Sports participation, inside the brands fans love
Betting has been digitised. It hasn't been disrupted.
Phones, music, taxis, travel and banking all changed when someone made it easy for the customer to choose. Funteron is doing that for sports betting, inside the sports and media brands fans already love, with more than 60 licensed bookmakers behind it.
Watch the videoFunteron sets no odds, holds no funds and accepts no bets.
Saturday 5.30pm
Home side v Away side
Who will win? Home side
- bet365 2.10
- Sky Bet 2.15
- Betfair 2.12
- Paddy Power 2.20 Best price
- BoyleSports 2.05
Illustration · Powered by Funteron · 18+
60+
Licensed bookmakers signed
12
Territories with bookmaker contracts
Live
In the UK with ITV OddsFinder
£10m+
Invested in the platform, with three ways to integrate
Working with licensed bookmakers including:
Built around the sport:
Football Horse racing Cricket Rugby Motorsport Ice hockey Tennis GolfThe pattern
Every industry but one.
Customers never asked for these revolutions. They just moved, in their millions, the moment someone made life easier.
Funteron is built for the last one.
Read the paperThe unfair advantage
The fastest disruptors had the owners on their side.
Apple had 100 million iPods and the record labels. Spotify had the labels too. Sky Bet had Sky Sports. Uber had almost everyone against it and spent years in court. In betting, what the fan loves is the sport, and the rights and the attention belong to the leagues, clubs, broadcasters and publishers. Funteron works for them.
Live with ITV. Three further media and sports partnerships agreed. The partner's brand on the front, licensed bookmakers behind.
Sources: S&P Global Market Intelligence, April 2026; Sportico, 2026; Apple, April 2007; CNBC, September 2020.
Power back to the fan. Control back to the brand.
Same fans. Same bookmakers. A new model.
The bookmaker is still essential. It just doesn't have to be the destination.
One bet. Four ways to say it.
Fractional, decimal, American and the way Funteron shows it.
- Think of Funteron as the Intel Inside of sports participation: the fan never sees it, but enjoys it in every moment.
- Paid like a marketing partner. Built like infrastructure. The fan never leaves the brand, and every bet is placed from inside it.
- For bookmakers: a fair, neutral route to recreational sports fans they would not reach on their own, with integrations in two to four weeks.
How it works
Stripe gave businesses one simple way to take payments. Funteron gives brands one simple way to offer betting.
The brand owns the fan. Licensed bookmakers take the bets. Funteron is the layer in between that connects the two, so a fan who wants a bet can have one without leaving the brand they came for.
IN FRONT
Your brand
Broadcaster, publisher, league, team or app. The fan sees only your brand, with a small Powered by Funteron mark.
IN THE MIDDLE
Funteron
Live prices, bookmaker offers, account linking, bet slip and "My bets", connected to the licensed bookmakers in each market.
BEHIND
Licensed bookmakers
They hold the licence, the customer funds and the bets. They pay commission on the customers who join them through your brand.
Integration
Three routes in. The closer to your fans, the better it works.
Every route is in your brand. The difference is how much of the experience you build and run yourself.
Any regulated market. Fans see the prices, offers and bookmakers for their own jurisdiction, handled in the background. How the technology works
The video
The Funteron demo.
How a fan goes from the story or the score to a bet with a licensed bookmaker, without leaving the brand.
See it working
Two demos you can tap through like a fan.
The same Funteron layer, shaped for two very different partners: a sport running its own fan app and a media brand adding betting to the way people already watch.
Sports participation
A fan who is invested watches differently.
Fans already come back for the news, the scores and the live moment, on days when nobody bets. Funteron adds a bet to that habit.
Ask anyone who has had a fiver on the Grand National. The race feels different when you have a horse in it. A free prediction against your mates, a place on a leaderboard or a small bet on the next goalscorer all do the same thing. They turn watching into taking part.
It's not the stake.
It's the connection.
Follow
Closer to the action
News, scores, stats and the live moment, all in the brand the fan already uses. Free, for everyone.
Predict
Play along for free
Pick the winner, call the score, climb the leaderboard and beat your mates. Points and bragging rights, no money needed.
Bet
A simple bet, if you want one
For adults who fancy it: a bet in plain words and plain money, with a licensed bookmaker, without leaving the sport.
Sports participation is the whole experience. Betting is one part of it, and always optional. It also leaves room for games and new kinds of sports content that bring fans closer to the sport they love.
Why now
The demand is there. The product isn't.
Fans want an easy, social bet on the big moment, but the products were built for the regular bettor.
Media pays more for sport every year. It needs more back from each fan than advertising can give.
