These days it seems you can’t throw a rock without hitting a story about something cool NetPlay is doing in the world of online and live gambling. Their latest venture is the announcement of the first UK’s first live, interactive television casino with broadcasting group STV.

“NetPlayTV is uniquely positioned to offer terrestrial broadcasters sustainable, fully regulated, revenue-generating programming. We believe demand from the broadcasters for these services will increase significantly over the coming months,” NetPlay CEO Martin Higginson said.

STV is the largest commercial broadcaster in Scotland reaches over four million viewers per month. Programming will begin in August of 2009 on Thursday, Friday, and Saturtday nights. Those tuning in will be able to place real-time cash bets on live games of blackjack, roulette, and bingo.

After the recent reclassification of gambling on television as “teleshopping” public broadcasters have been permitted to air live gaming between midnight and 6am.

This announcement comes less than a month since NetPlay announced alliances with media giant Playtech and European retail casino operator Stanleybet.

NetPlay TV has been making deals all over the place it seems and today’s news is no exception. Just last week, NetPlay TV reached an agreement with Playtech to supply live gaming products to Playtech’s gaming platform. This week, the TV gaming specialists at NetPlay have inked a two year deal with European land-based betting chain Stanleybet International.

“Over the past two and a half years we have worked hard to perfect our live interactive casino gaming offering. Customers are now demanding more from their gaming experience and we are uniquely positioned to deliver the customer exactly what he or she needs,” said Martin Higginson, CEO of NetPlay TV.

“Our live interactive TV products beat their equivalent online games by a factor of more than six to one in revenue terms and generate player session lengths of over 90 minutes. This new deal with Stanleybet International is a significant milestone for the group. The move into supplying retail operators is a first for the company and opens up new global opportunities.” he said.

Stanleybet is an international betting shop that will be launching a suite of live betting products across Europe. This is NetPlay’s first retail agreement and will begin by introducing the products in one hundred of Stanleybet’s 1,400 locations. Players will experience many of NetPlay’s classic branded live table games on dedicated terminals.

This is the first contract for NetPlay’s new business-to-business division and the company hopes that the expansion into retail locations will provide further capital for future growth.