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PokerStars has unveiled a significant restructuring plan that will change how its United Kingdom customers access their online poker accounts. Starting August 13, the operator will merge with Betfair, launching as PokerStars on Betfair.
The rebrand marks the first step in a wider migration strategy. Later this year, UK-based PokerStars users will transition to the Betfair platform, though they will continue using the same PokerStars software that has powered the site for 25 years.
Despite the platform switch, UK players will retain access to the global PokerStars player pool. This includes signature tournaments such as the Sunday Million, SCOOP, WCOOP, and Spin & Go games, as well as qualification pathways to live events like the European Poker Tour.
Flutter, the parent company of PokerStars, plans to extend this model further. Paddy Power Poker and Sky Poker are both expected to adopt PokerStars software in the coming months, further consolidating player traffic into a single liquidity pool.
The initiative reflects Flutter’s broader “PokerStars Network” strategy, which aims to connect players across its various brands to strengthen overall game liquidity. Similar mergers have already succeeded in Italy with Sisal and SNAI, and in North America through FanDuel.
PokerStars Chief Commercial Officer Mike Woodbridge cited regulatory fragmentation as a driver behind the change, noting it has thinned player fields in recent years. Betfair Managing Director Kim Daly called the merger a “powerful moment,” highlighting the combined potential of poker, sports betting, and casino offerings under one platform.
