ITV Pushes OddsFinder Nationwide With 12-Month iGaming Agency Deal

ITV is taking its odds-comparison app from a racing-festival soft launch to a full national promotion, hiring Stockton-on-Tees agency Affili8 Marketing — trading as iGaming Agency — on a 12-month contract to build the product’s visibility across search engines, app stores and AI-powered discovery tools.

The appointment, confirmed on August 13, 2026, covers ITV OddsFinder, the free comparison app ITV launched on July 30, 2026 ahead of its Glorious Goodwood racing coverage. Built with Belfast-based Funteron, the app aggregates real-time prices from UK-licensed bookmakers for every race shown on ITV Racing, letting users identify the best available price before clicking through to a bookmaker to place the bet. It takes no bets and holds no customer funds.

For a broadcaster that watched its own real-money casino brand collapse four months after launch earlier this year, the deal formalizes a very different route into gambling-adjacent revenue: affiliate and comparison economics rather than an operator balance sheet.

What the Affili8 Mandate Covers

iGaming Agency will run search engine optimization, app store optimization and visibility work across AI-powered discovery platforms, with the goal of building an OddsFinder audience beyond the viewers ITV already reaches through its television coverage. The agency won the account through a competitive pitch after an initial referral, according to Bdaily’s report on the contract.

“Affili8 came to us on a strong recommendation and brought a track record in this sector which made them the right partner to help us grow the platform,” said Mike Barrett, ITV’s controller of agency and client sales.

The agency, a trading name of Affili8 Marketing Limited, brings more than a decade of betting-sector search experience, with past campaigns for BoyleSports, Lottomart, OddsMonkey and Racing TV. Parent company Affili8 Marketing recorded its first £1 million turnover in its last financial year, Bdaily reported.

How ITV OddsFinder Works

OddsFinder sits between the bettor and the bookmaker without being either. Funteron’s infrastructure aggregates live pricing from a network of UK-licensed bookmakers and displays every race on ITV Racing in a single view, with prices updating continuously so the comparison reflects the moment the user looks. The user picks a price, clicks through to the bookmaker, and places the bet there.

Because it accepts no bets, holds no customer funds and sets no odds, Funteron requires no gambling licence and is not a betting intermediary, according to ITV’s launch announcement. The app links only to UK-licensed bookmakers. Funteron describes itself as the infrastructure layer above operators, connecting licensed bookmakers to major media and broadcaster audiences; its executive chairman Keith O’Loughlin previously held senior roles at OpenBet, Coral and BoyleSports.

The app debuted with advertising in the commercial breaks of ITV’s five-day Glorious Goodwood coverage. It is available on the App Store, Google Play and the web, and ITV says the advertising campaign will run across all of its horse racing coverage plus selected other sports through the year. The OddsFinder site names Bet365, Betfair, Paddy Power and BoyleSports among the bookmakers whose prices appear in the comparison.

From ITV Win’s Collapse to a Comparison Play

The OddsFinder push is the second leg of a sharp strategic reversal. ITV’s first attempt at direct gambling revenue was ITV Win, a branded real-money slots and bingo site operated by Gibraltar-based Richmond Atlantic that launched in January 2026, after a collaboration that began one day before the government confirmed its gambling tax rises. The site shut that May after Richmond Atlantic ran out of money and failed to find a buyer, telling NEXT.io the tax environment made the business unsustainable; up to 40 staff were made redundant.

The tax at the centre of that collapse was Remote Gaming Duty, the levy on online casino and slots profits, which rose from 21% to 40% for accounting periods beginning on or after April 1, 2026. The HMRC policy paper projecting more than £1 billion a year in additional revenue says the increase deliberately targets remote gaming products considered more harmful, and operators across the sector are still quantifying the hit — Entain told investors this week that the duty rise is squeezing its half-year earnings.

A comparison app sits outside that regime entirely. OddsFinder earns nothing from gaming profits, holds no licence and carries no duty exposure, while still monetizing ITV’s most valuable gambling-adjacent asset: a live racing audience already watching prices move. Media owners have been building exactly this kind of betting adjacency without operator risk, from comparison products to broadcast-to-betting data deals like the BetMakers agreement taking French racing global.

What Happens Next for ITV OddsFinder

The scheduled markers are concrete. The 12-month iGaming Agency contract runs to August 2027, with SEO, app store and AI-search work beginning immediately. ITV’s own campaign continues across every ITV Racing fixture and selected other sports through the remainder of 2026, per its launch announcement. And the tax backdrop has one more dated turn: a new 25% General Betting Duty rate on remote betting takes effect April 1, 2027, with UK horseracing bets carved out at the existing 15%, the product category OddsFinder is built around.