ITV Launches OddsFinder Racing Odds App Built On Funteron
ITV has launched ITV OddsFinder, a free app that pulls live horse racing odds from leading UK bookmakers into a single view, marking the broadcaster’s return to gambling-adjacent commerce months after it closed its ITV Win casino brand.
The product was announced on July 30, 2026 and went live to coincide with ITV’s five-day coverage of Glorious Goodwood. Bettors can compare it against established tools listed across our UK betting sites hub.
What ITV OddsFinder Does
Built in association with Funteron, a business-to-business odds comparison and discovery platform, the app aggregates real-time prices from a network of UK-licensed bookmakers for each race shown on ITV Racing.
Users see which operator is offering the best value before deciding whether to click through to that bookmaker to place a bet, with prices updating continuously so the comparison reflects the live market.
The app is available now from the App Store and Google Play, and a web version at itvoddsfinder.com is in development, according to ITV’s press centre.
An Affiliate Model, Not an Operator
Unlike ITV Win, the slots and bingo platform ITV launched in December 2025 and wound down by May 2026 after less than six months, OddsFinder does not take bets.
It works closer to an affiliate marketing service, sending viewers to licensed bookmakers and earning from that referral traffic. Funteron, headquartered in Belfast, describes itself as the infrastructure layer above operators and says it does not accept bets, hold customer funds or set odds.
The company states it is not a betting intermediary, requires no gambling licence and links only to UK-licensed bookmakers. Funteron executive chairman Keith O’Loughlin previously held senior roles at OpenBet, Coral and Boyle Sports.
Monetising the Racing Audience
The launch is squarely a commercial play. Advertising for OddsFinder is running in the commercial breaks of ITV Racing coverage, beginning at Goodwood and extending across all of ITV’s racing output and selected other sports through the year.
"At ITV we’re constantly exploring new commercial opportunities around live sport, for the benefit of both our advertising partners and viewers," said Mike Barrett, ITV controller of agency and client sales.
"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."
Why It Matters?
Broadcaster-led odds comparison is an emerging model as media owners look to monetise live audiences beyond sponsorship and spot advertising.
For affiliates and operators, a broadcaster with ITV’s racing reach entering the comparison space adds a well-funded competitor to a market long dominated by names such as Oddschecker, and it hands bookmakers a new, high-intent acquisition channel tied directly to the races viewers are already watching.
ITV’s challenge will be proving the model has staying power after the short life of ITV Win. Follow further developments on our UK news page.
