UK broadcaster ITV has launched ITV OddsFinder, a Funteron-operated app that compares continuously updated horse-racing prices from multiple bookmakers. ITV announced the product on July 30 during its coverage of the Qatar Goodwood Festival, positioning it as a companion service that directs adult users to third-party betting operators rather than accepting wagers itself.
Key facts
| Detail | Confirmed information |
| Official announcement | July 30, 2026 |
| Companies involved | ITV and Funteron |
| Initial focus | Races shown during ITV Racing coverage |
| Main function | Compare bookmaker prices in one interface |
| Betting provider | The selected third-party bookmaker |
| Operator identified in privacy notice | Funteron Limited; Apple and Google list Funteron as developer or provider |
| ITV’s role | Brand owner, launch partner and promotional partner |
| Age requirement | 18 or older |
| Availability | Apple App Store, Google Play and an official website |
| Revenue model | Bookmaker referral commissions |
| Geographic focus | United Kingdom |
| Crypto support | None announced |
What ITV OddsFinder does
ITV says OddsFinder brings together real-time prices from leading bookmakers for races shown on ITV Racing. Prices update continuously, allowing users to compare the displayed returns before selecting a bookmaker.
The app does not establish the odds itself. Bookmakers supply their own prices, account conditions and betting markets.
When users choose an operator, they progress to that bookmaker to place the wager. The bookmaker—not ITV or Funteron—holds the account, accepts the bet, verifies the customer and pays any resulting withdrawal.
Odds comparison may help users identify a higher available return for the same selection. It does not alter the probability of the horse winning, eliminate the bookmaker’s margin or guarantee a profitable result.
Funteron is identified as the app operator under the ITV brand
ITV’s announcement identifies Funteron as the provider of the comparison technology. The app’s privacy notice identifies Funteron Limited as the operator, while Apple and Google list Funteron as the developer or provider.
The product’s privacy notice states that ITV Broadcasting Limited owns the ITV OddsFinder name and trademarks and licenses them to Funteron. It also says ITV plc is not the app operator or its principal data controller, except when users separately agree to receive ITV marketing.
Funteron provides the technology that collects and displays the bookmaker prices. Its responsibilities include:
● Operating user accounts.
● Processing age-verification information.
● Managing the comparison interface.
● Recording clicks to bookmakers.
● Attributing referrals.
● Providing customer support for the app.
The distinction matters because the product should not be described as an ITV sportsbook. ITV supplies the media brand and access to its racing audience, while regulated bookmakers remain responsible for the gambling transaction.
The app uses an affiliate-referral model
Funteron’s current privacy notice states that it records click-through activity to attribute referral commissions and report referral data to bookmakers for billing and reconciliation.
That makes OddsFinder comparable to an affiliate comparison platform, although it is integrated with a major broadcaster’s sports coverage rather than operating solely as a conventional betting website.
The app is free for users. Its commercial value comes from connecting ITV’s audience to participating bookmakers and measuring those referrals.
Users should therefore understand that the displayed options form part of a commercial relationship. An operator’s inclusion does not necessarily mean every available UK bookmaker or price is represented.
The official ITV release refers to leading bookmakers, while the Google Play listing says supported operators and markets can vary. The broader claim on the product website that it compares “every bookmaker” should not be treated literally without a complete participating-operator list.
Launch connected with the Goodwood Festival
ITV promoted OddsFinder during its coverage of the 2026 Qatar Goodwood Festival, also known as Glorious Goodwood.
The festival ran from July 28 through August 1 and included five days of racing, including the Goodwood Cup, Sussex Stakes and Nassau Stakes.
The timing gave ITV a high-profile racing event through which to introduce the product to viewers already following live races.
ITV said the advertising campaign would continue across its horse-racing coverage and appear around other selected sports during the year.
Availability and sports coverage
ITV OddsFinder is available as a free iPhone application through Apple’s UK App Store and as an Android application through Google Play. The official product website currently links to both versions.
Apple’s version history lists version 1.0 on July 20, ten days before ITV’s public announcement. The July 30 date should nevertheless be used as the official launch date because that is when ITV formally introduced the service.
There is some uncertainty about the initial sports coverage.
ITV’s announcement focused specifically on horse racing and said promotion would extend to other selected sports. However, the current Apple and Google descriptions already refer to football, tennis, racing and other events.
The safest conclusion is that horse racing was the launch focus, while the technology and current store descriptions contemplate broader sports coverage. ITV and Funteron have not published a definitive schedule showing when each sport becomes fully available.
