Littlewoods Gaming is one of the UK's oldest established gaming companies, providing football pools, sports betting, lotteries and competitions. Founded in 1923 as Littlewoods Pools, the company has a regular playing customer base covering 1.5 million households.

Littlewoods Gaming have had a long established relationship with football in the UK, not only through their organisation of the largest and longest running football pools competition but also through being the first sponsors of the FA Cup between 1994 and 1998. Through its links to football, including ongoing contributions to the Football Foundation, Littlewoods Pools alone has given back over £400 million to the UK's national game.

Littlewoods Gaming's multi-product offering across Pools, online and telephone sports betting and soft gaming (lotteries, scratchcards) is complemented by its multi-channel distribution network including mail, telephone, the internet and a 22,000 strong collector network.