British broadcaster ITV has launched ITV OddsFinder, a horse racing odds comparison app that aggregates real-time prices from licensed UK bookmakers, marking the network’s return to the betting space months after shutting down its short-lived ITV Win casino platform.
The app, available from today, allows users to compare live odds from multiple bookmakers for races broadcast on ITV Racing. Developed in partnership with sports betting odds comparison platform Funteron, the service updates continuously and provides a single interface for viewing the latest prices before users choose whether to proceed to a bookmaker.
ITV is supporting the launch with an advertising campaign running during commercial breaks throughout its racing coverage, beginning with the broadcaster’s five-day coverage of Glorious Goodwood.
The move represents a different strategy than ITV’s previous gaming venture. The network announced ITV Win, a slots and bingo platform, in December 2025, only to wind it down by May 2026. OddsFinder functions more as an affiliate marketing tool than a direct gaming operation.
“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, Controller of Agency and Client Sales at ITV. “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.”
Timing and market context
The launch arrives as the UK horse racing and betting industries face regulatory pressure. The Gambling Commission recently confirmed the rollout of Financial Risk Assessments, widely known in racing circles as affordability checks. High-profile figures including broadcaster Matt Chapman, British Horseracing Authority Chief Executive Officer Brant Dunshea, and trainer John Gosden have voiced concerns over the implementation.
Racing stakeholders have also been debating how to modernize the sport and appeal to younger demographics. The OddsFinder app represents one digital approach, though it enters a market where odds comparison site Oddschecker already has an established presence.
ITV’s promotional campaign for the product will initially run across the broadcaster’s horse racing coverage before extending to selected sports programming throughout the year. The platform uses Funteron’s infrastructure to collect and display live pricing from a network of UK-licensed operators.
Glorious Goodwood will serve as the first major test for the new app, with larger festivals including Cheltenham and Royal Ascot scheduled for 2027.
Key questions answered
What happened to ITV’s previous betting venture, ITV Win?
ITV announced ITV Win, a slots and bingo platform, in December 2025 but shut it down by May 2026 after a short run.
How is ITV OddsFinder different from ITV Win?
OddsFinder is an odds comparison tool that shows prices from multiple bookmakers rather than a direct gaming operation like ITV Win was. It functions more as an affiliate marketing tool.
Which company did ITV partner with to develop the OddsFinder app?
ITV developed the app in partnership with Funteron, a sports betting odds comparison platform that provides the infrastructure to collect and display live pricing.
When will ITV start promoting the new app?
The promotional campaign begins with ITV’s five-day coverage of Glorious Goodwood and will run during commercial breaks throughout racing coverage before extending to selected sports programming throughout the year.