Personal data and age restrictions
Funteron’s privacy notice states that the app is restricted to adults aged 18 or older. It processes a user’s date of birth to enforce that requirement.
Registration information may include:
● Name.
● Email address.
● Telephone number.
● Date of birth.
● Postcode or region.
● Marketing preferences.
Funteron also records device information, IP addresses, app interactions and click-through activity to bookmakers.
It says it does not collect customers’ payment information, bank details, bookmaker identity documents or gambling transaction history. Those records are handled by the bookmaker after the user leaves or progresses from the comparison service.
This creates a question about the current website’s claim that users can automatically track all wagers, balances and betting histories inside a “My Bets” dashboard. That functionality is not fully explained in the privacy notice and should not be described as confirmed until Funteron clarifies what data is imported or retained.
UK regulatory context
ITV says the app connects users only with bookmakers licensed in the UK.
The Gambling Commission regulates betting and remote gambling offered to consumers in Great Britain. Consumers can check a company’s current status through the Commission’s public register rather than relying solely on an app’s inclusion of a brand.
Funteron’s position is that it does not require a gambling operating license because it provides comparison infrastructure rather than gambling services. That statement comes from the companies involved and was not presented in ITV’s announcement as a separate Gambling Commission determination.
The launch also comes as the Commission prepares to introduce Financial Risk Assessments in stages for high-spending customers of gambling operators.
The first stage is intended to apply to the largest operators when customers cross high net-deposit thresholds. The Commission had not confirmed the implementation date when its July policy announcement was published.
Those assessments would be handled by bookmakers rather than by OddsFinder because the bookmakers operate the accounts and accept the wagers.
What the launch means for U.S. readers
ITV OddsFinder is a UK-focused product. Its official material refers to UK bookmakers and UK racing coverage, while its app-store description warns that availability may depend on the user’s location.
The ability to find an app-store page or website from the United States does not establish that its participating bookmakers accept customers in a particular U.S. state.
The launch also does not concern:
● Cryptocurrency sportsbook payments.
● Online casino games.
● No-KYC gambling.
● Sweepstakes casinos.
● U.S. sports-betting licenses.
OnlineCryptoCasino.us readers should therefore view it as international sports-betting and affiliate-technology news rather than as a new U.S. betting option.
Responsible-gambling considerations
Odds comparison can make switching between operators and betting selections faster. That convenience does not reduce the financial risks of gambling.
The Funteron privacy notice identifies OddsFinder as an odds-comparison service rather than a gambling provider and includes links to UK gambling-support and self-exclusion organizations.
Users should also remember that comparing prices can encourage repeated checking across several bookmakers. A higher price increases the possible return if the selection wins, but it does not make the event more likely to occur.
OnlineCryptoCasino.us provides separate responsible-gambling guidance covering spending limits, warning signs and self-exclusion resources.
What happens next?
The main development to monitor is whether ITV and Funteron expand the service into additional sports and publish a clearer list of participating bookmakers and markets.
Further clarification would also be useful on:
● Whether the full comparison service is available through a web browser.
● Which sports are currently active.
● How the advertised bet-tracking dashboard works.
● How many bookmakers appear in each market.
● Whether ITV will integrate OddsFinder more directly into ITVX or live sports programming.
● Whether bookmaker or regulator requirements lead to product changes.
The confirmed position as of August 3 is that ITV has launched a branded, Funteron-operated odds-comparison app initially promoted through horse-racing coverage. The app directs users to third-party UK bookmakers and generates referral revenue rather than accepting bets itself.
FAQs
ITV OddsFinder is an odds-comparison app operated by Funteron under an ITV-branded partnership. It displays prices from participating bookmakers and directs users to a selected operator. (ITV Press Centre)
No. Funteron says the platform does not set odds, accept wagers or hold betting funds. Bets are made with third-party bookmakers.
The app’s privacy notice identifies Funteron Limited as the operator, while Apple and Google list Funteron as the developer or provider. The privacy notice states that ITV Broadcasting Limited owns the name and trademarks, which are licensed to Funteron.
The app is listed as free on Apple and does not charge a user commission for comparing prices. Funteron generates revenue through tracked referrals to bookmakers.
No. Funteron states that the app is for users aged 18 or older and processes dates of birth for age verification.
The launch focused on horse racing, but current app-store descriptions mention football, tennis and other sports. ITV and Funteron have not published a complete rollout schedule.
U.S. availability has not been confirmed. The service is described as connecting users to UK-licensed bookmakers, and its app listing says availability depends on location. (ITV Press Centre)