Betting has outgrown the fan. One data company covers more than a million matches a year, and fans placed more than 700,000 different bet builder combinations on one World Cup semi-final. More betting is not the same as better betting.
Regulators want protection they can see. Brazil shut its licensed market by provisional measure less than two years after it opened. The UAE licensed its first sports betting site in 2026.
Some fans will never bet, and that is their choice. Plenty would enjoy a small bet on the sport they love if it made sense to them. Funteron works in the centre circle.
Read The centre circleSources: YouGov, 30 April 2024 and 31 January 2024; H2 Gambling Capital via Genius Sports, March 2026; Betting by numbers for the matches and bet builder figures; The centre circle for Brazil and the UAE.
Live now
ITV OddsFinder
Funteron built and runs ITV OddsFinder, ITV's betting companion for UK sports fans. It launched around Glorious Goodwood 2026 and brings live prices, bookmaker offers and account linking together in ITV's brand.
It is the first Funteron partnership to go live, with further media and sports partnerships agreed and in build.
Try the media demo
UK
Live market
ITV
Exclusive partner
2026
Launched at Goodwood
3
Further partnerships agreed
Proven before the UK. The platform first went live in Greece in October 2023, a fully regulated market, and grew from five to nine bookmakers with no paid marketing.
The path
Proven in one of the hardest markets.
Stripe and Airbnb got it right for a few customers before they spent to grow. The UK is one of the most competitive betting markets in the world, and its bookmakers are among the most advanced. Funteron launched there with ITV, because a platform that works in the UK can work anywhere.
1. Prove Live
ITV OddsFinder, live in the UK since July 2026, with the UK's biggest bookmakers on the grid.
2. Embed In build
Three further media and sports partnerships agreed and in build. Betting moves inside partners' own apps and coverage, rather than sitting beside them.
3. Expand Contracted
More than 60 licensed bookmakers already contracted across 12 territories. Each new market runs on the same platform, with local prices, offers and rules built in.
4. Platform The destination
One integration for any brand in any regulated market, by API, widget or managed app.
Why it is hard to copy
- Capital can fund the technology. It cannot skip the bookmaker approvals: more than 60 licensed bookmakers, signed one at a time.
- Neutral by design. Funteron sets no odds, holds no funds and accepts no bets, so every licensed bookmaker can join. No single bookmaker can offer a brand that choice.
- Each launch reuses the platform, the bookmaker network and what the last launch taught.
- The owners of the sport are on Funteron's side.
Responsibility
The sport comes first.
Funteron is not trying to turn audiences into gamblers. It gives fans who want a bet a simple, fair way to have one, inside the sport they came for.
Sport only
No casino. The fan stays in the sport and in the partner's brand.
Licensed bookmakers only
Every bet is placed with a bookmaker licensed in the fan's market, after its own age, identity and safer gambling checks.
Protection by design
Funteron works with its bookmaker partners on player protection and keeps the experience clear, with no misleading claims.
Leadership
Built by people who helped build the industry it is changing.
Senior experience from OpenBet, IMG ARENA, Gala Coral, BoyleSports and EY. And from Booking.com, which showed what happens to an industry when the customer gets an easy way to choose.
"Every big shift has had one thing in common. Someone made it easy for people to choose and transact, and gave the power back to the customer. The customer pays everyone's wages."
Keith O'Loughlin in
Founder and Chief Executive Officer
Led OpenBet's sportsbook and platforms business through its transformation and the Endeavor deal. Earlier CEO of BoyleSports Online and Director of Sportsbook at Gala Coral.
Andy Hoskins in
Chief Operating Officer
Former SVP Business Operations at OpenBet and IMG ARENA. Led the ITV OddsFinder launch. Previously Worldpay.
Misa Stojkovski in
Chief Technology Officer
Former CTO and CPO at Shackle, Director of Software Development at Getir and seven years leading teams at Booking.com.
Aine Gleghorne in
Chief Financial Officer
FCCA. Formerly Assistant Director, Strategy and Transactions at EY. Before that, KPMG.
James McKay in
Chief Product Officer
Product leader with 18 years in online gaming, including LiveScore, Virgin Bet, Roxor Gaming and SG Digital.
Darren McGrath in
Chief Marketing Officer
Brand builder and creative strategist with 25 years' experience. Former owner and director of Brando.
Client marketing with Schoolhouse Lane, Funteron's preferred client marketing agency.
The thinking
What Funteron believes.
Keith O'Loughlin has set out in public how sports betting should change, in a series of papers on wherebettingbelongs.com. Each one makes a single point.
