What Paddy Power does

Paddy Power is a flagship betting and gaming brand within Flutter Entertainment plc (LSE: FLTR), the world's largest online sports betting and iGaming operator. Founded in 1988 as on-track bookmakers in Ireland, the brand now operates over 600 retail stores across the UK and Ireland - making it the largest bookmaking retailer in Ireland - alongside a digital platform offering sports betting, casino, poker, roulette, and bingo. Paddy Power is one of five brands in Flutter UK & Ireland, sitting alongside Betfair, Sky Betting & Gaming, PokerStars, and tombola.

The brand's core products are delivered through a hybrid physical-and-digital model. Retail stores feature interactive media and up to 20 screens displaying thousands of live sporting events across football, rugby, golf, cricket, snooker, and greyhound racing. The online platform is accessible via web and mobile applications (available on iOS and Android) and offers casino, poker, roulette, and bingo alongside sports wagering. Underpinning customer service is a UiPath-powered AI automation stack delivering natural language processing and understanding (NLP/NLU), predictive process automation, an AI-driven "Next Best Action" cross-sell tool, and automated KYC document processing that has cut response times from 24 hours to 15 minutes.

Paddy Power generates revenue primarily through transactional wagering on sports and gaming products, taking a margin on customer bets. Distribution combines direct-to-consumer retail with online and mobile self-serve channels, supplemented by phone betting from its Malta operations center. The customer base spans millions of individual recreational bettors across the UK and Ireland, with average monthly player engagement of 13.9 million globally across Flutter's brand portfolio and event-driven spikes during major tournaments such as the FIFA World Cup. The brand is known for bold, high-profile marketing campaigns and sports sponsorships (including the World Darts Championship and the EFL partnership held by sister brand Sky Bet) that drive top-of-funnel acquisition.

Name

Paddy Power

Legal name

Flutter Entertainment plc

Website

https://careers.flutteruki.com

Company type

Public

Founded year

1988

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Paddy Power is a flagship UK and Irish sports betting and gaming brand owned by Flutter Entertainment plc, operating over 600 retail stores and digital platforms serving millions of individual bettors across sports wagering, casino, poker, and roulette.

Ownership category

akta.pro rank

Product category

Sports Betting and Gaming

NAICS

Gambling Industries (7132), Casinos (except Casino Hotels) (71321)

akta.pro primary industry

Sportsbooks (Online & Mobile Operators) (MPAEACAA)

akta.pro secondary industry

Retail Sportsbooks (On-Premise, Kiosks & In-Venue) (MPAEACAB)

Keywords

• Sports betting services
• Online casino gaming
• Retail bookmaking
• IGaming operator
• Mobile betting platform

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Betting: Paddy Power operates over 600 retail stores across UK and Ireland, generating revenue through sports betting wagers. It is the largest bookmaking retailer in Ireland with new stores opening every year.
2. Online Sports Betting: Online sports betting and gaming products including casino games, poker, roulette, and other interactive entertainment across web and mobile platforms.
3. Gaming Products: Advanced online games including poker, roulette, casino games, and bingo products available through digital platforms.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Paddy Power operates a multi-channel sports betting and gaming business through more than 600 retail bookmaking stores across the UK and Ireland and an online platform offering sports betting, online casino games, poker, roulette, and bingo. It is the largest bookmaking retailer in Ireland and is known for disruptive, cheeky marketing campaigns and high-profile sports sponsorships.

Product overview

Paddy Power is one of Flutter Entertainment's flagship brands, operating as both a retail and online betting and gaming company. The brand encompasses over 600 physical stores across the UK and Ireland (making it the largest bookmaking retailer in Ireland) combined with a growing online platform offering sports betting and casino games including poker and roulette. Paddy Power is known for its distinctive marketing approach and is part of Flutter UK & Ireland, which also includes Betfair, Sky Betting & Gaming, PokerStars, and tombola.

Differentiator

Problem solved

Functional benefit

Brands

• Paddy Power Retail: Paddy Power's retail store operations with over 600 stores across the UK and Ireland featuring interactive media and up to 20 screens showing live sporting events

Products and services

• Paddy Power Retail Physical retail betting stores (600+) across the UK and Ireland offering sports betting on greyhound racing, cricket, rugby, golf, football, and snooker, with up to 20 screens per store displaying live sporting events and interactive media.
• Paddy Power Online Sports Betting and Casino Online sports betting and iGaming platform accessible via web and mobile (iOS and Android) offering sports wagering, online casino games, poker, roulette, and bingo to adult consumers.

Quantifiable outcome

• 75% of customer contacts fully automated for Paddy Power through AI automation
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core, minor and flagship.

