Anyone who has ever placed a bet online most likely has used a product offered by Flutter Entertainment. One of the biggest betting brands online, they have invested a great deal in new tech and products for their members. So what do they do to innovate in the industry?

The History Of Flutter

Flutter Entertainment was initially brought about by the merger between Paddy Power and Betfair in 2015.  Paddy Power is a famous Irish bookmaker that still ranks as one of the best according to Sports Chiefs betting and Betfair is a famed betting exchange popular throughout Europe. The company, which at that point was called Paddy Power Betfair, set to work right away acquiring brands that would help achieve their goals of advancing online betting. In 2017, they announced the daily fantasy sports operator Draft, right away expanding what they could offer members. 

The acquisitions continues, with another fantasy sports operator FanDuel being bought in 2018. This was done to help expand the companies reach in the US. As well as this company, they also acquired brands such as Adjarabet, The Stars Group, Tombola, and more. 

In 2019, the company then moved to rebrand itself as Flutter Entertainment. The name “Flutter” was originally used by a betting exchange that was acquired by Betfair in 2001, and now is used to reflect the number of different brands under this portfolio. 

The Aims Of Flutter Entertainment

When you check out the Flutter Entertainment site, you will see the claim of an unparalleled portfolio of brands, through which they aim to disrupt the sector and bring new and exciting experiences to those using them.

They call their collection of brands the “Flutter Edge”, and this is what gives them the ability to reach out and bring new ideas to the gambling industry as a whole. Because they have that collective power, they have the ability to try new things and bring new experiences to members.

They are also aiming to bring these experiences to people globally. Right now they have core markets in the UK, Ireland, Australia, and Italy. With this collective power, they are hoping to expand into more markets, especially in the US.

Flutter Entertainment And Tech

One of the most interesting things about Flutter Entertainment is the way they approach new tech. Of course, working primarily in online gambling, they do need to have their finger on the pulse of new tech. However, they have been seen to keep pushing the envelope, in order to really improve their offerings.

To do this, they have been seen to heavily invest in talents in the UK and Ireland. In 2021 for example, the brand opened a huge development facility in Leeds, which is designed to bring 1,700 employees together to work on innovation in several areas of the betting industry.

This also became home to the Sky Betting and Gaming’s Skills Academy, which looks to bring opportunity to those early in their careers or from disadvantaged backgrounds. 

Thanks to this investment in technology and talent, they are able to really get ahead of the competition and bring in new ideas that their user base will love.

Environmental Innovation At Flutter

It’s not just in betting technology that Flutter Entertainment are investing, either. They are also looking at reaching net zero carbon emissions by their company, too. The very recently, in May 2024 they announced that they had been formally approved by the Science Based Targets Initiative to be on target for being net zero emissions by 2035. 

This forward-thinking initiative ensures that the company will be able to keep innovating and working in the industry for years to come, while protecting the environment as well. They aim to reduce emissions by investing in reducing their emissions, and where they cannot they will instead invest in carbon removal projects.

This is a very quick look at Flutter Entertainment and how they are aiming to disrupt the online gambling industry. With the collective bargaining power and investment in tech, they aim to become one of the leading brands in online betting and gambling. With the recent investments they have made, they are sure to be bringing something exciting to members in the near future.