ITV is ready to promote the full-scale launch of its OddsFinder platform and app to UK audiences across multiple verticals.

The UK terrestrial broadcaster announced the launch of its new odds-comparison service this summer, initially targeting horse racing audiences during its coverage of Glorious Goodwood.

Developed in association with the Belfast-studio of Funteron, ITV OddsFinder allows audiences to compare real-time prices offered by leading UK bookmakers.

The platform and app will initially display odds for each race broadcast on ITV Racing, allowing users to identify the best available price before clicking through to a licensed bookmaker to place a bet.

Odds are continuously updated through Funteron’s comparison infrastructure, which aggregates live pricing from a network of UK-licensed bookmakers.

Importantly, OddsFinder does not accept bets or hold customer funds, with ITV positioning the service as a discovery and comparison platform rather than a sportsbook.

The launch marks a rethink of ITV’s commercial strategy for iGaming in 2026. 

The broadcaster had previously been expected to expand its ITV Win product beyond its existing online competitions offering to feature an interactive gaming service developed with Richmond Atlantic and Gaming Innovation Group (GiG).

However, plans for the expanded ITV Win proposition were cancelled after the UK government increased Remote Gaming Duty to 40%, with the partners determining that the venture was no longer commercially viable.

ITV subsequently stated that it would review its options for the sector, with OddsFinder presenting a different approach to monetising the broadcaster’s significant sports audiences without ITV directly operating an online gambling product.

Having debuted OddsFinder during Glorious Goodwood, ITV will now expand promotion of the platform across its horse racing coverage and selected sports throughout the year as the broadcaster seeks to develop new commercial opportunities around its live sports audiences.

Mike Barrett, ITV Controller of Agency and Client Sales, commented: “At ITV we’re constantly exploring new commercial opportunities around live sport, for the benefit of both our advertising partners and viewers.

“Building on Funteron’s experience in this area, we are pleased to be launching ITV OddsFinder to give users a streamlined experience around the racing they love.”

ITV takes gaming ambitions in new direction

Supporting its next phase of growth after abandoning ITV Win, the broadcaster has appointed Affili8 Marketing, trading as iGaming Agency, on a 12-month contract.

Affil8 has been contracted to develop OddsFinder’s visibility across traditional search engines, app stores and emerging AI-powered discovery platforms.

The agency will oversee SEO, App Store Optimisation (ASO) and LLM visibility as ITV seeks to broaden OddsFinder’s reach beyond audiences acquired directly through its television coverage.

Affili8 was selected following a pitch process, drawing on more than a decade of experience working across betting and gaming. Its previous clients include BoyleSports, Lottomart and Racing TV, covering SEO, PPC and digital PR campaigns.

Chris O’Rourke, Director and Co-founder of iGaming Agency, described the ITV mandate as a significant win for the business.

“Working with ITV on OddsFinder is a natural fit. We’ve spent a decade building visibility for operators and betting sites in one of the most competitive verticals in search, and OddsFinder combines that challenge with a brand that already commands real trust.

“It’s a strong platform, and we’re pleased ITV chose us to help them grow the brand. It’s a big win for us.”

ITV OddsFinder is available through the App Store and Google Play, alongside its dedicated web platform. ITV is looking to combine its established reach in live sports broadcasting with a new digital betting comparison proposition.

The expansion will be closely observed by UK betting stakeholders as ITV tests whether an odds-comparison model can provide a more sustainable route into gambling-related revenues following the abandonment of its plans to expand ITV Win.