Our strategy

Grow our gold medal businesses in core markets

Our core markets remain a crucial pillar of our strategy. We will retain our challenger mindset and continue to invest in our brand and product propositions to extend our leadership position and grow our recreational customer base efficiently, leveraging local scale.

Building on our winning strategy

Our focus on recreational customer growth will continue across our core markets as we remain focused on setting the standard for safer gambling initiatives. With the launch of our Play Well safer gambling strategy, which further strengthens the existing Flutter approach to safer gambling, we will extend our leadership in this important area further in the coming years.
Our scale will position the Group well to invest in extending our brand and product leadership to deliver best-in-class experiences to our customers. With previous market leading product innovations such as our Sportsbet “Same Game Multis” and daily prize mechanics like the Sky Vegas “Prize Machine” we will continue to invest to deliver the next product advantage.
As we further integrate our brands in the UK and Ireland, we will leverage the local and global scale we enjoy to unlock further synergistic benefits with the sharing of innovation and capabilities.