Flutter seeking startup partner to launch female-focused gaming product

Flutter female-focused gaming
Image: Shutterstock

Flutter Entertainment has announced a Gaming Innovators competition as its UK&I brands are looking to partner with a startup to improve how they serve the female gaming community.

The Sky Betting and Gaming, Paddy Power and Betfair brands will collaborate with a company through the Alpha Hub programme to produce a female-focused gaming product for the UK and Ireland markets.

Flutter has stated that it is “looking to cater to female gamers in the UK and Ireland due to recent research pointing to an exciting opportunity with this demographic” and that any product ideas must be “tailored to their unique playstyle” for effective engagement.

In addition, the product must focus on social and community gaming and should be a “digital entertainment destination that focuses on helping customers to unwind, have fun and relax”.

While Flutter has set this brief, they are also offering a ‘wildcard option’ to allow startups to present ideas that “can create safe, entertaining experiences for female customers now and in the future” but don’t quite meet the brief.

The winning startup will be offered a commercial partnership with Flutter to scale their solution across the UK and Ireland; participate in a demo day to showcase their business to investors, technology experts and Flutter leadership; gain access to workshops and networking with senior Flutter leadership; and access to Alpha Hub Startup Support.

Steve Birch, Chief Commercial Officer at Sky Betting & Gaming, commented: “We see this as a really exciting gap in the market, and we’re looking forward to finding and partnering with innovative startups through the Alpha Hub program to seize this opportunity.”

The closing date for applicants is March 15, 2024. More information on the process and key dates can be found here.