PokerStars to Launch on Betfair as Global Strategy in the UK

PokerStars will launch on Betfair in the UK starting August 13 as part of a "liquidity-focused operational model" from its parent company, Flutter Entertainment. Betfair customers will access PokerStars through a new co-branding product, PokerStars on Betfair. Throughout the remainder of 2026, PokerStars customers will transition to this new platform.

Details of the PokerStars Integration on Betfair

Flutter has confirmed that all games and tournament series from PokerStars will continue as before. Flutter's sister brands, Paddy Power and Sky Poker, will also launch PokerStars on their platforms later this year. The three UK and Ireland brands will utilize the global liquidity pool of PokerStars.

"The move reflects a deliberate shift in how PokerStars operates, focusing on rebuilding liquidity in partnership," stated Flutter. "We consistently apply PokerStars' integrity and gaming security standards across the network."

Global Strategy and Adjustments in Other Markets

Recently, PokerStars has transitioned to the FanDuel brand under Flutter in New Jersey, Pennsylvania, Michigan, and Ontario, Canada. In Italy, brands like Sisal and Snaitech have migrated to the PokerStars network, moving away from Playtech’s iPoker offering.

Challenges in the Online Poker Market

PokerStars has lost its market leadership amid the rise of GGPoker. According to PokerScout, the average cash game players on GGPoker is 133,825, compared to 37,970 on PokerStars.

Mike Woodbridge, Managing Director of PokerStars, commented: "PokerStars is the most iconic brand in global poker. These changes ensure it remains a centrally strategic brand within Flutter's portfolio." He added that market conditions have complicated the situation for PokerStars, forcing difficult decisions regarding certain markets.

Kim Daly, Managing Director of Betfair, expressed: "I’m excited to bring two iconic brands under one roof. Integrating PokerStars into the Betfair platform allows us to combine Betfair's leading casino product with a complete offering that integrates poker, sports betting, and premium casino games." This move creates an unparalleled experience for players globally.