February 19, 2024 3 min read


Flutter’s Elders Leaves 11-Year Position for Better Collective

Flutter Entertainment’s Anthony Elders has announced he will bid farewell to the company after 11 lucrative years spent there across different brands

Anthony Elders took it to his LinkedIn account to announce he will be leaving the London FTSE100- and Euronext-listed online sports betting and gaming company that operates innovative and distinctive brands, Flutter Entertainment

Elders, who spent close to 11 years with Flutter’s PokerStars, Paddy Power, and Betfair in various positions, will join Better Collective at the end of the month

He took the opportunity to give thanks to all those who have helped him during his stay at Flutter.

“11 Thoroughly Enjoyable Years”

Breaking the news of his departure, Elders described the time spent with the global company as “11 thoroughly enjoyable years” during which he considered to have been lucky enough to work across several different brands and channels, next to some very talented people. 

He described himself as being “incredibly grateful” to all the people who have managed him over the years as well as the people he has been lucky enough to manage within teams.

He brought special thanks to Betfair International’s managing director, Kimberley D, for her ongoing support over the 11 years. 

He also gave a shoutout to his “main partner in pints over this period,” Damien Lynch, Betfair International’s head of acquisition.

Elders added that he managed to form many “brilliant friendships” during his time with the Betfair team, wishing “the very best for the future.”

Elders to Join Better Collective as Commercial Director for Paid Media

Elders will join the digital sports media marketing company that delivers sports content, data insights, educational tools, and betting tips, Better Collective, as the new commercial director for paid media.

He will occupy the new position after spending the last two years and 10 months as head of digital media for PokerStars, which he joined in the spring of 2021 after a five-year-period working for Paddy Power in a variety of roles like head of partnerships, head of search, and head of marketing technology.

Elders’ decade-old journey with Betfair began in August 2012 when he took over the position of commercial insight analyst prior to working his way up to the role of head of partnerships right after Paddy Power and Betfair merged.

Last August, Flutter reported exceptional performance for the first half of 2023, with strong revenue and EBITDA growth along with a boost in average players per month

Better Collective recently hired Guy Harding as the new senior director for group media partnerships growth while advancing Isabel Hale from the position of commercial to director of sales for Europe, growth, and esports.

The company also finalized the acquisition of Playmaker Capital, which is expected to help it reach its revenue CAGR target.

After finishing her master's in publishing and writing, Melanie began her career as an online editor for a large gaming blog and has now transitioned over towards the iGaming industry. She helps to ensure that our news pieces are written to the highest standard possible under the guidance of senior management.

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