AOL and FLUXX, one of Europe's specialists in the gaming market, have joined forces to market online sports betting in the United Kingdom.

Using a betting platform from JAXX, the British subsidiary of FLUXX, AOL's U.K. customers will now be able to place bets on international horse races and other sporting events. JAXX will be responsible for setting the odds and providing the editorial content of the betting platform for AOL.

The partnership isn't limited to sports betting either. The two companies plan to develop their partnership and consider offering other services in the future. Play route 66 poker.

"As part of our mission to make the AOL U.K. portal the premier online destination for Web users and advertisers alike, we are looking at a range of partnerships and initiatives to drive our business forward in Europe," said Michael Steckler, AOL Europe vice president interactive marketing.

"Linking up with FLUXX fits that strategy perfectly. Their wealth of ideas and experience in the betting business will bring additional energy and diversity to our offering both here in the U.K. and across other European countries." Play $500 match poker bonus.

AOL has already taken on some other areas of online gambling as well. The company already has a partnership with JAXX to provide a lottery service in Germany. They've been operating in the country since 2003, and the lottery is one of AOL Germany's most successful e-commerce services.

In April, AOL dipped its toe a little deeper in the online poker world by partnering up with Harrah's Entertainment to give away nine seats to the 2007 World Series of Poker Main event.

The site offered free daily qualifying poker events that would get players & women poker players into a weekly event with the top prize of a WSOP seat. AOL was the only online poker site officially sanctioned to provide freerolls for WSOP seats.

Now with sports betting, AOL is poised to take on the British online gaming market.

"The British market is one of the largest and most attractive in the world with a betting volume of around €70 billion," said Rainer Jacken, FLUXX management board spokesman. "Yet the online market is still notably underdeveloped. Together with AOL, we have now created a highly competitive service that will help us to tap into this growth." Play online poker.

The online sports betting service will not be available to U.S. customers.

AOL isn't the only giant in the Internet industry taking on online gambling in the United Kingdom. Yahoo recently introduced real-money online poker to its game offerings in the nation as well.

The company partnered with St. Miniver Ltd., a gaming network operator from Gibraltar, to join the Boss Media poker network. It was the first of the Internet's top brands to delve into real-money online poker. Stay tuned to our poker blog for more updates.

Poker News Source: Poker Listings