ITV Launches OddsFinder Comparison Platform Following ITV Win Cancellation
TL;DR — ITV has launched OddsFinder, a Funteron-powered odds comparison platform that does not accept bets, after cancelling ITV Win expansion due to the Remote Gaming Duty rise to 40%. Affili8 secured a 12-month contract for SEO, ASO and AI visibility. The broadcaster aims to monetise its sports audiences through discovery rather than direct operations.
SCCG Take — Elevated duties have prompted ITV to adopt a lighter regulatory model that leverages existing sports coverage while outsourcing growth to specialist affiliates.
ITV has launched its OddsFinder platform and app as an odds comparison service for UK audiences. The broadcaster initially targeted horse racing viewers during coverage of Glorious Goodwood and will now expand promotion across its horse racing output and selected sports.
Developed with Funteron’s Belfast studio, the platform aggregates real-time prices from a network of UK-licensed bookmakers. Users compare odds for races broadcast on ITV Racing before clicking through to place bets with those bookmakers. OddsFinder does not accept bets or hold customer funds.
Strategic Shift After Remote Gaming Duty Rise
The launch reflects a change in ITV’s approach to iGaming after it cancelled expansion of the ITV Win product. Plans for an interactive gaming service developed with Richmond Atlantic and Gaming Innovation Group ended when the UK government increased Remote Gaming Duty to 40%, as the partners deemed the venture no longer commercially viable.
ITV has appointed Affili8 Marketing, trading as iGaming Agency, on a 12-month contract. The agency will handle SEO, App Store Optimisation and visibility on AI-powered discovery platforms to extend OddsFinder’s reach beyond television audiences. Affili8 was chosen after a pitch process, based on its prior work with BoyleSports, Lottomart and Racing TV.
Mike Barrett, ITV Controller of Agency and Client Sales, commented: “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.”
Chris O’Rourke, Director and Co-founder of iGaming Agency, described the ITV mandate as a significant win for the business. “Working with ITV on OddsFinder is a natural fit. We’ve spent a decade building visibility for operators and betting sites in one of the most competitive verticals in search, and OddsFinder combines that challenge with a brand that already commands real trust. It’s a strong platform, and we’re pleased ITV chose us to help them grow the brand. It’s a big win for us.”
OddsFinder is available on the App Store, Google Play and a dedicated website. As reported by SBC News, UK betting stakeholders will observe whether the comparison model offers a sustainable path to gambling-related revenues after the ITV Win abandonment.
Reporting: SBC News
Generated by SCCG’s automated editorial system from published source reporting. SCCG Management holds editorial responsibility.
The 40% RGD drove ITV from operator to affiliate overnight—a lighter model, lower margin, and a clear signal on UK viability.
We've watched this duty hike reshape entry strategies across Europe. ITV's retreat mirrors what we're hearing from media groups and PE sponsors: when tax hits 40%, aggregation beats operation. They're monetizing audience without regulatory load—smart pivot, thinner upside, and a case study for every broadcaster weighing direct-to-consumer risk in punitive jurisdictions.
- ITV scrapped ITV Win sportsbook expansion after Remote Gaming Duty rose to 40%
- OddsFinder aggregates odds via Funteron but takes no bets or funds
- Affili8 hired for SEO, ASO and AI visibility to scale beyond TV reach
SCCG angle: SCCG has guided multiple broadcasters and media platforms through licensing, affiliate network vetting, and commercial structuring for iGaming—whether they operate or aggregate. For partners exploring lighter affiliate or comparison models in high-duty markets, we connect technology providers, performance agencies, and compliance counsel who've built these plays before. We help you run the numbers and pick the model that survives the tax line.
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