GVC Holdings has toughen up, saying that it could walk away from its long running pursuit of rival bwin.party if its board continues to recommend 888 Holdings’ offer.

A source close to GVC told Financial Mail that it will increase in cash-and-shares offer for Bwin if 888 Holdings raises its own bid. However, if 888 does not raise its offer but still remains in the game, then GVC might just walk out from the long-running bidding war to acquire bwin.

“Bwin has played a clever game of poker here by keeping both parties interested,’ said a GVC source. “But we are considering all options, including walking away.”

Bwin, which owns multiple online gambling brands such as PartyPoker and World Poker Tour, was put for sale in November.