What Flutter Entertainment does

Flutter Entertainment plc is a publicly-traded global online sports betting and iGaming operator headquartered in Dublin (registered office) with operational headquarters in New York. The company serves approximately 35 million customers across roughly 100 countries through a federated portfolio of market-leading brands — FanDuel (US), Paddy Power and Betfair (UK & Ireland), Sportsbet (Australia), Sky Betting & Gaming and Sky Gaming (UK), Sisal and Snai (Italy), PokerStars (international poker), tombola (UK bingo), MaxBet (Serbia), Betnacional (Brazil), Adjarabet (Georgia), and Junglee Games (India, exited 2025). Flutter holds #1 positions in US online sports betting (FanDuel, 41% share) and US iGaming (FanDuel, 28% share), as well as leading positions in UK & Ireland, Italy, and Australia.

Flutter's core technology is a global trading and risk management platform with a follow-the-sun operating model across Dublin and Melbourne that processes 1.5 billion daily price changes and 100,000 bets per minute at peak demand. This platform powers pricing for all Flutter brands simultaneously and is augmented by AceAI for personalization and pricing optimization, an NLP-based responsible-gaming system, and anomaly-detection engines that drive Real Time Check In interventions. Proprietary product innovations — Super Sub, 120-Minute Markets, Quick Bets, Penalty Shootout Betting, FanDuel Casino Rewards Club, BeyondPlay jackpots, and the new FanDuel Predicts prediction-market product — are developed within individual brands and scaled across the group through the "Flutter Edge" capability-sharing platform.

Flutter's revenue model is primarily transaction-based, retaining a percentage hold on wagers placed across sports betting, iGaming, poker, and prediction markets. Secondary revenue streams include B2B managed services (sportsbook solutions, Airton Risk Management, data services, exchange partnerships), sponsorship revenue from league and team partnerships, and emerging subscription products such as Sportsdream Rewards ($19/month in Australia). The go-to-market is predominantly direct-to-consumer through proprietary mobile apps and websites, complemented by 1,127 retail shops globally and a small enterprise B2B sales motion targeting other gaming operators.

Name

Flutter Entertainment

Legal name

Flutter Entertainment plc

Website

https://flutter.com

Company type

Public

Founded year

2016

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Flutter Entertainment plc is a Dublin-headquartered, NYSE-listed online sports betting and iGaming operator serving ~35 million customers globally through a federated brand portfolio including FanDuel, Paddy Power, Betfair, Sportsbet, Sisal, and PokerStars, with a follow-the-sun trading platform processing 1.5 billion daily price changes.

Ownership category

akta.pro rank

Product category

Online Sports Betting and Gaming

NAICS

Gambling Industries (7132), Other Gambling Industries (713290)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sportsbooks (Online & Mobile Operators) (MPAEACAA)

akta.pro secondary industry

iGaming Platform Providers (Turnkey/Casino & Sportsbook Platforms) (MPAEAKAA)

Keywords

• Online sports betting
• Online casino gaming
• Betting exchange
• Online poker
• Prediction markets

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices12 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Sports Betting: Core revenue stream from online and retail sports wagering across all Flutter brands including FanDuel (US), Paddy Power (UKI), Sportsbet (Australia), Betfair, Sky Betting & Gaming, and others. Revenue derived from hold on wagers placed across all major sports including NFL, NBA, soccer, and other sporting events.
2. iGaming/Online Casino: Digital casino products including slots, table games, live dealer games. FanDuel Casino became the #1 iGaming brand in the US market by end of 2024. Revenue from poker operations through PokerStars.
3. FanDuel Predicts: Prediction market/event contracts allowing trading on sports and entertainment outcomes. Currently investing $300 million in FanDuel Predicts for 2026 to compete in the prediction market segment.
4. B2B Services: Business-to-business products and services including sportsbook solutions, data services, exchange partnerships, and Airton Risk Management, provided to other gaming operators and partners.
5. Sponsorships and Partnerships: Revenue from sports league and team partnerships including official odds provider relationships and sportsbook partnerships.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Flutter Entertainment operates a portfolio of online sports betting, iGaming (casino, slots, live dealer), online poker, bingo, and prediction market brands targeting consumers in regulated markets globally. The company also provides B2B sportsbook technology, data services, exchange partnerships, and risk management to other gaming operators. Its brands include FanDuel (US), Paddy Power and Betfair (UK & Ireland), Sportsbet (Australia), Sky Betting & Gaming (UK), Sisal and Snai (Italy), PokerStars, tombola, MaxBet (Serbia), Betnacional (Brazil), Adjarabet, and Junglee Games.

