PokerStars Launches PSN as a B2B Offering for Global Partners

PokerStars has officially launched the PokerStars Network (PSN) as a comprehensive B2B offering, allowing partnered operators to access the brand and one of the largest liquidity pools in online poker. With this initiative, the goal is to strengthen PokerStars' position and regain ground in an increasingly fragmented market.

A New Approach: PokerStars Expands to the B2B Model

PokerStars' entry into the B2B segment was announced through a LinkedIn post by its parent company Flutter Entertainment, indicating that the PSN network is now "open for business" with third parties outside the Flutter group. New partners can choose to operate under the PokerStars brand through a franchise model or adopt a white label scheme. Flutter will continue to manage PokerStars as a B2C brand but opens the opportunity for independent operators to leverage the globally recognized brand.

"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,” the company stated in the corporate announcement.

Benefits for Operators: Shared Liquidity and Global Visibility

The main focus of this expansion revolves around the ability to access substantial international liquidity, which entails:

• Reduced wait times at tables and greater game availability.
• Increased traffic volume, generating larger prize pools and more attractive events.
• Access to industry-leading software and the brand’s reputation.
• Centralized game integrity and offering of internationally renowned live and online events.

According to the official PokerStars Network site, partners can also benefit from "immediate visibility, enhanced credibility, and a swift acceleration of their market entry success."

Operational Models According to Jurisdiction

The PSN will operate in different ways depending on local regulations:

• Global dotcom pool available in over 130 countries.
• Shared regional pools in markets like France, Spain, and Portugal.
• Specific shared liquidity in North America.
• Individually closed markets, such as Italy.

PokerStars currently holds about a dozen active licenses and the network is estimated to have more than three million active users.

B2B in the Context of Online Poker: Competition and Precedents

PokerStars' shift reflects trends from other global operators. GGPoker has led the online poker B2B market for years with its "skins" system, which includes brands like Natural8 and OlyBet. The Winning Poker Network also operates under a multi-brand scheme, including ACR Poker, Black Chip Poker, and PokerKing. This move is seen as a strategy to counteract the liquidity fragmentation caused by national regulations and maintain competitiveness against rivals like GGPoker, which has surpassed PokerStars in the number of active players.

Consolidation and Integration at Flutter Entertainment

The B2B expansion comes weeks after Flutter Entertainment announced the consolidation of its UK poker brands into a single network, beginning with the integration of PokerStars into Betfair. Sky Poker and Paddy Power will follow suit before the end of the year. This way, all three UK-licensed brands will access PokerStars’ global liquidity pool. In North America, PokerStars already operates alongside FanDuel, also under Flutter, and in Italy, Sisal and Snaitech migrated from Playtech's iPoker network to PSN. Since Sisal completed the transition at the end of 2024, the company has reported a 50% increase in poker revenue.

Flutter's acquisition of PokerStars took place in 2020 following a £10 billion merger between Paddy Power Betfair and The Stars Group. This strategic move reinforces the brand's value within the conglomerate, despite the group's primary focus being on the prediction betting market in the United States.

New Direction and Prospects for PokerStars Network

In August of this year, Flutter Entertainment announced that Dan Taylor, currently in charge of the international unit, will succeed Peter Jackson as global CEO starting October 1. This reorganization coincides with PokerStars' push to revitalize the brand and explore new B2B models.

With 25 years in the market, PokerStars is thus appealing to its strengths: recognized software, game integrity, and a solid reputation for its global events. The challenge remains to capitalize on these assets and adapt to the new era of online poker, where shared liquidity and strategic partnerships become key.