The iconic PokerStars brand is joining the Betfair platform in an exciting move that will not only boost player pools, but prize pools too. 

Betfair customers will be able to access PokerStars through a new co-branded ‘PokerStars on Betfair’ offer, reflecting a new global strategy at Flutter (the company that owns PokerStars).

Paddy Power and Sky Poker will also host the PokerStars product later this year.

It’s all in an effort to improve the player experience. PokerStars is moving to a more liquidity-focused operating model that brings tailored, regional experiences to players through the ‘PokerStars Network’ (PSN).

The approach has already seen results, with successful migrations completed with FanDuel in the US, and Flutter’s Sisal and SNAI brands in Italy.

Mike Woodbridge, Chief Commercial Officer at PokerStars, said: “PokerStars is the most iconic brand in global poker – these changes ensure that it remains a core, strategic brand within Flutter’s portfolio.

“In recent years the market environment has got harder for brands like PokerStars. A patchwork of regulation from one market to the next has fragmented the global game and led us to make difficult decisions to exit certain markets and not enter others.

“Players have felt it through thinner fields and smaller tournament prizes on our site,” he continued. “We want to do something about that, so we’re moving to a different model with the aim of improving liquidity and player pools and bringing people back to the poker table.”

Kim Daly, Managing Director for Betfair, said: “I’m thrilled to bring two iconic brands under one roof. By integrating PokerStars onto the Betfair platform, we’re uniting two category-transformers that share a passion for innovation and player empowerment.”