Stockton’s iGaming Agency Wins Major 12-Month ITV OddsFinder Contract

A digital marketing agency based in England’s Tees Valley has landed a 12-month contract with ITV to grow the visibility of the broadcaster’s new horse racing odds comparison app. Stockton-based iGaming Agency, a trading name of Affili8 Marketing Limited, will handle SEO, app store optimization, and AI search visibility work for ITV OddsFinder.

The deal is a notable win for a firm operating outside London, the traditional hub for agencies serving major UK broadcasters and betting brands. ITV OddsFinder launched in late July as a horse racing odds comparison app built in partnership with Funteron, a B2B sports betting odds and discovery platform, aggregating real-time prices from licensed UK bookmakers so racing fans can see which operator offers the best value before placing a bet.

A London-Sized Contract Landed Outside London

Chris O’Rourke, director and co-founder of iGaming Agency, said the contract reflects a shift in where specialist iGaming marketing talent is based. “Winning work with ITV is a proud moment for everyone here,” O’Rourke said. “There’s a view that the specialist agencies serving global brands all sit in London, and that simply isn’t the case anymore. We’ve built a team in the Tees Valley that competes at the top of a demanding international sector, and ITV coming to us on a referral shows that work speaks for itself wherever you’re based.”

O’Rourke said the agency was referred to ITV before going through a competitive pitch process to secure the work. Mike Barrett, ITV’s Controller of Agency & Client Sales, credited the firm’s track record in the sector for sealing the deal. “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,” Barrett said.

What the Contract Covers

As part of the agreement, iGaming Agency will work to boost ITV OddsFinder’s discoverability across traditional search engines, app stores, and increasingly important AI-driven platforms such as ChatGPT and Google’s AI Overviews — a sign of how odds comparison products are now competing for visibility well beyond standard search results. ITV OddsFinder pulls together real-time pricing from a network of licensed UK bookmakers for races broadcast on ITV Racing, letting users compare value across operators before deciding where to place a bet.

iGaming Agency brings more than a decade of combined experience in the sector and has previously worked with brands including BOYLE Sports, Lottomart, OddsMonkey, and Racing TV. The ITV deal adds another high-profile client to that list and comes during a growth year for the company, which recorded its first £1 million turnover in the last financial year after starting as a small Tees Valley start-up.

Part of a Bigger Trend in Odds Comparison Tools

ITV OddsFinder’s launch also marks the broadcaster’s return to the betting space after shutting down its short-lived ITV Win casino platform earlier this year. Rather than operating as a direct gaming product, OddsFinder functions more as an odds shopping and affiliate marketing tool, a model that’s gained traction as bettors increasingly expect to compare prices across multiple sportsbooks before committing to a wager, much like how betting odds work across different operators in the first place.