February 9, 2024 2 min read


Flutter Looks for Startup Partner to Tap into Female Player Base

The partnership arrangement proposed by Flutter Entertainment would offer the winning startup a variety of symbiotic benefits

Gaming giant Flutter Entertainment’s UKI-facing brands, Sky Betting and Gaming, Paddy Power and Betfair, are considering a partnership that would allow them to tap into the increasing female customer base in the United Kingdom and Ireland.

To that end, the UKI division is looking to team up with a “high potential startup” that would help it serve female players in the region. This initiative is part of Flutter’s Alpha Hub program and reflects the company’s desire to engage its female audience.

Flutter’s goal is to tailor a product to the unique playstyle of the female players. According to the company, women tend to discover gambling through social circles, meaning that they are statistically more likely to focus on social and community gaming. As a result, Flutter is looking to provide such players with a “digital entertainment destination” that helps them unwind, have fun and relax.

However, the company added that it is also open to other interesting ideas that don’t quite fit this description. Applicants who wish to explore a different product than the one described by the operator can select the wildcard option when submitting their solutions on how Flutter can create safe and fun experiences for its customers.

Flutter Seeks to Partner with an Innovative Startup

The partnership arrangement proposed by Flutter Entertainment would offer the winning startup a variety of symbiotic benefits. These include a commercial partnership with Flutter and opportunities to scale their solution across the United Kingdom and Ireland. Furthermore, the winner will get to participate in a demo day to showcase their business to an audience of investors, gaming leaders and technology experts.

That is not all, however, as the winner will get access to workshops and networking with senior Flutter leadership. Finally, the winning startup will get access to Alpha Hub Startup Support.

Sky Betting & Gaming’s chief commercial officer, Steve Birch, commented on the matter, saying that he cannot wait to see what startup companies have to offer.

We see this as a really exciting gap in the market, and we’re looking forward to finding and partnering with innovative startups through the Alpha Hub program to seize this opportunity.

Steve Birch, CCO, Sky Betting & Gaming

Startups can submit their applications until March 15.


Angel has a passion for all forms of writing, be it fiction or nonfiction. His curious nature gives him an ace up his sleeve when researching a new topic. Angel’s thirst for knowledge, paired with adaptability, always helps him find his way around.

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