Flutter, Stars Group unveil plans for Noah’s ark of gambling brands

The gambling mega-merger of Flutter Entertainment and The Stars Group (TSG) will be a done deal by May 5, after which the hard work of integrating the parties’ multiple gaming brands will commence.

Last week, shareholders of the UK-listed Flutter and the Nasdaq/Toronto-listed TSG approved plans to combine the companies’ multi-brand and multi-jurisdictional operations under the Flutter banner. On Thursday, the companies offered more details on how this marriage of two 800-pound gambling gorillas will work.

The enlarged Flutter will employ “a federal operating model,” which gives local teams “the autonomy to respond to developments in each of their local markets while still having access to the substantial resources that the broader Group has to offer.”

Flutter II will “initially” have five reporting segments: TSG International (excluding US operations); PPB (Paddy Power, Betfair, the Georgian-facing Adjarabet and B2B operations); Sky Betting & Gaming (UK); Australia (Sportsbet and BetEasy); and the US (FanDuel Group and TSG’s US operations).