Shaun Brassington has embarked on a new chapter at Flutter Entertainment, after an impressive tenure of over 17 years at bet365, based in Stoke-on-Trent, where he held various positions.
In his new role, Brassington will assume the position of senior director within Flutter’s studios division, operating out of Dublin.
Flutter Studios is part of the company’s international segment and includes its proprietary studios along with teams focused on product, technology, and operations. The in-house game studios within the group feature names like Core Gaming, Cayetano Gaming, and Stars Studios.
The studios division officially came into being in 2023, with Mike Phelan, who previously served as commercial director at Paddy Power, taking on the role of managing director earlier that year in February.
Brassington’s association with bet365 began in October 2007 when he joined their gaming customer services team. During his time there, he rose through the ranks, eventually becoming the software product development manager for bet365’s in-house games division in October 2017.
By March 2020, Brassington had been promoted to senior software product development manager before advancing to head of game development in March 2021. In this capacity, he was instrumental in steering the strategic direction of bet365’s in-house gaming portfolio, which spans slots, table games, card games, and other categories.
Reflecting on his transition, Brassington expressed his enthusiasm on LinkedIn: “After an incredible 17 years at bet365, I am excited to take up a new role as senior director of studios at Flutter International. Bet365 has been a remarkable place for growth, providing me with invaluable experiences and friendships. Now, I look forward to contributing to Flutter’s vision.”
In Q3 2024, Flutter’s UK and Ireland igaming revenue surged 29%, facilitated by a 17% increase in average monthly players across its brands, including Paddy Power, Sky Gaming, tombola, and Betfair. For the three months leading to September 30, online gaming revenue reached $454 million in the UK and Ireland.
According to last month’s earnings report, continuous improvements and effective cross-selling from the sportsbook contributed significantly to the rise in users.
In other news, Flutter has recently undergone a restructuring. The business will now consist of its U.S. branch, headed by FanDuel CEO Amy Howe, and the International division, led by Dan Taylor. Among these shifts, UK and Ireland CEO Ian Brown will be succeeded by PokerStars CEO Kevin Harrington.
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The announcement, titled “Bet365 stalwart joins Flutter Entertainment as senior director of studios,” first appeared on EGR Intel.