PokerStars is set to become the primary poker product across all of Flutter's online casinos in the UK, with the rollout beginning in August.
The migration will start with Betfair moving to PokerStars, with plans to extend the brand across Sky Bet and Paddy Power later this year.
Consolidation Goals
The consolidation is expected to create one shared global online network that would increase player liquidity.
Managing Director for Betfair Kim Daly stated: “I’m thrilled to bring two iconic brands under one roof. By integrating PokerStars onto the Betfair platform, we’re uniting two category-transformers that share a passion for innovation and player empowerment.”
Daly added: “Combined with the market-leading Betfair Casino product we’ve developed, this creates a truly comprehensive offering – poker, sports betting, and premium casino gaming all seamlessly integrated.”
Strategic Importance
Chief Commercial Officer Mike Woodbridge at PokerStars added: “PokerStars is the most iconic brand in global poker – these changes ensure that it remains a core, strategic brand within Flutter's portfolio.”
The move would reduce costs on Flutter's end while improving prize pools and tournament numbers for players. Woodbridge continued: “Players have felt it through thinner fields and smaller tournament prizes on our site.”
“We want to do something about that, so we’re moving to a different model with the aim of improving liquidity and player pools and bringing people back to the poker table,” Woodbridge said.
Background and Expansion
PokerStars was founded in 2001 and became an established fixture in the industry, drawing attention from Flutter in 2020, which purchased the brand's parent company, The Stars Group.
Flutter has already integrated PokerStars into its biggest US platform, FanDuel — described as the biggest betting brand in the world — and brands in Italy, Sisal and SNAI.
