All Flutter’s Sports Betting Brands Move To PPB Platform

Flutter Entertainment has published its Half-Year report, which not only revealed a great start to 2020 with a 49% year-on-year rise in revenue that reached £1.52bn but also certain changes in the Group’s future strategy.

Namely, Flutter’s integration of TSG will see it shift all sports betting brands to the Paddy Power Betfair platform while the company seeks to scale up investments in PokerStars.

Expanding Product Range

Officially completed at the beginning of May, the aqcuisation of The Start Group resulted in the creating of the world’s largest online gaming company, which brought together a wide range of brands and products and a diverse global presence.

“It also strengthened the breadth of the group’s technology capabilities, with our task now to develop and expand our range of innovative products while delivering the best player protection framework to our customers,” Flutter said.

Since the completion of the deal…

… Flutter has taken a number of significant steps intended to boost the performance of all its divisions, leveraging a federal operating model. The latter features five reporting segments with Australia (including Sportsbet and BetEasy) remaining a separate sector.

The other four segments are represented by the non-US TSG, Paddy Power/Betfair/Adjarabet, Sky Betting and Gaming, and all US (FanDuel, TVG plus TSG) operations respectively.

When it comes to technology integration, it was agreed that Paddy Power Betfair’s online sportsbook platform is the best solution to serve the company’s global needs.

As a result, FanDuel, which expanded its deal with IGT earlier this month, will move to the platform that incorporates proprietary technology and SG Digital’s OpenBet.

Given that in Australia…

… Flutter decided to stick with a single-brand strategy, BetEasy customers will migrate to Sportsbet.

“Across the remaining divisions, detailed reviews are well advanced to determine our brand, product and technology strategies,” it said. “Once completed we will move swiftly to execute on our plans, just as we have in Australia.”

Investments In PokerStars

In the coming months, Flutter is going to focus on investments in PokerStars. The main goal is to boost revenue growth, which was under an industry average in 2019, scoring 14% compared to 25% respectively.

Apart from a reconsideration…

… of PokerStars’ products, technology, and customer experience, the Group plans to scale up promotions, which were reduced in the last five years.

“It is clear that the customer perception of the PokerStars product lags behind competitors in a number of jurisdictions and we have work to do to address this,” the operator explained.

“We are looking at ways in which we may be able to accelerate development work on product and operational improvements to address these gaps and to build increased flexibility into the technology stack“.

Moreover, Flutter is going to refresh the sportsbook product and look for extra M&A opportunities to ensure “further enhance the growth profile and diversification of the Group”.

It added that “given the strength of our presence in our core markets (e.g. UK, Ireland, and Australia), it is more likely that such transactions will be pursued by our International division.”

Source:

“Flutter to migrate all betting brands to PPB platform“, igamingbusiness.com, August 27, 2020.