Leading UK broadcaster ITV is not quite done with the gaming sector yet. Despite the recent shutdown of its real-money gaming platform, ITV Win, the company has now unveiled ITV OddsFinder, a horse racing odds service.
ITV OddsFinder Goes Live
In its official announcement, ITV explained that ITV OddsFinder was developed in partnership with Funteron, a B2B sports betting odds comparison and discovery platform. The emerging product is an app that allows players to compare racing odds across legal bookmakers in the United Kingdom.
ITV explained:
Created in association with Funteron, a B2B sports betting odds comparison and discovery platform, the app brings together real-time prices from leading bookmakers for each race on ITV Racing in a single view, so users can see which operator is offering the best value before deciding whether to progress through to that bookmaker to place a bet.
ITV statement
ITV OddsFinder Leverages Funteron’s odds comparison framework, which aggregates real-time pricing from a network of licensed sports betting operators in Great Britain. The ITV OddsFinder app therefore helps bettors navigate the complex world of odds in real time and, since prices update continuously, the comparisons offered by the app are current, based on the moment the user is looking.
ITV OddsFinder is now available to download. The launch will be thoroughly promoted during ITV Racing coverage, informing more people of the new solution available to bettors.
Mike Barrett, controller of agency and client sales at ITV, commented on the launch, saying that it reflects his team’s constant desire to explore new commercial opportunities.
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.
Mike Barrett, controller of agency and client sales, ITV
ITV Win Had to Shut Down
In other news, ITV recently closed the ITV Win gaming platform, which it had launched in January. The brand was launched in partnership with Gibraltar-based Richmond Atlantic and was powered by technology provided by Gaming Innovation Group.
Unfortunately, Richmond failed to secure external investment. The setbacks eventually caused it to scale back its business, reduce its workforce, and wind down the ITV Win brand. As a result, ITV’s real-money gaming venture ended up short-lived.