Product overview

Flutter Entertainment operates a portfolio of market-leading brands organized as a federated operating model, where brands maintain local autonomy while leveraging shared technology, expertise, and scale through the 'Flutter Edge.' The business is structured across two divisions: FanDuel in the US (holding #1 positions in both online sports betting at 41% market share and iGaming at 28%) and Flutter International covering the rest of the world (with #1 positions in UK & Ireland, Italy, and Australia). The brand portfolio includes FanDuel (US sportsbook/casino/prediction markets), Paddy Power and Betfair (UK & Ireland), Sportsbet (Australia), Sky Betting & Gaming and Sky Gaming (UK), Sisal and Snai (Italy), PokerStars (international poker), tombola (UK bingo), MaxBet (Serbia), Betnacional (Brazil), Adjarabet (international), and Junglee Games (India pre-ban). Core product capabilities include AceAI for personalized recommendations, FanDuel Predicts for prediction markets, and innovative betting features such as 120-Minute Markets, Super Sub, Quick Bets, and Penalty Shootout Betting. Responsible gaming tools include Play Well Tools (deposit limits, time out, budgeting), My Spend spending tracker, and Real Time Check In. B2B offerings include sportsbook solutions, data services, exchange partnerships, and Airton Risk Management. The company serves approximately 35 million customers across regulated markets in the US, UK, Ireland, Italy, Australia, Brazil, Serbia, and other countries.

Differentiator

Problem solved

Functional benefit

Brands

• FanDuel Predicts: Prediction market product launched to compete with platforms like Kalshi and Polymarket, with $300 million investment committed for 2026.
• FanDuel Casino
• The Flutter Edge

Products and services

• FanDuel America's #1 online sports betting and iGaming brand, holding 41% US sports betting market share and 28% US iGaming market share. Offers sports wagering, casino games, and prediction markets across most regulated US states.
• Paddy Power UK and Ireland sportsbook brand and Official Sportsbook Partner of the NFL in UK & Ireland, with retail and online channels.
• Betfair One of the world's largest online betting exchanges, offering peer-to-peer wagering alongside traditional sportsbook with a differential pricing model.
• Sportsbet Australia's leading online gambling brand holding #1 market position and pioneer of Real Time Intervention (RTI) responsible gaming technology.
• Sky Betting & Gaming UK betting and gaming brand with #1 position in UK & Ireland, known for responsible gaming sponsorship partnership with EFL spanning 11 seasons.
• PokerStars World's largest online poker brand, available internationally including Ontario as PokerStars on FanDuel following May 2026 consolidation.
• Sisal Italian online and retail gaming operator with #1 position in Italy, offering sports betting, lottery, and casino products with AI-enabled responsible gaming innovation.
• Snai Italian sports betting and gaming brand that migrated onto Flutter's main risk and trading platform in May 2026.
• tombola UK's leading online bingo brand, expanded internationally via platform partnership with Sisal in Italy including Super Bingo product launch.
• MaxBet Serbian omni-channel gaming operator with approximately 15%-20% share of Serbia's online market.
• Betnacional Brazilian betting brand, recently migrated onto Flutter's main risk and trading platform ahead of World Cup expansion.
• Sky Gaming UK gaming brand operating Sky Vegas platform with focus on casino and slot gaming products.
• Adjarabet International brand operating across multiple regulated markets with focus on local market customization.
• Junglee Games Indian online gaming brand operating in regulated Indian markets prior to India's August 2025 ban on online real-money gaming.
• FanDuel Casino US iGaming brand offering slots, table games, and casino products with over 820 games across five US states. Became #1 in US iGaming market by end of 2024.
• FanDuel Predicts Prediction market product allowing customers to trade event contracts on sports and entertainment outcomes, expanded to all 50 states via partnership with Crypto.com's OG Prediction Markets.
• B2B Sportsbook Solutions Business-to-business sportsbook solutions offered to other gaming operators leveraging Flutter's global scale and market-leading capabilities.
• B2B Data Services Business-to-business data services providing partners access to Flutter's proprietary data and analytics capabilities.
• Exchange Partnerships B2B exchange partnership offerings enabling third parties to leverage Flutter's betting exchange infrastructure via the Betfair platform.
• Airton Risk Management B2B risk management solution for partners, part of Flutter's suite of business-to-business products and services targeting gaming operators globally.
• Sportsdream Rewards $19 per month subscription-based rewards club from Sportsbet Australia offering monthly entries into prize draws for cars, cash, and luxury holidays.

