After announcing the launch of Entertainment and Sports Gaming Network this week, company founder Steven Saferin has announced ESGN’s first client is ITV Ventures.

ESGN is a new gaming consultancy offering brands access to electronic gaming machines and lottery licensing. Saferin comes to the company having already been connecting licensors to the lottery licensing market for more than two decades working with properties such as Monopoly, “The Walking Dead,” Betty Boop, Pac Man, NBA, MLB, “Wheel of Fortune” and The World Cup.

Saferin is now taking his expertise to ESGN and working with U.K. properties "Love Island" and "Hell's Kitchen.” The deal will see structuring ITV's strategy for gaming outside the U.K.

"Gaming licensing is a critical component of gaming operators' and vendors' content strategy," says Saferin. "My objective is to not only assist licensors in creating gaming opportunities for their shows and brands but also to assist them in maximizing the value of those brands to licensors and gaming operators after agreements have been struck.”

After showcasing "Schitt's Creek" at Licensing Expo 2019, ITV Ventures is looking to expand on the growing market of scratch tickets in both Florida and London.