Funteron and ITV launch new OddsFinder App for horse racing fans

The landscape of sports betting technology is witnessing a significant shift as live media integration becomes more sophisticated. Funteron Limited, headquartered in Belfast, has officially marked its entry into the United Kingdom's betting market. On July 31, 2026, the company released the ITV OddsFinder app, a companion tool designed specifically for horse racing enthusiasts. This application aggregates live prices from a network of UK-licensed bookmakers, providing viewers of ITV Racing with a continuous stream of updated odds. Unlike static comparison sites, this tool functions as a live decision engine that reflects current market conditions at every moment of the broadcast.

Funteron occupies a distinct niche in the industry. Led by Executive Chairman Keith O’Loughlin, the firm operates purely as a B2B infrastructure provider. The app does not accept wagers, manage customer deposits, or dictate odds. Instead, it serves as a transparent layer above the operators. This model allows ITV to explore new commercial avenues by offering utility to its audience that goes past conventional commercial breaks. The timing of the launch was strategically aligned with the Qatar Glorious Goodwood Festival, one of the premier events on the flat racing calendar, running from July 28 to August 1, 2026.

Numbers and facts

The Glorious Goodwood Festival features five days of high-stakes racing, including three prestigious Group 1 events: the Goodwood Cup, the Sussex Stakes, and the Nassau Stakes. These races attract massive viewership on ITV1 and ITV4. The OddsFinder marketing campaign is embedded directly into these broadcasts, running commercials throughout the festival week. Funteron leverages ITV's established reach to gain immediate traction. Currently, the app is available for download on the App Store and Google Play, with a dedicated web version at itvoddsfinder.com under active development.

Keith O’Loughlin brings a wealth of industry knowledge to the project, having previously held senior positions at major firms like OpenBet, Coral, and BoyleSports. He emphasized the independence of the platform:

"Funteron exists to give sports fans genuine choice and the confidence that they are seeing the best available price. ITV OddsFinder brings leading bookmakers together in one independent comparison, built around the live racing audience on ITV." - Keith O’Loughlin, Executive Chairman at Funteron

ITV’s management also highlighted the strategic importance of the launch. Mike Barrett of ITV stated that the broadcaster is always searching for new ways to benefit both advertising partners and viewers through live sport innovation. The app aims to provide a streamlined, high-value experience for fans during live coverage.

Background

The collaboration between a major terrestrial broadcaster and an odds aggregator represents a growing trend in the UK media landscape. Media owners are looking for ways to further monetize their live sports rights. As the UK's largest commercial broadcaster, ITV provides an unparalleled platform for such a venture. Funteron’s technology acts as the technical backbone, funneling data from multiple licensed operators. For the bookmakers involved, it offers a chance to compete directly on price, gaining visibility in front of a highly engaged audience without forcing the user to manually check multiple websites.

Why it matters for German players

For residents of Germany, the utility of such a British-focused app is legally restricted. The German Interstate Treaty on Gambling 2021 (GlüStV 2021) dictates that players must only use services provided by operators listed on the official GGL whitelist. German regulations include strict player protection measures such as the 1,000 Euro monthly deposit limit tracked via the LUGAS system and a 1 Euro per spin limit on virtual slots. Any odds comparison tool operating in Germany would need to strictly feature only GGL-licensed partners and adhere to specific advertising laws. A tool primarily featuring UKGC-licensed bookmakers would not be legally compliant for the German market.

What it means for GGL-licensed casinos

Casinos and sportsbooks holding a German license from the GGL must comply with rigorous advertising standards. The implementation of a similar app in Germany would have to ensure it does not violate the ban on advertising for unlicensed gambling. Furthermore, any integration of odds would need to be handled carefully to avoid creating excessive incentives for gambling, which is a key focus of the GlüStV 2021. German operators currently focus on cooperation within the regulated framework, prioritizing tools linked to the OASIS player blocking system. However, the OddsFinder launch demonstrates the technical potential for media-betting integrations, provided they respect local regulatory boundaries like LUGAS.