PokerStars on Betfair Launches as Flutter Unifies UK Poker Strategy
Published on by Zena Grantham
Flutter Entertainment has launched PokerStars on Betfair, marking the first phase of a wider strategy to consolidate its UK poker brands under a single network. Betfair is the first brand to adopt the PokerStars platform, with Sky Poker and Paddy Power expected to follow later this year as Flutter rolls out its new PokerStars Network (PSN). The rollout reflects Flutter’s wider strategy for online poker, following similar integrations across North America and Italy.
Flutter builds on a proven strategy
Flutter is following a model previously introduced in other regulated markets. PokerStars is already integrated with FanDuel in North America, while Sisal and SNAI adopted the same approach in Italy. The experience gained in these markets has shaped Flutter’s UK rollout
Betfair is the first brand to complete the integration, with Sky Poker and Paddy Power expected to follow later this year. Once the rollout is complete, Flutter’s UK poker brands will operate on the PokerStars Network while continuing to trade under their existing brand identities.
Addressing a fragmented poker market
Flutter believes the long-term success of online poker depends on connecting players across a larger network, as regulation continues to fragment player pools in individual markets.
Mike Woodbridge, Chief Commercial Officer at PokerStars, said:
“PokerStars is the most iconic brand in global poker – these changes ensure that it remains a core, strategic brand within Flutter’s portfolio.”
“In recent years, the market environment has gotten harder for brands like PokerStars. A patchwork of regulation from one market to the next has fragmented the global game and led us to make difficult decisions to exit certain markets and not enter others.”
“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.”
Sky Poker and Paddy Power are expected to join the PokerStars Network later this year, although the migration date has not yet been confirmed. Existing PokerStars UK customers will remain on the current platform until Flutter begins the next phase of the integration process.