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Flutter Entertainment: Interim Overview, Goals, Leadership

15 Jun, 2024
Written by
Elizaveta Latinskaya
Elizaveta Latinskaya
Reviewed by
Aigerim Ercik
Aigerim Ercik
Flutter Entertainment: Interim Overview, Goals, Leadership

About Flutter Entertainment

Flutter Entertainment is a leading international company specializing in online gambling and entertainment services. The company was founded in 2016 as a result of the merger between two well-known brands, Paddy Power and Betfair. In 2020, Flutter Entertainment completed a merger with The Stars Group, significantly expanding its brand portfolio and strengthening its position in the global market. The company’s headquarters are located in Dublin, Ireland, but its operations span numerous countries worldwide, including Europe, North America, Asia, and Australia.

The merger with The Stars Group brought together several high-profile brands under Flutter Entertainment’s umbrella, including PokerStars, Sky Betting & Gaming, Sportsbet, FanDuel, and FOX Bet. This consolidation has enabled Flutter Entertainment to offer a diverse range of gambling and entertainment options, catering to a wide array of customer preferences and increasing its market share in the highly competitive online gambling industry.

Company Goals

The primary goal of Flutter Entertainment is to provide a high-quality and responsible gambling experience for its customers. The company strives for innovation and the use of advanced technologies to offer the best conditions for its users. Additionally, Flutter Entertainment actively promotes a responsible approach to gaming by developing and implementing programs to combat gambling addiction and other negative consequences of gambling.

A cornerstone of Flutter Entertainment’s strategy is its commitment to sustainability and corporate responsibility. The company aims to create a positive impact on the communities in which it operates, ensuring that its business practices are ethical and contribute to the overall well-being of society. This includes initiatives to reduce its environmental footprint, support charitable causes, and promote diversity and inclusion within the company.


The leadership of Flutter Entertainment includes highly qualified and experienced professionals in the fields of gambling and finance:

  • Peter Jackson – Chief Executive Officer (CEO). Under his leadership, the company continues to expand its operations, introduce new technologies, and strengthen its position in the international market. Jackson has been instrumental in guiding the company through significant mergers and acquisitions, ensuring a smooth integration of new businesses and driving growth.
  • Jonathan Hill – Chief Financial Officer (CFO). He is responsible for the company’s financial strategy and ensures its stable financial position. Hill’s expertise in financial management and strategic planning has been crucial in maintaining the company’s robust financial health and supporting its expansion efforts.
  • Kerry Stein – Chief Operating Officer (COO). She oversees the company’s operational processes, ensuring their efficiency and compliance with high-quality standards. Stein’s focus on operational excellence and customer satisfaction has helped Flutter Entertainment enhance its service offerings and improve user experience.

Major News

  • Merger with The Stars Group: One of the biggest events was the completion of the merger with The Stars Group in 2020. This allowed Flutter Entertainment to significantly expand its brand portfolio and strengthen its market position. The company now manages well-known brands such as PokerStars, Sky Betting & Gaming, Sportsbet, FanDuel, and many others. This merger has not only increased Flutter Entertainment’s market share but also provided synergies in terms of technology, marketing, and customer service.
  • Expansion in the USA: In recent years, the company has been actively developing its operations in the USA, especially after the legalization of sports betting in several states. Flutter Entertainment is investing significant funds in the development of the FanDuel brand, which has already become a leader in the US sports betting market. The company’s focus on the US market is driven by the enormous growth potential in online sports betting and gaming, given the favorable regulatory environment and increasing consumer interest.
  • Investment in Technology: Flutter Entertainment constantly invests in new technologies to improve the user experience and enhance security on its platform. The company is actively developing and implementing solutions based on artificial intelligence and machine learning to offer personalized offers and improve risk management. These technological advancements enable Flutter Entertainment to stay ahead of its competitors by providing a superior and secure gambling experience to its users.

