Just like 18 months ago, synergies, complementary brands, and better US positioning justify the merger.

A mega-merger justified through synergies and market growth; a menagerie of brands in Europe; a two-brand, complementary strategy in the United States; expected investigations and lengthy timelines. Last week, Flutter and The Stars Group announced a shock proposal to merge and create the world’s largest online gambling company, and there is a lot to unpick.

In part one of this two-part analysis, five key points focused on the proposed sports betting strategy are considered. Part two will look at implications for poker.