ITV Launches OddsFinder App in Partnership With Funteron

ITV has partnered with odds comparison specialist Funteron to launch a new sports betting companion app for UK viewers.

The free ITV OddsFinder app allows users to compare odds from a selection of major British bookmakers, with prices updated in real time through Funteron’s comparison technology.

Paddy Power, Sky Bet, bet365 and Betfair are among the operators featured on the platform. The app covers horse racing alongside other mainstream sports, including football and tennis.

ITV unveiled the product ahead of the 2026 Glorious Goodwood festival, which took place from 28 July to 1 August. An advertising campaign promoting OddsFinder ran throughout the broadcaster’s coverage on ITV1 and ITV4.

ITV explores opportunities around live sport

ITV said the partnership was part of its efforts to develop new commercial opportunities connected to its live sports coverage.

Mike Barrett, controller of agency and client sales at ITV, said Funteron’s existing experience had enabled the broadcaster to offer viewers a simpler way to compare betting prices while watching racing.

“We’re constantly exploring new commercial opportunities around live sport, for the benefit of both our advertising partners and viewers.” – Mike Barrett, Controller of Agency and Client Sales at ITV

Barrett added: “Building on Funteron’s experience in this area, we are pleased to be launching ITV OddsFinder to give our viewers a streamlined experience when watching the racing they love.”

The app does not provide gambling products directly. Instead, its role is to aggregate prices and help users identify the odds available from participating operators.

While the launch was tied to Glorious Goodwood, the inclusion of football and tennis markets gives the platform scope to appeal to bettors throughout the wider sporting calendar.

Launch follows collapse of ITV Play

ITV OddsFinder arrives only three months after the closure of ITV Play, the broadcaster’s short-lived real-money gambling platform.

ITV Play launched in January 2026 through UK-licensed operator Richmond Atlantic and offered online slots and bingo. However, the business subsequently ran out of money and was unable to secure either additional investment or a buyer.

Richmond Atlantic attributed its difficulties partly to what it described as “unsustainable” increases in gambling taxes in the UK. The company had secured its agreement with ITV in July 2025, one day before then-chancellor Rachel Reeves announced a series of tax increases affecting the industry.

A sale of the operation was explored, with BVGroup reportedly considering taking control of ITV Win through a deal for Richmond Atlantic. No agreement was completed, and approximately 40 jobs were expected to be lost following ITV Play’s closure.

OddsFinder represents a lower-risk return to the gambling market for ITV, with the broadcaster supplying a comparison service rather than operating an online casino brand.

ITV also continues to offer ITV7, its free-to-play horse racing and football predictor game. Licensed to Sky Betting and Gaming, ITV7 allows players to compete for cash prizes by correctly predicting the winners of selected sporting events.