Under the agreement, MSN.co.uk is expected in mid-June to begin linking to international gaming site Harrods Casino, a joint venture between Gaming Internet and Harrods Online subsidiary Sporting Resort. MSN.co.uk will also provide banner advertising on its site and a promotional page.
MSN could not immediately be reached for comment.
Unlike some countries, including Australia and certain states in the US, the UK has welcomed online gambling. Marc Falcone, an analyst with Bear Stearns, said that stance is exemplified by the UK government's recent proposal to eliminate its betting tax and bring offshore casinos back to the mainland.
"The UK is far more accepting and advanced in their Internet gaming environment than the US," Falcone said. "Internet gaming can be a powerful business, particularly using significant brand names --that's what we expect in the US."
Harrods Online, which stems from London's famous department store, offers people a chance to place online bets with games that include blackjack, video poker, roulette and keno as well as with slot machines. The site restricts anyone under 18 from participating and warns people to be wary of violating the laws of the country that they reside in or are a citizen of.
"The strategy of focusing on established, quality brands for our online casino business is key to the success of gambling in a secure and reliable environment," David Sanderson, chief executive of Gaming Internet, said in a statement.
"We look forward to working with Harrods and MSN in broadening the reach of a high-quality gaming experience over the coming months."
Gaming Internet operates Web-based casino gaming and entertainment.
