Mangas Gaming, owner of brands including Everest Poker, Expekt and Betclic, has announced a strategic partnership with French multimedia conglomerate M6 Group.
The deal will see Everest and Betclic betting products offered via M6's network of websites, and the Mangas brands will also sponsor poker- and sports-related content across M6's nine digital channels, and collaborate with the group to produce content for broadcast.
The four-year deal will be fully implemented once BetClic and Everest have the required licences in place following the French National Assembly's vote in favour of a bill to legalise online gambling this week, which all but officially opens up the French egaming market to international operators.
New Mangas Gaming chief executive Nicolas Béraud said: "We are delighted about the visibility M6 will provide to our brands and services on both its channels and websites, especially in the poker segment."
M6 Web managing director Valéry Gerfaud said: "We have chosen to actively participate in the growth of the online gaming industry by joining our forces to the leading French sports betting and online gambling group and providing our know-how in contents creation and interactivity."
The deal is the second major egaming-TV deal in France today, and follows Ladbrokes' announcement of a joint venture with French premium TV giant Canal+ today.
Other media companies to enter the French egaming space include TF1, which signed an online gaming and sponsorship deal with France's lottery monopoly, Francaise des Jeux in February, and the Eurosport TV channel, which announced plans to launch betting company SPS Betting with investment fund Serendipity in May 2009.