Exclusive: PokerStars Sports to replace Sky Bet in Germany
Sports betting brand switch will also occur in Italy and Austria as Flutter executes new international division strategy
Flutter Entertainment will switch its preferred sports betting brand in Italy and Germany from Sky Bet to PokerStars Sports, EGR can exclusively reveal.
EGR understands the transfer had been planned since the launch of PokerStars Sports in 2020, while consumers in both countries have yet to be informed.
The Stars Group (TSG) first revealed plans to launch the PokerStars Sports sportsbook brand in its final set of financial results before its multi-billion-pound merger with Flutter.
In addition to Germany and Italy, Flutter has confirmed the switch of the Sky Bet brand to PokerStars Sports in Austria as of 22 April 2021.
Sky Bet players in Austria, Italy and Germany already accessed their accounts via their PokerStars log-in details and this will continue going forward.
PokerStars group marketing director Tom Warren told EGR: “This is an exciting next step following the launch of the PokerStars Sports brand last year.
“We wanted to offer our customers an easy and seamless experience across our full entertainment offering under the PokerStars master brand and we have clear data to suggest the brand resonates well in this market.
“The change from Sky Bet to PokerStars Sports develops our proposition to customers in Austria by combining the strength of the PokerStars brand with the expertise of Sky Bet,” Warren added.
Sky Bet will continue to operate as Flutter’s preferred brand in the UK market, where it is hugely popular with recreational punters.
In March, Flutter unveiled its new multi-year international expansion strategy, consisting of brand realignment, investment and potential M&A.
Under this strategy, PokerStars will serve as the lead brand across the operator’s international division due to its strong brand awareness and customer base, which is the largest in the international portfolio.
Betfair now operates as Flutter’s secondary international brand but is still actively promoted in select markets including Italy, Spain, Romania and Latam, where it retains high brand awareness and there is appetite for an exchange.
As justification for the strategy, Flutter cited PokerStars’ larger market share and customer base, which is three times greater than Betfair’s overseas database.