CHANGING THE GAME
At this year’s SBC Summit in Lisbon, Flutter Entertainment’s senior leaders shared their vision for navigating one of the most dynamic and game changing periods in the history of global gaming. With operations in more than 30 regulated markets and a market capitalisation of c.$50 billion, Flutter is the world’s largest online betting and gaming company – and with that scale comes with a responsibility to raise the bar.
From emerging technologies like AI to shifting regulatory frameworks and the rise of the black market, the global environment for operators has never been more complex. Flutter’s executives spoke about how the company is adapting to these external pressures while continuing to deliver safe, sustainable entertainment to millions of customers worldwide.
Here are the five biggest takeaways from their appearances.
1. Navigating a Complex Global Landscape
As part of a keynote presentation at the SBC Leader’s Summit, Flutter International CEO Dan Taylor highlighted the complexity facing global operators, driven by a unique convergence of geopolitical, regulatory, and economic factors. At the same time, shifting political landscapes, trade disputes, and new taxation frameworks are creating challenges in even the most established markets. Against this backdrop, Taylor argued in his speech that it is now, more than ever, for the industry to raise the bar on standards.
“Our operating environment has never been more complex,” Taylor said. “We’ve had to make measured decisions while pursuing growth in exciting new regions that weren’t even on our radar five years ago.”
Taylor explained that this dual reality of opportunity and risk demands scale, agility, and local expertise. Flutter’s diversified portfolio of brands allows the company to balance regulatory pressures in mature markets with expansion into high-growth regions like Latin America, Eastern Europe, and Africa.
“Success now depends on anticipating volatility and having the right structures in place to respond,” he added. “The most sustainable growth comes from markets where we’ve built trusted, locally-led brands that truly understand mass-market customer needs – this is the foundation for a resilient, long-term customer base.”
2. Harnessing AI as a Transformational Force
Artificial Intelligence is redefining industries across the globe, and gaming is no exception. Taylor described AI as “the defining technology of our generation,” noting that AI investment in the US has now surpassed consumer spending for the first time.
“AI is already reshaping how our customers interact with our products and how our colleagues work together,” he said. “There’s no roadmap, which means we must move at lightning pace to harness its potential responsibly.”
Flutter’s scale provides a significant advantage here. With c.7,000 technologists working across its brands, the company can share insights and platforms globally while tailoring products locally. Innovations like next-generation pricing engines and cross-market data pools are already enhancing customer experience and operational efficiency.
Taylor stressed that responsible implementation is key. “Operating models of the past have no divine right to succeed in a future shaped by AI,” he said. “We need to identify the most compelling use cases, develop the expertise to deliver them, and ensure AI drives safer play as well as smarter growth.”
3. Managing External Risks Through Strategic Principles
Faced with increasing external pressures, Flutter has developed a clear framework to manage its business. Taylor outlined three core strategic principles guiding the company’s decisions: scaled local leadership, global expansion, and the “Flutter Edge.”
Scaled local leadership enables Flutter to tailor experiences to specific market needs, fostering trust and relevance with customers. Global expansion provides balance, with mature markets such as the UK, Ireland, and Italy delivering stability while emerging regions offer high growth potential.
At the heart of Flutter’s strategy is the Flutter Edge – the company’s structural advantage in product, technology, expertise, and scale. This allows Flutter to leverage innovation globally while empowering local teams to adapt quickly.
“Our diversified scale is a strategic strength,” Taylor said. “It gives us the resilience to weather regulatory storms and the firepower to invest in markets where we can raise the bar for responsible and sustainable play.”
With more than 16 million monthly active players staking over $40 billion on sports betting alone in the first half of 2025, Flutter’s scale is both a competitive advantage and a responsibility.
4. Building Genuine Community in Digital Gaming
During a panel session, Marion Ryan – Managing Director of tombola – emphasised the importance of connection and community in digital gaming experiences. Products like bingo, poker, and lotteries have always been inherently social, bringing people together for shared entertainment.
“Games are about more than just playing – they’re about feeling part of something,” Ryan said. “At tombola, we’ve worked hard to recreate that digitally through features like chat, free-to-play events, and big event-driven play.”
These authentic social features have boosted retention and market share, and Ryan believes they can be extended to other verticals such as sports betting. However, she cautioned that this must be done carefully.
“Players see through inauthenticity very quickly,” she said. “Social features can’t just be bolted on; they need to be designed into the product from the start.”
With its portfolio of local hero brands – including the original peer-to-peer model, Betfair Exchange – Flutter is uniquely positioned to lead in creating safe, community-driven digital spaces that go beyond the transactional.
5. M&A Remains Resilient
While volatility is reshaping many aspects of the gaming industry, Flutter’s Director of Corporate Strategy and M&A, Tom Field, highlighted during another panel that one area that remains active is mergers and acquisitions.
Flutter’s approach to M&A is built around three models: acquiring local leaders in new markets, accelerating share gains in core regions, and taking strategic stakes in developing areas. Field pointed out that despite broader geopolitical and economic uncertainty, Flutter was able to continue to execute its M&A strategy with the acquisitions of Betnacional and Snai earlier this year. He also noted how the themes underpinning this activity – strategic expansion, market consolidation, and positioning for future growth – continue to remain relevant.
“This is a market that has been active for a long time, and we expect it to remain so,” Field concluded. “Disciplined M&A will continue to be a critical driver of diversification and resilience for Flutter.”
A MORE SUSTAINABLE FUTURE
Across these five themes, a clear message emerged: the future of gaming will be shaped by those who can combine innovation, responsibility, and scale. As Taylor summed up, success isn’t just about navigating today’s challenges – it’s about leading the industry to a safer, more sustainable future, collectively raising the bar for the industry.
