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Flutter Entertainment is consolidating its UK poker business under the PokerStars brand, a strategic move designed to increase player liquidity, improve the playing experience, and reinforce PokerStars’ role as the group’s flagship poker platform.
The transition begins on 13 August, when PokerStars on Betfair launches, with Sky Bet and Paddy Power expected to migrate later this year. Rather than operating separate poker ecosystems across multiple brands, Flutter is bringing them together under a single network while preserving each brand’s existing casino offering.

A Single Network, Larger Player Pools

The first phase of the rollout will see PokerStars integrated into Betfair under the co-branded PokerStars on Betfair identity. Although the current PokerStars UK platform will continue operating during the transition, Flutter intends to migrate the platform, customers, and product experience to the Betfair Casino ecosystem over time.
The same approach will later extend to Sky Bet and Paddy Power. Once complete, all three brands will feed into a shared liquidity pool connected to the wider PokerStars Network, Flutter’s international poker ecosystem.
In online poker, liquidity is one of the industry’s most valuable assets. A larger player base translates directly into more active cash games, faster seat availability, larger tournament fields, and more attractive prize pools. By eliminating fragmented player pools across its own brands, Flutter aims to create a stronger and more competitive poker proposition.

Leveraging Scale Across the Portfolio

The consolidation reflects a broader strategy already deployed elsewhere in Flutter’s business. Similar integrations have been implemented through FanDuel in the United States and Sisal and SNAI in Italy, where multiple consumer brands operate on a common poker infrastructure.
According to Flutter, concentrating players on a single network allows the company to maximise liquidity while delivering a more consistent product experience across its portfolio.
Kim Daly, Managing Director of Betfair, described the integration as an opportunity to combine two established brands into a unified gaming proposition:
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.He added that combining PokerStars with Betfair’s sportsbook and casino products creates a fully integrated entertainment offering spanning poker, sports betting, and casino gaming.

Reinforcing PokerStars’ Strategic Role

PokerStars became part of Flutter’s portfolio following its acquisition of The Stars Group in 2020, a deal that significantly expanded Flutter’s presence across regulated online gaming markets.
Since its launch in 2001, PokerStars has established itself as one of the most recognizable brands in online poker. However, the industry’s evolution has fundamentally altered the competitive landscape. Increasing regulatory fragmentation has divided liquidity across national markets, making it more difficult for operators to sustain large player pools.
Mike Woodbridge, Chief Commercial Officer at PokerStars, said the restructuring reinforces PokerStars’ long-term strategic importance within Flutter:
PokerStars is the most iconic brand in global poker. These changes ensure it remains a core strategic brand within Flutter’s portfolio.He added that consolidating Flutter’s player base onto a single network is intended to reverse that trend by creating healthier player pools and encouraging greater engagement across the platform.

A Strategic Shift Beyond Rebranding

While the transition introduces new branding across Flutter’s UK portfolio, its primary objective is operational rather than cosmetic. In poker, network scale is a competitive advantage that directly influences player retention and long-term profitability.
By consolidating liquidity instead of maintaining multiple isolated player pools, Flutter is positioning PokerStars as the group’s central poker ecosystem. The strategy not only simplifies its product portfolio but also strengthens the network effects that remain essential to competing in an increasingly regulated online poker market.