Online Poker Under the Flutter-Stars Group Merger: Six Key Points Online Poker Under the Flutter-Stars Group Merger: Six Key Points
Key Takeaways
  • Flutter would be juggling PokerStars and Full Tilt, two iPoker skins, and two independent platforms—Sky and Adjarabet.
  • It also already has online poker interests in Italy and Spain.
  • Long term, many of these many be brought into the PokerStars network while retaining brands.
  • One concrete plan is the integration of the Betfair betting exchange into the PokerStars product.
  • With PokerStars a key part of the deal, is it important that TSG keeps up poker product development and maintains market position.

When Flutter announced the all-share acquisition of The Stars Group late last month, naturally the focus was on the sports betting side of the business.

The two companies will be bringing together half a dozen big brands—Sky Bet, FOX Bet, and BetStars on one side; Paddy Power, FanDuel and Betfair on the other. Between retail and online, the combined business would generate more than half its revenue from sports betting.

The enlarged company has grand plans for synergies and growth in this area, with a particular focus on opportunities in the United States. This was explored in detail in a PRO feature last week.

Less has been said about online poker, a business that would still make up close to 20% of the entire Flutter company post-acquisition. How does adding PokerStars to the portfolio help with potential cross-sell? What will the operator do with its existing iPoker skins? Where does Adjarabet’s leading poker platform in Georgia fit into the equation? What is there to learn from the SBG acquisition? These questions and more are discussed below.