Goals for 2024

Flutter Entertainment has set several key goals for 2024:

  1. International Expansion: Continue expanding into new markets, particularly in the USA and Asia. The company plans to open new offices and establish partnerships with local operators to strengthen its positions in these regions. This expansion strategy is aimed at capitalizing on the growing demand for online gambling services in emerging markets, where regulatory changes and increasing internet penetration are creating new opportunities.
  2. Responsible Gambling: Enhance measures to ensure responsible gambling, including the development of programs to combat gambling addiction and raise awareness among users. The company plans to launch new initiatives and collaborate with non-governmental organizations to achieve these goals. Flutter Entertainment is committed to creating a safe and sustainable gambling environment, where customers can enjoy their services without negative consequences.
  3. Innovation and Technology: Implement new technologies and improve existing products to enhance user convenience and security. Flutter Entertainment will continue investing in artificial intelligence and blockchain technology developments. These investments are expected to drive innovation across the company’s product portfolio, offering users more engaging and secure gambling experiences.
  4. Environmental and Social Responsibility: Develop and implement strategies to reduce environmental impact and increase social investments. The company plans to reduce the carbon footprint of its operations and intensify participation in charitable projects. Flutter Entertainment recognizes the importance of sustainability and aims to be a responsible corporate citizen, contributing positively to society and the environment.

Competitive Advantage

Flutter Entertainment has several competitive advantages that allow it to remain a leader in the online gambling industry:

  • Extensive Brand Portfolio: The merger with The Stars Group and the presence of well-known brands such as PokerStars, Sky Betting & Gaming, Sportsbet, FanDuel, and Paddy Power enable the company to attract a diverse audience and provide a wide range of services. This extensive brand portfolio allows Flutter Entertainment to cater to different customer segments and preferences, enhancing its market reach and customer loyalty.
  • Innovative Technologies: The company actively invests in artificial intelligence and machine learning developments, improving offer personalization and risk management. These technological innovations help Flutter Entertainment deliver a superior user experience, enhance operational efficiency, and ensure the safety and security of its platform.
  • Responsible Approach: Flutter Entertainment emphasizes responsible gambling, offering users tools to control their gaming behavior and collaborating with organizations to combat gambling addiction. The company’s commitment to responsible gambling practices sets it apart from many competitors and reinforces its reputation as a trustworthy and ethical operator.
  • International Presence: The company actively expands its operations in international markets, diversifying its revenue sources and reducing dependence on specific regions. Flutter Entertainment’s global presence enables it to leverage market opportunities worldwide and mitigate risks associated with market-specific challenges.

Past Promises and Their Fulfillment

In previous years, Flutter Entertainment made several key promises:

  • Expanding the Product Portfolio: The company promised to expand its range of products and services, successfully realized through the merger with The Stars Group and the launch of new brands. As a result, Flutter Entertainment now manages well-known brands such as PokerStars, Sky Betting & Gaming, Sportsbet, FanDuel, and many others. This expansion has allowed the company to offer a more comprehensive range of gambling and entertainment options, attracting a broader customer base.
  • Enhancing Security Measures: The promise to enhance security measures was also fulfilled through the introduction of new technologies and improvements to data protection systems. The company implemented advanced encryption methods and a multi-factor authentication system to protect user data. These security enhancements have strengthened Flutter Entertainment’s platform, ensuring that users’ personal and financial information remains safe and secure.
  • Promoting Responsible Gambling: Flutter Entertainment actively promotes responsible gambling ideas, launching several initiatives aimed at supporting users and preventing problem gambling. For example, the company developed tools for self-exclusion and temporary exclusion from games, as well as offers counseling and support for those facing problems. These initiatives demonstrate Flutter Entertainment’s commitment to creating a safe and responsible gambling environment.


One of the key achievements of the company in recent years is the steady growth in revenue and profitability. The graph below shows the revenue growth of Flutter Entertainment from 2018 to 2023.

This consistent revenue growth is a testament to Flutter Entertainment’s successful business strategy, strong brand portfolio, and commitment to innovation. The company’s ability to adapt to changing market conditions and capitalize on emerging opportunities has been instrumental in living its financial performance.


Flutter Entertainment continues to remain a leader in the online gambling industry due to its commitment to innovation, responsible approach, and strategic development. With ambitious plans for 2024, the company is ready to strengthen its positions in the global market and offer its users even more high-quality and safe services. The introduction of new technologies, international expansion, and enhanced responsible gambling measures will help Flutter Entertainment achieve its goals and continue its successful development.

As the company looks to the future, it remains focused on delivering value to its customers, shareholders, and society. Flutter Entertainment’s ongoing investments in technology, responsible gambling initiatives, and sustainable practices are expected to drive long-term growth and ensure that the company continues to lead the way in the online gambling industry.

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