Flutter Integrates PokerStars with Other Brands to Boost Player Liquidity

Flutter Entertainment, the parent company of PokerStars, is integrating its online poker product with other online gaming and sports betting brands to grow multinational player pool liquidity. This move is part of a broader approach to consolidate the poker product and create a more comprehensive gaming offering.

The integration began with Betfair on Aug. 3, 2023, known as “PokerStars on Betfair,” and will eventually add Stars to Sky Bet and Paddy Power. Betfair Managing Director Kim Daly expressed enthusiasm about the integration, stating, “I’m thrilled to bring two iconic brands under one roof.” The combined platform will offer poker, sports betting, and premium casino gaming all seamlessly integrated.

These moves follow the company’s merger between its U.S. PokerStars platform and FanDuel earlier this year, dubbed PokerStars on FanDuel. This pairing allows Flutter to harness the massive player pool for the poker product in legalized states. The integration plan brought $120 million in additional restructuring and integration costs for the quarter, with estimated $300 million in annualized cost savings by the end of the year.