Pokerstars Opens Network to Competitors Amid Market Share Decline
Flutter-owned platform invites rival operators to join its shared liquidity pool as GGPoker leads traffic.
1Network expansion strategy
Pokerstars launched a B2B site inviting external operators to join its shared liquidity network, marking a strategic shift from exclusively hosting Flutter-owned brands. The platform boasts 12 licenses, 130+ country coverage, and 3 million players. Operators can choose between white-label setups or full brand franchising, including access to marquee tournaments like Sunday Million and European Poker Tour.
2Market position challenge
GGPoker dominates with 9,292 active cash-game players compared to Pokerstars' 2,479, according to September 22 data. The platform trails despite owning recognized brands like Betfair Poker and Sisal. Flutter's Q2 reports confirm declining activity on Pokerstars, attributed to regulatory fragmentation across markets that forced exits from certain jurisdictions.
3Sisal success case
Flutter's Italian acquisition Sisal serves as the network's showcase, achieving 50% poker revenue growth since switching to Pokerstars in December 2024. The partnership captured 55% of Italy's market share through shared liquidity. All international operations now report to Dan Taylor, Flutter's incoming group CEO effective October 1.
4Migration timeline
Betfair Poker joined the network on August 13 after leaving Playtech's iPoker network, which now shows just 173 active players. Paddy Power and Sky Poker will migrate later in 2026. UK customers will transition to a co-branded Pokerstars on Betfair platform, consolidating Flutter's poker assets under one ecosystem.
5Regulatory hurdles
Pokerstars CCO Mike Woodbridge cites inconsistent global regulations as the driver for this strategy, noting market exits led to thinner player fields and smaller tournament prizes. The network aims to rebuild liquidity through partnerships, initially focusing on Flutter-owned brands in markets where Pokerstars doesn't operate.
6Competitive landscape
GGPoker already partners with third-party skins like Olybet and Danske Spil, demonstrating the viability of multi-brand networks. Pokerstars' historical dominance since 2001 eroded during COVID-19, with crypto platform CoinPoker now matching its traffic at 2,285 active players.
7Revenue sharing model
The network promises partners immediate access to Pokerstars' brand equity and player base, while operators maintain their own branding. Revenue splits aren't disclosed, but the Sisal case suggests significant upside for partners who can leverage Pokerstars' tournament infrastructure and international player pool.
8Strategic implications
This pivot reflects online poker's consolidation phase, where scale determines viability. For Flutter, opening the network mitigates regulatory risks while monetizing existing infrastructure. Smaller operators gain instant liquidity, but must weigh brand dilution against access to Pokerstars' dwindling player base.
Original article: Bitcoin News — Pokerstars Opens Network to Competitors Amid Market Share Decline