Paddy Power and ITV partner for TV promotion amid UK regulatory challenges

(AsiaGameHub) –   Even with new restrictions on iGaming marketing in the UK implemented in response to the rise in remote gaming duty, operators still appear to be seeking out new opportunities for television advertising. 

Paddy Power is the latest operator to take this approach, after locking in a new sponsorship agreement for ITV’s programme Nobody’s Fool.

Paddy Power Games will serve as the headline sponsor of ITV’s new show, described as ‘a strategic reality quiz format packed full of drama, deception and high-stakes gameplay’, where 10 contestants take on challenges that test intelligence and perception while building up a cumulative prize pot.  

Kicking off this Saturday, 22 May, six episodes will air over the next two weeks. The sponsorship package for the Flutter Entertainment brand includes broadcast advertising around the programme, alongside online rights covering all ITVX streaming environments.

Paddy Power Games will also launch an exclusive free-to-play game, titled Nobody’s Fool Carnival Chaos. Built in a traditional RNG format and inspired by the show’s challenges, the game has a carousel-style design where players throw to hit a target, and win an instant cash prize if they succeed.

A Paddy Power Games spokesperson said: “Nobody’s Fool is exactly the type of entertainment audiences love getting behind – fun, unpredictable and packed with twists. 

“The show’s playful competitive spirit made it a natural fit for Paddy Power Games, and we’re excited to bring fans even closer to the action with Carnival Chaos as the series lands on screens later this month.”

iGaming Expert analysis

Many iGaming operators have offset the impact of the remote gaming duty increase from 21% to 40% that came into force at the start of April by cutting back on their marketing spend.

However, it doesn’t appear that Paddy Power and Flutter are following this path, despite the current challenging industry headwinds. 

In their recent first quarter 2026 financial update, the firm reported 14% revenue growth and 10% growth in average monthly players, respectively, across all its UK and Ireland operations.

Peter Jackson, Flutter’s Chief Executive Officer, noted that double-digit iGaming growth was achieved in Q1 for its Paddy Power, tombola and Betfair brands, ‘driven by a strong pipeline of new slots content resulting in strong retention metrics’.

Flutter also believes it will be able to gain additional market share in the UK as smaller operators exit the market due to rising costs triggered by the iGaming tax increase.

The full impact of the duty increase on Flutter’s UKI iGaming operations remains to be seen, but it is clear the operator wants to give Paddy Power Games a boost before the end of Q2 through this ITV sponsorship.