All of a Flutter: Five Thoughts on the Proposed Flutter-TSG Merger All of a Flutter: Five Thoughts on the Proposed Flutter-TSG Merger
Key Takeaways
  • Just like 18 months ago, synergies, complementary brands, and better US positioning justify the merger.
  • Flutter becomes more product diversified; TSG more concentrated in sports.
  • “The opportunity to cross-sell between the betting exchange and poker is a very real opportunity that has a lot of potential”
  • It seems that PokerStars will remain the key brand in much of Europe for poker, casino and sports.

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.