ITV has appointed Affili8 Marketing, trading as iGaming Agency, to lead digital planning and SEO for its newly launched OddsFinder comparison product.
OddsFinder does not accept bets or hold customer funds, with ITV positioning the service strictly as a discovery and comparison platform rather than a sportsbook.
The product was developed in partnership with sports betting odds comparison platform Funteron, aggregating real-time prices from licensed UK bookmakers into a single interface.
Users can compare available odds for races featured on ITV Racing, with the app updating continuously so the latest prices are always visible before any decision to place a bet.
Paddy Power, Sky Bet, bet365 and Betfair are among the operators currently featured on the platform, which also covers football and tennis alongside horse racing.
ITV unveiled OddsFinder ahead of the 2026 Glorious Goodwood festival, which ran from 28 July to 1 August, with an advertising campaign broadcast across ITV1 and ITV4.
The launch represents a significant rethink of ITV’s commercial strategy for iGaming, following the cancellation of its planned expansion of the ITV Win product.
That expansion, developed with Richmond Atlantic and Gaming Innovation Group, was abandoned after the UK government raised Remote Gaming Duty to 40%, making the venture commercially unviable.
Affili8 has been contracted for 12 months to develop OddsFinder’s visibility across traditional search engines, app stores and emerging AI-powered discovery platforms, including SEO, App Store Optimisation and LLM visibility.
The agency was initially referred to ITV before securing the contract through a competitive pitch process, drawing on more than a decade of experience working with betting and gaming clients including BoyleSports, Lottomart and Racing TV.
Mike Barrett, ITV controller of agency and client sales, said: “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.”
The ITV appointment follows a landmark period for Affili8 Marketing, which recorded its first £1 million turnover during the last financial year.
Chris O’Rourke, director and co-founder of iGaming Agency, added: “Winning work with ITV is a proud moment for everyone here. There’s a view that the specialist agencies serving global brands all sit in London, and that simply isn’t the case anymore.”