Report · September 2026
Sports betting has become a distribution problem, not a pricing problem.
Where Betting Belongs
Making betting simple · September 2026
A fan should not need a new vocabulary and a new kind of maths to understand a £10 bet.
Algebra in French
Betting by numbers · September 2026
Bookmakers organise betting around markets. Fans organise their attention around sports, teams and moments.
A million matches a year
Disruption · October 2026
Betting is the next industry to change.
The customer wasn't asking for a revolution
Player protection · October 2026
A market that loses the public's trust can be switched off, however strict its rules.
Brazil has banned online betting
Article · October 2026
A bet on sport and a spin on a slot are different products.
A bet on sport should stay a bet on sport
Player protection · October 2026
Play the long game. Put the fan first.
In the fan's corner
Market sizes · November 2026
Betting exists because of sport. It should live there too.
The centre circle
Prediction markets · November 2026
Most people never wanted to become traders. They wanted an easy bet.
The loophole and the lesson
Guides
Betting, explained properly.
Free guides for fans, media brands and anyone who has ever nodded along in the pub.
THE BETTING DICTIONARY
From acca to Yankee
Every betting word in plain English, from a pony to "the going is soft", with an odds ladder in fractions, decimals and American odds.
Look it up →MAKING BETTING SIMPLE
The slip says £20. It costs £140.
Why betting feels like algebra in French, and how Funteron takes the jargon and the maths away.
See how →BETTING BY NUMBERS
A million matches a year
How much betting is on offer today, and what that means for the fan who just wants one bet.
Read the paper →PLAYER PROTECTION
In the fan's corner
How Funteron designs betting so fans are still enjoying it in ten years, and what protection looks like when it is built in, not bolted on.
Read more →The betting dictionary
To have a bet, you have to learn a language first.
Wrist. Rule 4. A Yankee. A double carpet. Betting has built up 166 words, slang terms and abbreviations that regulars take for granted and everyone else has to guess. Funteron put them all in one place, in plain English. Then it designed products that need none of them.
Do you speak bookie?
FAQ
The questions people ask first.
Short answers here. The full FAQ covers media brands, sports, fans, bookmakers and investors.
Read the full FAQIs Funteron a bookmaker?
No. Funteron sets no odds, holds no funds and accepts no bets. Every bet is placed with a licensed bookmaker, which holds the fan's account, the money and the bet. Funteron is the layer that connects the brand to those bookmakers.
How does Funteron make money?
Licensed bookmakers pay commission on the customers who join them through a Funteron partner, in the same way they pay any marketing partner. Funteron shares that commission with the media brand or sport. Fans pay Funteron nothing.
Is this just an affiliate business?
Paid like a marketing partner. Built like infrastructure. Funteron is paid through bookmaker commission, as an affiliate is, but the product is very different. Fans do not click away to a bookmaker. They use the partner's app as if it were their own betting app, and their bets are placed with the bookmaker from inside it. That is what lets very large media and sports audiences take part.
Do we need a gambling licence?
Funteron sets no odds, holds no funds and accepts no bets, so it does not operate as a bookmaker, and in Great Britain it holds no Gambling Commission licence because its legal advice is that none is needed. Every bet is placed with a bookmaker licensed in the fan's market. Some markets, including US states, ask marketing partners to hold an affiliate licence; Funteron handles that where it applies. Every partner should take its own advice too, and Funteron will share how its model works.
How long does it take to go live?
Typically six weeks to three months, depending on the route and the markets you want to cover. A managed app or widget is usually quicker for a brand without its own engineering team. Adding a new bookmaker to the grid, the bookmakers a fan can choose from, takes two to four weeks once API access is granted.
How does Funteron protect fans?
Every bet is placed with a bookmaker licensed in the fan's market, after its own age, identity and safer gambling checks, and the bookmaker's tools apply today. Funteron designs its products to go further, as the demos show: Chance mode by default, prices only when a fan asks, sport only with no casino, plain words so a fan knows exactly what a bet costs, a weekly limit offered before the first bet and the helpline on every betting screen. Funteron is building its own controls on top of the bookmakers'. More on designing for player protection.
The sport is there. The audience is there. The technology is there. What has been missing is someone building it around the fan.
For twenty years, betting asked the fan to come to the bookmaker.
Now the market comes to the fan.
The brand fans trust on the front. Licensed bookmakers behind it. Funteron's ambition is to do for sports betting what Stripe did for payments.
Contact
Tell Funteron about your audience.
Media brands, rights holders, bookmakers and investors are all welcome. Expect a straight conversation about what would work for you.
A data room is available to qualified counterparties under NDA.