Flutter Entertainment Ignites Innovation with a Start-up Challenge for Female-Focused Gaming Solutions

Empowering Female Players: Flutter Entertainment’s Bold Initiative

Flutter Entertainment has set its sights on revolutionizing the gaming landscape for female players. Recognizing the untapped potential in this growing demographic, Flutter’s UK & Ireland division, encompassing Sky Betting & Gaming, Paddy Power, and Betfair, has embarked on an innovative journey. They aim to forge a partnership with a dynamic start-up capable of creating engaging and tailored gaming experiences for women.

A Golden Opportunity for Innovators


Open until March 15, this competition is not just a call to action for creative minds but a gateway to an invaluable partnership with Flutter. The victor of this challenge will not only earn the chance to collaborate commercially with Flutter but will also gain the platform to scale their solution across the UK and Ireland. A unique demo day event awaits the winner, offering the stage to present their innovation to a distinguished audience of investors, tech aficionados, and Flutter’s leadership.

Driven by Insight: Understanding Female Bettors


This initiative was sparked by enlightening findings from a YouGov study, which highlighted that 61% of female bettors are keen on more engagement with women’s sports. Flutter Entertainment acknowledges the need for a bespoke approach to captivate this audience effectively. The study further uncovers that social circles significantly influence women’s discovery of games, hinting at the potential success of solutions centered around social and community gaming.

Crafting a Digital Sanctuary for Entertainment

Flutter’s vision extends beyond mere gaming; it seeks to establish a digital haven where female customers can relax, have fun, and unwind. The competition encourages entrants to think outside the box, even offering a wildcard entry for those with compelling concepts that might not strictly adhere to the initial brief.

The Alpha Hub Programme: A Catalyst for Change

Flutter’s Alpha Hub programme plays a crucial role in this quest, providing start-ups with invaluable access to workshops and support. This initiative is a testament to Flutter’s commitment to fostering innovation and diversity within the gaming sector.

A Market Ripe for Innovation

Inspiration can be drawn from the US casino start-up Betty, which has recently garnered significant investment by promising a gaming product designed exclusively for female players. This signals a growing recognition of and response to the unique preferences of female gamers in the industry.

Looking Forward: A Future of Inclusive Gaming

Steve Birch, CCO of Sky Betting & Gaming, emphasizes the potential he sees in this underexplored market segment. Through the Alpha Hub programme, Flutter Entertainment is poised to discover and nurture groundbreaking start-ups dedicated to enriching the gaming experience for women.

This challenge marks a pivotal step towards inclusive and innovative gaming, inviting start-ups to contribute to a future where female players are not just recognized but celebrated.

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Empowering Female Players: Flutter Entertainment’s Bold Initiative Flutter Entertainment has set its sights on revolutionizing the gaming landscape for female players. Recognizing the untapped potential in this growing demographic, Flutter’s UK & Ireland division, encompassing Sky Betting & Gaming, Paddy Power, and Betfair, has embarked on an innovative journey. They aim to forge a partnership
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