PokerStars is moving to a more liquidity-focused operating model that brings tailored, regional experiences to players through the PokerStars Network
Flutter Entertainment is continuing to bring poker players from across its brands to PokerStars, with Betfair in the United Kingdom joining the PokerStars pool this week.
From August 13, Betfair customers in the UK will be able to access PokerStars through a new co-branded PokerStars offering on Betfair, reflecting the new global strategy at the parent company of the two brands.
In an effort to improve the player experience, Flutter Entertainment is pooling poker liquidity to create bigger fields and larger prize pools.
Successful migrations have already been completed with FanDuel in the United States, and Flutter’s Sisal and SNAI brands in Italy.
“PokerStars is the most iconic brand in global poker – these changes ensure that it remains a core, strategic brand within Flutter’s portfolio,” said PokerStars chief commercial officer Mike Woodbridge. “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.”
Flutter Entertainment’s Paddy Power and Sky Poker brands will also host the PokerStars product later this year.
Betfair managing director Kim Daly 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.”
Shares in Flutter Entertainment plc. (NYSE:FLUT) closed 0.5 per cent lower at $94.27 per share in New York Monday and were up 1.73 per cent in after-hours trading to $95.90 per share.