Flutter consolidates UK poker brands under PokerStars

Flutter Entertainment is consolidating its United Kingdom poker brands under the PokerStars identity to increase player liquidity and improve the gaming experience. The restructuring begins on 13 August with the launch of ‘PokerStars on Betfair’. Following this initial phase, Flutter plans to migrate Sky Bet and Paddy Power to the unified network later this year.

The strategy aims to eliminate fragmented player pools by connecting these brands to the wider PokerStars international ecosystem. This shared liquidity model is intended to provide more active cash games, larger tournament fields, and more attractive prize pools. This approach mirrors previous integrations implemented by Flutter with FanDuel in the United States and Sisal and SNAI in Italy.

While the PokerStars UK platform will transition to the Betfair Casino ecosystem over time, non-UK customers will not be affected by these changes and will continue to use PokerStars as usual. Customer support teams from both brands are expected to contact affected users to manage the migration process.