UK’s ITV launches OddsFinder comparison app for horseracing betting
The betting comparison tool is starting with a focus on horseracing, but there are plans to expand it to other sports.
UK.- The major British broadcaster and media group ITV has launched a new betting comparison tool. It says ITV OddsFinder is designed to give horseracing fans a streamlined way to check live odds across multiple bookmakers.
Developed with odds comparison specialist Funteron, the app aggregates real-time prices from operators and displays them in a single interface. Odds update continuously, allowing users to compare markets before deciding whether to place a bet with a bookmaker. ITV plans to extend OddsFinder’s reach into other sports later this year.
The app arrives less than a year after the broadcaster’s short-lived venture into gaming with ITV Win, a slots and bingo platform that was launched in December 2025 and wound down in under six months by May 2026. Unlike that project, OddsFinder operates more like an affiliate marketing service, connecting users to licensed UK bookmakers.
The app is available to download now. Advertising during ITV Racing’s broadcasts began over the weekend with the five-day coverage of Goodwood Festival.
Mike Barrett, ITV’s Controller of Agency and Client Sales, said in a statement: “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.”
The launch comes amid challenging times for UK horseracing and betting. The Gambling Commission has confirmed the staged rollout of Financial Risk Assessments (FRAs), which had been heavily opposed by industry stakeholders, including the British Horseracing Authority. While horseracing betting escaped the gambling tax rises introduced in last autumn’s budget, the industry was disappointed by the government’s decision not to reassess the Horserace Betting Levy calculation. Services like OddsFinder could be welcomed if they help to attract and engage younger demographics.