Quantifiable outcome

• 41% US sports betting market share through FanDuel
• +7 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature10 records

Partnerships

16 partnerships are on record, tiered core and minor.

• Crypto.com/OG Prediction MarketscoreTechnology or Integration · 9 June 2026FanDuel Predicts expanded event contract offering through partnership with Crypto.com's CFTC-regulated exchange and clearinghouse OG Prediction Markets. Partnership adds sports and entertainment contracts alongside existing CME Group offering.
• Formula 1coreStrategic or Co-development Partner · 20 May 2026FanDuel named Official Betting Operator through first-ever sportsbook operator partnership in the United States and Canada. FanDuel integrates sportsbook odds into Formula 1's age-gated Betting Guide and develops responsible gaming content.
• Inspired EntertainmentcoreTechnology or Integration · 6 May 2026Long-term contract extension for Inspired to remain exclusive provider of gaming terminals and content to Paddy Power's retail estate in UK. Partnership spans over 25 years.
• Università Cattolica del Sacro Cuore (Milan)minorStrategic or Co-development Partner · 1 January 2026Partnership with Sisal to develop AI-enabled system analyzing chat interactions between customers and Customer Care team. Identifies linguistic patterns signaling emerging risk for responsible gaming intervention.
• NFLcoreStrategic or Co-development Partner · 3 October 2025Paddy Power Official Sportsbook Partner in UK & Ireland. Partnership includes activations across retail and online channels, Paddy Power NFL Showdown game, and fan promotions. FanDuel branding featured at NFL Dublin game.
• Amazon (Prime Video/NBA/WNBA)coreStrategic or Co-development Partner · 30 September 2025FanDuel exclusive odds provider and official partner for NBA and WNBA on Prime Video. Partnership includes bet tracking and Odds View features, custom content for basketball broadcasts, and official sponsor status for NBA on Prime.
• St. Louis CITY SCminorChannel Partner/ Reseller/ Distributor · 15 August 2025Market access agreement ahead of Missouri sports betting launch, enabling FanDuel to operate in Missouri market.
• tombolacoreTechnology or Integration · 16 July 2025tombola's first platform partnership bringing online bingo to Sisal in Italy. Games remain Sisal-branded but powered by tombola's product and liquidity pool. Includes casino product integration and Super Bingo launch.
• BeyondPlaycoreTechnology or Integration · 9 July 2025Acquisition of BeyondPlay to add jackpot functionality to FanDuel Casino. Every player can opt in to chance of winning site-wide jackpots. Over 150,000 unique jackpot wins since launch.
• NFL Teams (Pittsburgh Steelers, Minnesota Vikings)coreStrategic or Co-development Partner · 1 January 2025Historic NFL regular season game hosted in Dublin at Croke Park. Paddy Power highest-ever regular-season NFL game for active customers. FanDuel LED branding inside stadium. 180,000 players participated in Paddy Power NFL Showdown.
• Operation HOPEminorStrategic or Co-development Partner · 1 January 2025FanDuel partnership for financial literacy in US, supporting the non-profit with $2.5 million since 2023. Coaches offer free virtual and in-person financial health sessions focusing on savings, credit, and debt.
• Prostate Cancer UKminorStrategic or Co-development Partner · 1 January 2025Paddy Power 180 Campaign partnership raising awareness and funds. £1,000 pledged for every maximum score of 180 during World Darts Championship. Raised £3.25M over three years, encouraging 400,000 men to use online risk checker.
• Beyond SportminorStrategic or Co-development Partner · 1 January 2025Tech4Good Awards delivered with Beyond Sport recognizing organizations using technology and sport to build healthier communities. £20,000 headline winner plus £10,000 to four runners-up.
• CME GroupcoreTechnology or Integration · 1 January 2025Partnership for FanDuel Predicts event contracts using CME Group clearing and settlement infrastructure for prediction market products.
• Right to PlayminorStrategic or Co-development Partner · 1 January 202510 years of partnership supporting Right to Play organization empowering children to beat adversity through sport.
• Genius SportscoreTechnology or Integration · 1 January 2025Data and integrity services partnership providing official sports data to power Flutter's sportsbook products and support integrity monitoring.

