FHM Magazine has launched an FHM-branded online casino in partnership with Cantor Gaming that is available at www.fhmgaming.com, reports MediaBuyerPlanner. The move comes two weeks after Maxim Magazine announced it was slapping its name on a new hotel and casino on the Las Vegas Strip. Emap's FHM.com has 2 million unique users notching up 35 million page impressions a month.

FHM's wider audience also includes 2.9 million magazine readers around the world; 1.4 million viewers of FHM Music TV and 500,000 unique users on FHM Mobile. FHM mobile TV.

FHM Casino is the first in what Cantor Gaming anticipates will be a series of partnerships with leading brands in a range of sectors such as media, sports and consumer products sectors before the end of 2006. The online gaming market is believed to be worth over $15 billion per year; that is forecast to double by 2010.