With the creation of Flutter International’s new regional structure, Flutter Brazil now constitutes one of the company’s five global divisions, alongside UK&I, Asia-Pacific, Central & Eastern Europe, and Southern Europe & Africa. This regionalization strengthens the company’s multi-brand, locally focused strategy and enables operations such as Betnacional and Betfair Brazil to benefit directly from the Flutter ecosystem.
Flutter Edge acts as an integrative platform that connects and accelerates all the group’s brands (including FanDuel, Sportsbet, Betfair, and now Flutter Brazil, which encompasses Betnacional as well).
Flutter Edge is built on four core pillars designed to drive brand success:
1. Product:
- Continuous investment in sports betting and iGaming products tailored to the unique regulations and nuances of each country.
- Advanced pricing and risk management solutions, along with personalized and intuitive user experiences.
2. Technology:
- Shared proprietary tools across the group’s brands, promoting constant innovation.
- A scalable and decentralized architecture with local hubs and shared codebases across markets.
- Use of artificial intelligence and automation to enhance personalization, operational efficiency, and top-level security.
3. Expertise:
- Over 20 years of online experience and 250 global talent relocations.
- Dedicated teams to share best practices between mature and emerging markets.
- Global Centers of Excellence that accelerate local strategies and establish a strong foundation in new markets like Brazil.
4. Scale:
- Global bargaining power with suppliers, increasing operating margins and optimizing costs.
- Proven results: for example, FanDuel holds the highest gross revenue margin among all betting operators in the U.S. as of 2024.
Flutter Edge brings direct benefits to Flutter Brazil, which includes brands like Betnacional and Betfair, by combining world-class technology with 100% locally operated and managed platforms, as well as robust infrastructure ready to meet current and future regulatory requirements.
Moreover, the ecosystem enables Flutter brands to continuously innovate and apply smart generosity and pricing models, optimizing both profit margins and customer loyalty.
Another key advantage is access to Flutter’s global risk and compliance infrastructure, including fraud detection and match-fixing prevention systems, in partnership with companies such as Sportradar.
Additionally, a core component of Flutter’s Positive Impact Plan is the Play Well program, which guides the company’s ethical conduct and is one of the most significant advantages offered by Flutter Edge. This global strategy provides universal principles and adaptable tools tailored to local realities, such as Brazil, to ensure a safe, healthy, and sustainable betting environment.
Flutter actively supports Play Well goals, promoting Responsible and Positive Play through products and platforms designed to provide safe experiences and proactive protection of vulnerable players. This includes personalized support and partnerships with NGOs. The company’s platforms also aim to engage effectively with at-risk users, using data and AI to prevent harmful behavior.
These initiatives are part of Flutter’s ambition to have 75% of online players using Play Well tools by 2030, with an intermediate milestone of 50% by 2026.
The actions, which involve active listening, research, continuous innovation, and responsible marketing campaigns, aim to transform the player-platform relationship into a positive and responsible entertainment experience.
Source: GMB
