Iconic Brand Joins Betfair Platform to Boost Player and Prize Pools
The iconic PokerStars brand is joining the Betfair platform in a strategic move designed to enhance both player and prize pools. Beginning August 13, 2026, Betfair customers will gain access to PokerStars via a new co-branded “PokerStars on Betfair” offering, which aligns with a broader global strategy spearheaded by parent company Flutter. Additionally, Paddy Power and Sky Poker are scheduled to host the PokerStars product later this year.
Shift Toward Liquidity-Focused Operating Model
The integration forms part of an initiative to improve the overall player experience by transitioning PokerStars to a liquidity-focused operating model. This approach delivers tailored, regional experiences to players through the ‘PokerStars Network’ (PSN). Similar migrations have already achieved success following integrations with FanDuel in the US and Flutter’s Sisal and SNAI brands in Italy.
Executive Commentary
Mike Woodbridge, Chief Commercial Officer at PokerStars, stated:
“PokerStars is the most iconic brand in global poker – these changes ensure that it remains a core, strategic brand within Flutter’s portfolio. In recent years the market environment has got harder for brands like PokerStars. A patchwork of regulation from one market to the next has fragmented the global game and led us to make difficult decisions to exit certain markets and not enter others. Players have felt it through thinner fields and smaller tournament prizes on our site. We want to do something about that, so we’re moving to a different model with the aim of improving liquidity and player pools and bringing people back to the poker table.”
Kim Daly, Managing Director for Betfair, added:
“I’m thrilled to bring two iconic brands under one roof. By integrating PokerStars onto the Betfair platform, we’re uniting two category-transformers that share a passion for innovation and player empowerment.”
Looking Ahead
As these cross-platform integrations continue to unfold across Flutter’s key operating brands, the initiative marks a pivotal shift in how major iGaming operators consolidate liquidity to combat regulatory fragmentation. By linking established networks like Betfair, Paddy Power, and Sky Poker under a unified poker ecosystem, PokerStars is well-positioned to drive deeper player engagement and re-energize competitive tournament formats on a global scale.
