Flutter UKI to Launch ‘PokerStars on Betfair’ to Boost Liquidity Across Brands
Similar consolidation initiatives have already been executed across Flutter's international divisions, including FanDuel in the United States as well as the Sisal and SNAI platforms in Italy.
Flutter Entertainment is uniting two of its flagship divisions with the debut of PokerStars on Betfair on 13 August, launching a shared network model aimed at consolidating player pools and expanding tournament prize pools.
The integration forms part of a wider strategic shift by Flutter UKI, which plans to migrate its remaining UK-facing poker brands—Sky Poker and Paddy Power—onto the Betfair tech framework later this year. Once complete, all three operator brands will plug directly into PokerStars' core international .com liquidity pool.
Similar consolidation initiatives have already been executed across Flutter's international divisions, including FanDuel in the United States as well as the Sisal and SNAI platforms in Italy.
Under the unified network, players across Flutter's UK portfolio will gain shared access to satellite qualifiers for live flagship tournaments such as the European Poker Tour (EPT), with centralised game integrity and security protocols operating across the network.
Commenting on the migration, Kim Daly, Managing Director for Betfair, said:
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.
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. It’s a powerful moment for the industry, bringing together the very best in innovation to create an unmatched experience for players everywhere.
Addressing Market Fragmentation
The strategic overhaul is designed to counter the impact of regulatory fragmentation across international markets, which has increasingly split player bases and reduced overall field sizes for online tournament series.
Elaborating on the industry challenges driving the decision, Mike Woodbridge, Chief Commercial Officer at PokerStars, stated:
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 got harder for brands like PokerStars. A patchwork of regulation from one market to the next have fragmented the global game and led us to make the 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.
Strategic Takeaways
Network Integration: Combines Betfair, Sky Poker, and Paddy Power poker operations into the global PokerStars .com liquidity framework.
Launch Date: Debut of the co-branded 'PokerStars on Betfair' platform scheduled for 13 August 2026.
Enhanced Prize Pools: Aimed at increasing player volumes, larger guarantees, and broader tournament entries across the network.
Live Tournaments: Provides unified satellite paths to major live events, including the European Poker Tour (EPT).
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