PokerStars is set to launch on Betfair in the UK as part of “a more liquidity-focused operating model” from parent company Flutter Entertainment.
From 13 August, Betfair customers will be able to access PokerStars via a new co-branded product, PokerStars on Betfair.
PokerStars customers will eventually transition to the new PokerStars on Betfair platform later in 2026.
Both Betfair and PokerStars are due to share details with their customers in the coming weeks.
Flutter said all PokerStars games and tournament series will “continue as before”.
Fellow Flutter brands Paddy Power and Sky Poker will also launch PokerStars on their respective platforms later this year.
Flutter said this will see all three UK and Ireland brands using PokerStars’ dotcom liquidity pool.
A Flutter statement read: “The move reflects a deliberate shift in how PokerStars operates, with the brand focused on rebuilding liquidity in partnership, beginning with other Flutter brands, while applying PokerStars’ game integrity and security standards consistently across the entire network.”
Flutter has made similar transitions for PokerStars in North America and Italy in recent years, with the New York-listed firm stating the strategy was “already bringing results”.
Earlier this year, PokerStars moved to Flutter’s FanDuel brand in New Jersey, Pennsylvania, Michigan and Ontario, Canada.
In Italy, Sisal and Snaitech have also both migrated to the PokerStars network, moving away from Playtech’s iPoker offering in Italy.
PokerStars, once the undisputed online poker market leader, has been knocked off its perch in recent years by the rise of GGPoker.
As per PokerScout’s online traffic tracker, GGPoker’s seven-day average of cash-game players is 133,825, versus PokerStars’ 37,970. This doesn’t include tournaments.
Mike Woodbridge, PokerStars chief commercial officer, said: “PokerStars is the most iconic brand in global poker – these changes ensure it remains a core, strategic brand within Flutter’s portfolio.
“In recent years, the market environment has got harder for brands like PokerStars. A patchwork of regulation from one market to the next has fragmented the global game and led us to make the difficult decisions to exit certain markets and not enter others.
“Players have felt it through thinner fields and smaller tournament prizes on our site.
“We want to do something about that so we’re moving to a different model, with the aim of improving liquidity and player pools and bringing people back to the poker table.”
Kim Daly, Betfair managing director, added: “I’m thrilled to bring two iconic brands under one roof.
“By integrating PokerStars onto the Betfair platform, we’re uniting two category-transformers that share a passion for innovation and player empowerment.
“Combined with the market-leading Betfair Casino product we’ve developed, this creates a truly comprehensive offering – poker, sports betting and premium casino gaming all seamlessly integrated.
“It’s a powerful moment for the industry, bringing together the very best in innovation to create an unmatched experience for players everywhere.”
The post PokerStars to launch on Betfair in the UK as part of new global strategy first appeared on EGR Intel.
Flutter to follow similar moves made in other geographies, with Paddy Power and Sky Poker eventually set to launch PokerStars offering as well
The post PokerStars to launch on Betfair in the UK as part of new global strategy first appeared on EGR Intel.