ITV is preparing a wider rollout of OddsFinder, its odds comparison platform and app, after introducing the service during its Glorious Goodwood coverage. Developed with Belfast studio Funteron, OddsFinder allows users to compare prices from licensed bookmakers before clicking through to an operator to place a bet.
The platform initially focuses on races shown through ITV Racing, displaying live odds through Funteron’s infrastructure. OddsFinder does not accept wagers or hold customer funds. ITV is positioning the product as a discovery and comparison service to monetise sports audiences without operating as a bookmaker.
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 changes direction after abandoning expanded ITV Win plans
ITV had planned to expand ITV Win beyond online competitions through an interactive gaming product developed with Richmond Atlantic and Gaming Innovation Group. Those plans were cancelled after the UK government increased Remote Gaming Duty to 40%, with the partners concluding that the product was no longer commercially viable.
OddsFinder gives ITV a less direct route into gambling-related revenue. Rather than taking bets itself, the broadcaster can use its television reach to direct users towards licensed operators while retaining a comparison role.
ITV plans to promote OddsFinder across more racing coverage and selected sports.
Affil8 appointed to build search, app and AI visibility
ITV has appointed Affili8 Marketing, trading as iGaming Agency, on a 12-month contract to support growth. The agency will manage SEO, App Store Optimisation and visibility across AI-powered discovery platforms.
Furthermore, the brief will extend OddsFinder’s reach beyond users acquired through ITV broadcasts and strengthen digital acquisition. Affili8 was selected after a pitch process with more than a decade of betting and gaming experience. Previous clients include BoyleSports, Lottomart and Racing TV.
Chris O’Rourke, Director and Co-founder of iGaming Agency, said: “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.”
OddsFinder becomes a test of ITV’s gambling-adjacent commercial model
OddsFinder is available through the App Store, Google Play and a dedicated web platform. The question is whether ITV can turn its sports audience into sustainable gambling-related revenue without taking on the cost and regulatory burden of running an operator.
The model gives ITV exposure to betting activity while leaving transactional responsibility with licensed bookmakers.
For UK betting stakeholders, the rollout will be watched closely because it could show whether media brands can build meaningful iGaming-adjacent businesses around discovery, data and affiliate-style conversion.
ITV’s OddsFinder strategy is a smart pivot because it gives the broadcaster access to betting-related revenue without taking on the full burden of operating a gambling product. If the platform gains traction beyond racing, it could show other media brands a cleaner route into iGaming through comparison, discovery and audience conversion.
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