PokerStars Launches B2B Network to Expand Global Liquidity

PokerStars has officially launched the PokerStars Network (PSN) as a full B2B product, enabling third-party operators to access the operator’s liquidity, brand, and scheduling infrastructure. This move aims to strengthen PokerStars’ position in the online poker market amid growing liquidity fragmentation, expanding the reach of its platform through franchise and white-label arrangements while Flutter Entertainment PLC continues to run PokerStars as a direct-to-consumer brand.

PokerStars B2B Launch: Key Features and Structure

With the announcement, PokerStars is now offering two B2B models: operators can licence the PokerStars brand under a franchise agreement or run a white-label poker product powered by the PSN. The network advertises partner benefits including access to centrally managed tournaments and games, integrity controls, and promotion of live and online events. In a LinkedIn post, PokerStars management confirmed PSN is “open for business” and specified outreach to operators outside of the Flutter Entertainment group.

“Partners can access our liquidity, centrally run games and scheduling, dedicated game integrity, and our globally renowned live and online events. The network will also provide partners the opportunity to take the PokerStars brand into their own market.” (PokerStars management statement)

The PSN adapts to differing jurisdictional arrangements: a global dotcom pool, regional shared liquidity (notably in France, Spain, and Portugal), US shared markets, and locally ringfenced pools such as Italy. This mirrors strategies used by the likes of GGPoker—whose B2B structure involves branded "skins" like GGPoker, Natural8, and OlyBet—and the Winning Poker Network with brands including ACR Poker and Black Chip Poker.

Impact on Online Poker Liquidity and Operator Benefits

One of the stated goals of PokerStars’ B2B approach is to address the fragmented liquidity landscape caused by varying national regulations. By joining PSN, partner operators immediately tap into a large, established player base: the global PokerStars platform draws over three million active players from more than 130 countries, using a product that holds a dozen regulatory licenses worldwide. For partners, this translates to larger shared liquidity pools—meaning reduced waiting times for players, more available games, and higher tournament prize funds.

According to company materials: “A larger shared liquidity pool reduces waiting times, increases game availability and strengthens competition – creating bigger prize pools and more exciting events.”

Flutter’s Strategy and Competitive Context

Flutter Entertainment PLC operates PokerStars as a consumer brand, but the shift into B2B comes as the group manages its priorities in a crowded iGaming sector, with significant emphasis on the US prediction markets. The PokerStars brand, which marked its 25th anniversary this month, has lost ground in active player numbers to GGPoker, but it retains a reputation for strong software and globally recognised live events.

The B2B launch follows recent consolidation of Flutter’s UK brands onto a single network. In July, Betfair customers were given initial access to a ‘PokerStars on Betfair’ product, with plans to bring Sky Poker and Paddy Power into the same dotcom liquidity pool before year-end. PokerStars has also integrated its product into its North American FanDuel operation, and in Italy, Flutter’s Sisal and Snaitech brands joined PSN after leaving Playtech’s iPoker platform.

Switching to PokerStars has yielded direct results: since joining PSN in late 2024, Sisal reported a greater than 50% increase in poker revenue.

Market Dynamics and Leadership Update

PokerStars’ move to a B2B offering reflects broader trends seen among other major networks, seeking to maintain scale and relevance as governments impose national player ringfencing. This B2B model aligns with strategies by other market leaders like GGPoker and Winning Poker Network, both known for aggregating operators under a central liquidity pool.

Flutter acquired PokerStars through a £10bn merger in 2020 with The Stars Group and continues to leverage the brand’s international regulatory position and product strengths. On the leadership front, Flutter announced in August that Dan Taylor, CEO of Flutter International, will take over as group CEO from Peter Jackson starting 1 October 2026.

The Role of Shared Liquidity in the B2B Poker Model

Access to large, shared liquidity pools has become a major differentiator among global poker networks. PokerStars’ emphasis on liquidity, tournament availability, and robust game integrity processes is designed to appeal to both partner operators and their player bases. The PSN B2B framework allows third parties to enter new markets quickly with the backing of an established technical and operational platform—a model already proven successful by competitors.

For further sector updates on regulatory shifts and trends in online poker and iGaming, see the news and b2b sections.