• Breast Cancer NowcoreGTM or Marketing Partner · 7 August 2025tombola partnered with Breast Cancer Now to launch the 'Eyes Down, Check Up' campaign with a goal to encourage one million people to regularly check their breasts and raise up to £1 million. tombola made an initial £250,000 donation and created the Breast Check Now educational tool.
• Leeds Trinity UniversityminorStrategic or Co-development Partner · 14 July 2025Flutter partnered with Leeds Trinity University to deliver a three-day digital skills programme in West Yorkshire. Flutter contributed digital expertise to the free educational course aimed at helping people break into the tech industry, especially women and underrepresented backgrounds.
• English Football League (EFL)flagshipGTM or Marketing Partner · 7 June 2023Sky Bet (part of Flutter UKI) signed a record five-year partnership extension with EFL until 2028/29, representing a 50% increase in rights fee. The partnership includes a £6 million Community Fund invested over six years and represents one of the longest and most significant partnerships in UK professional sport.
• Code First GirlscoreGTM or Marketing Partner · 1 January 2023Flutter UKI partnered with Code First Girls, one of the largest providers of free coding courses for women globally. The partnership aims to close the gender gap in tech by providing employment through free education, having helped 120,000+ women learn to code.
• Support DogscoreGTM or Marketing Partner · 1 January 2022Sky Betting & Gaming partnered with Support Dogs as their 2022 charity of the year, raising over £134,000 through various fundraising events including their Annual Charity Gala. Support Dogs trains assistance dogs for autism, seizure alert, and disability support.
• UiPathcoreTechnology or Integration · 1 January 2020UiPath partnered with Flutter UKI to implement AI-powered automation for customer service operations. The partnership enabled 75% automation of customer contacts for Paddy Power, achieving a Net Promoter Score of +40 and saving over £4 million annually through NLP/NLU-powered chatbot and backend process automation.
• University College Dublin (UCD)coreStrategic or Co-development PartnerFlutter partnered with UCD to deliver Skill Sprints - three-week immersive learning experiences for colleagues. The partnership offers over 20 course options including AI, data, leadership, project management, and coaching. Over 240 colleagues engaged with UCD courses in the first year, with a 235% increase in UCD requests.
• British Heart FoundationcoreGTM or Marketing PartnerSky Bet pledged £3 million to the British Heart Foundation through the 'Every Minute Matters' campaign, aiming to train 270,000 people in lifesaving CPR and fund groundbreaking research into heart conditions.
• Pancreatic Cancer UKcoreGTM or Marketing PartnerFlutter UKI colleagues chose Pancreatic Cancer UK as their Charity of the Year following a heartfelt nomination process, with the memory of Sky Betting & Gaming colleague James Blackburn front of mind.
• National Maternity Hospital FoundationcoreGTM or Marketing PartnerFlutter Ireland employees selected the National Maternity Hospital Foundation as their Charity of the Year, supporting women's and neonatal healthcare at the hospital where around 7,000 babies are born each year.
• International Mixed Ability Sports (IMAS)minorGTM or Marketing PartnerSBG colleagues engaged in skills-based volunteering with IMAS, helping the social enterprise create sustainable business models for their work in making sports accessible to people of different abilities.

Scale indicators11 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• William Hill: William Hill is a long-established UK bookmaker with both retail shops and online sportsbook/gaming operations, now owned by 888 Holdings. It competes directly with Paddy Power across UK retail betting estates and online sportsbook, with overlapping product portfolio and customer base.
• 888 Holdings: 888 Holdings is a Gibraltar-headquartered online gambling operator offering sports betting, casino, and poker across the UK and Europe. Following its acquisition of William Hill International, it is a direct peer to Paddy Power in UK/Irish online and retail sportsbook markets.
• Sky Betting & Gaming: Sky Bet is Paddy Power's sister brand within Flutter UKI, operating online sports betting, casino, and gaming in the UK. While under the same parent, it competes for the same UK customer wallet with overlapping product and marketing channels, making it the closest functional peer.
• Bet365: Bet365 is a privately held UK-headquartered online sports betting and gaming operator — the largest in the world by revenue. It is a direct peer to Paddy Power, competing head-to-head in UK and Irish online sportsbook, in-play betting, and casino, with a comparable product offering and customer base.
• Betfair: Betfair is Flutter's flagship betting exchange and online sportsbook brand, headquartered in the UK. As a sister brand to Paddy Power within Flutter, it competes directly for UK/Irish sports bettors while also offering a distinct exchange model, making it a closely comparable peer.
• Kindred Group (Unibet): Kindred Group, operator of Unibet, is a major European online gambling operator with significant presence in the UK and Ireland. It is a direct peer to Paddy Power in online sportsbook, casino, and poker across the same European markets, including the Nordics and Western Europe.
• Ladbrokes Coral: Ladbrokes Coral (part of Entain plc) is one of the largest UK and Irish retail and online betting operators. It is a direct competitor to Paddy Power across the same UK/Ireland markets with similar retail store networks and online sportsbook/gaming offerings.

Broad incumbents

• DraftKings: DraftKings is a leading US-headquartered online sports betting and iGaming operator. While primarily North American, it shares Paddy Power's sportsbook and casino product DNA and competes for Flutter group's strategic and capital allocation attention across geographies.
• Entain plc: Entain plc is a major global sports betting and gaming operator (Ladbrokes Coral, BetMGM, bwin, PartyPoker). It is a broad incumbent peer to Paddy Power through Ladbrokes in the UK/Ireland and shares the same FTSE-listed operator profile with diversified multi-brand international exposure.
• FanDuel: FanDuel is Flutter's leading US sportsbook and online casino brand, the largest by market share in the United States. While operating in a different geography, it shares product, technology, and risk-management infrastructure with Paddy Power through Flutter's platform and is the most relevant same-portfolio comparison.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights6 records

Customer concentration

• Xtwitter.com/paddypower
• YouTubeyoutube.com/paddypower
• Facebookfacebook.com/paddypower
• LinkedInlinkedin.com/company/paddypower
• Instagraminstagram.com/paddypower
• Pinterestpinterest.com/paddypower

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries6 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Paddy Power