ITV has partnered Funteron to launch an odds companion app, in its latest effort to establish an increased presence in the gambling sector.
ITV has partnered with Funteron to roll out a free sports betting odds companion app, in a move that marks the UK commercial broadcaster’s latest effort to establish an increased presence in the gambling sector.
Launched ahead of the ongoing Glorious Goodwood 2026 horse racing festival, the new ITV OddsFinder app allows users to compare odds across various leading bookmakers in the UK.
The app operates Funteron’s odds comparison infrastructure, which aggregates real-time pricing from a network of bookmakers. Featured operators include Paddy Power, SkyBet, bet365 and Betfair.
To support the launch, an advertising campaign has been running during the broadcaster’s coverage of the festival across ITV1 and ITV4. In addition to horse racing, the app offers comparisons for other sports such as football and tennis.
“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 our viewers a streamlined experience when watching the racing they love.”
Can ITV OddsFinder succeed where ITV Play failed?
The launch comes just three months after the closure of ITV Play, the broadcaster’s ill-fated online gambling platform. ITV Play only went live in January of this year, offering access to both real-money slots and bingo.
Its closure came after UK-licensed operational partner Richmond Atlantic ran out of money and failed to secure a buyer. Gibraltar-based Richmond ran into financial difficulties after struggling to attract external investment following the launch. Some 40 jobs were set to be lost as a result of the closure.
Speaking to NEXT.io upon the closure of ITV Play in April, Richmond Atlantic put this down to “unsustainable” tax rises in the UK market. Richmond secured the contract to work with ITV in July 2025, but the collaboration began the day before then-chancellor Rachel Reeves set out wide-ranging tax hikes on the UK industry.
Richmond Atlantic said it did explore the option of selling off its business but was unable to strike a deal. It is understood that BVGroup considered taking over ITV Win via a deal for Richmond Atlantic.
The closure of ITV Play meant that ITV was left with just ITV7 as its only branded, gambling-related product. Licensed to Sky Betting & Gaming, ITV7 is a free-to-play horse racing and football predictor game that offers players the chance to win real-money by predicting the winner of a series of horse races.
It follows the same format as SkyBet’s ‘Super 6’, which is also free-to-play and challenges players to predict the exact score of six football matches. Players can win £250,000 for correctly predicting six scores.