Scale indicators24 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• DraftKings: DraftKings is Flutter's closest direct competitor in US online sports betting, holding approximately 34% US market share versus FanDuel's 41-44%. Both operate online sportsbooks, iGaming, and prediction markets, with the duopoly controlling the majority of the US online gambling market.
• BetMGM: BetMGM is the joint venture between MGM Resorts and Entain, operating online sports betting and iGaming across US states. It is one of the top three US operators (alongside FanDuel and DraftKings) controlling 92% of the US market and directly competes with Flutter's FanDuel brand on sportsbook and casino products.
• Entain plc: Entain is a UK-headquartered global sports betting and gaming operator (BetMGM JV partner) with bwin, Ladbrokes, Coral, and PartyPoker brands. It is a direct peer to Flutter in European regulated markets and competes across sportsbook, gaming, and poker verticals in overlapping geographies.
• bet365: bet365 is one of the world's largest private online sportsbook operators, with strong positions in UK, Europe, and selective US states. It is a direct competitor to Flutter's sportsbook brands (Paddy Power, Betfair) and competes on odds, product depth, and customer experience globally.
• Caesars Entertainment: Caesars Entertainment operates Caesars Sportsbook online and a large US retail casino estate, directly competing with FanDuel in US online sports betting while also overlapping with Flutter's B2B data services. Its scale and brand recognition in US gaming make it a meaningful broad incumbent competitor.
• Penn Entertainment: Penn Entertainment operates ESPN BET in partnership with Disney and has a large US regional casino footprint, making it a direct peer to Flutter in US online sports betting. Penn's media partnership approach mirrors aspects of Flutter's league-level partnerships (NFL, NBA, F1).
• Kindred Group: Kindred Group (owner of Unibet, Maria Casino, 32Red) is a major European online gambling operator that directly competes with Flutter's Paddy Power, Betfair, and Sisal brands across UK, Scandinavia, and continental Europe. Recently subject to a takeover offer, representing consolidation in Flutter's peer set.
• Rush Street Interactive: Rush Street Interactive operates BetRivers and PlaySugarHouse online sportsbooks and casinos across the US, as well as in Colombia and Mexico. It is a smaller but direct competitor to FanDuel in online sports betting, with overlapping product offerings and similar regulated-market focus.

Broad incumbents

• MGM Resorts International: MGM Resorts is a broad incumbent that operates BetMGM (50/50 JV with Entain) and the MGM Resorts casino brand. While its primary business is integrated resorts, it competes with Flutter in US online sports betting through BetMGM and in iGaming, while also providing content partnership leverage similar to Flutter's league deals.

Emerging players

• PointsBet: PointsBet is an Australian-headquartered sportsbook operator with US operations. It is a smaller emerging peer to Flutter's FanDuel in US online sports betting, with a differentiated in-house technology approach and partnership-based market access model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/FlutterPLC
• YouTubeyoutube.com/channel/UC23nFQ5_5i4GzR8Y2LqJ8-g
• Facebookfacebook.com/FlutterEntertainmentPlc
• LinkedInlinkedin.com/company/flutter-uk-ireland

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 records

Subsidiaries11 records

Funding overview

Funding rounds6 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A13 records

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Flutter Entertainment