Winging it since 1988
Paddy Power has been in the business of entertaining punters since 1988 and we are now one of the most distinctive brands in the industry.
With online and retail operations across the UK and Ireland, Paddy Power is a central brand within Flutter’s UK&I division, known globally for our mischievous marketing and longstanding focus on delivering fairness for our customers.
Ireland’s biggest bookmaker
donated to grassroots football in 2021
Paddy Power’s popularity is underpinned by an easy-to-use betting app, one of the most vibrant retail estates in the sector, and a marketing operation that has been recognised as one of the best in the business. Alongside our leading sports betting offering, Paddy Power also operates innovative products in gaming, including games, lotteries, slots, live casino, bingo, daily fantasy sports and online poker.
Voice of the punter
It is Paddy Power’s mischievous brand that makes it one of the most effective and recalled brands in its category. From mobile product design and retail experiences to our award-winning advertising, the brand is integrated into each step of the customer journey. We entertain our customers like no one else by being the “voice of the punter” and unafraid to say the things that everyone else is thinking.
Ensuring our customers have fun while staying in control is at the centre of everything we do at Paddy Power. We work hard to research, develop and promote safer gambling tools to make sure our customers can only bet what they can afford. To this end, we continually evolve our processes and work closely with our peers in the industry to create a race to the top in safer gambling practices.
In 2019, whilst the gaming industry was rife with brand misattribution and indistinguishable products, Paddy Power Games identified "attainability" as our customer proposition. Our target market was "sports-led gamers", so who better to front our campaign than "The Special One" himself, football legend Jose Mourinho?
It is Paddy Power’s most successful and longest running campaign. Within weeks, consideration for Paddy Power Games amongst those that recalled the campaign jumped by 12%. The TV ad set new records in advertising efficacy. Moreover, the campaign carved out a distinctive proposition of "attainable prizes" for Paddy Power Games.
We don’t just have punters, we have fans. They love when we do things and say things that others wouldn’t dream of. But it’s never just for the sake of it, it’s always to serve up entertainment, with a side of mischief of course.