PokerStars has confirmed a content migration move that will see the platform’s poker offerings now available exclusively via the Betfair platform in the UK.
This switch will be formally active as of 13 August and spells the inception of a new co-branded entity named PokerStars on Betfair. Following on from this, PokerStars’ UK content will also become available via additional Flutter brands Paddy Power and Sky Poker later this calendar year.
As outlined by the poker operator, this migration seeks to better player experience and ties in with a more ‘liquidity-focused operating model’ from PokerStars and Flutter – which centers around introducing more tailored customer experiences across global poker markets.
Indeed, PokerStars’ US content was migrated onto Flutter’s FanDuel brand in Q1 this year as part of a move which mirrors this latest development. Further, Flutter also imitated this strategy with its Sisal and Snaitech brands in the Italian market.
Commenting on this latest move was PokerStars’ Chief Commercial Officer, Mike Woodbridge, who 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 got 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.”
Building on this was Kim Daly, Managing Director of Betfair, stating: “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.”
This latest news comes at a pivotal point of change for Flutter, as CEO Peter Jackson announced last week that he would be stepping down in October to be succeeded by Dan Taylor.
Flutter’s $6bn 2019 merger with The Stars Group (former owner of PokerStars) created one of the world’s largest gambling conglomerates
