TSG to Migrate Sportsbetting Brands to Paddy Power Betfair

This week Flutter Entertainment announced that it will migrate the sportsbetting brands of subsidiary The Stars Group into the backbone of their Paddy Power Betfair branch, condensing their operation and cutting out redundancy.

Flutter completed their purchase of The Stars Group in May, with the likes of Sky Vegas, PokerStars, and Sky Bet all being included in the deal. Flutter also owns the Paddy Power Betfair brands, which are heavier into the sportsbetting side of things. Moving these operations into one umbrella will keep divisions from being fragmented and help Flutter's bottom line.

In a statement regarding the move Flutter Entertainment explained: "We said at the time of the merger announcement that we would review the compliance standards and market exposures of the combined group once the transaction was complete. Where standards differed from those of Flutter, we aimed to adopt the higher of the two."

The reviews into TSG properties will continue, with other sections of the business being changed as they're deemed necessary. One of these is the look and feel of user interfaces. Flutter has said that the PokerStars brand lags behind their competition in terms of user experience and that they'll look to see what changes they can enact to improve the poker giant's position moving forward.

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