PokerStars has launched a sales site inviting outside operators to join its shared player pool, marking the first time Flutter Entertainment has opened the network beyond its own brands. The move comes as PokerStars faces declining traffic compared to rival GGPoker.
The newly launched PokerStars Network site claims 12 licenses, access to more than 130 countries, and over 3 million players, positioning itself as "the largest regulated liquidity pool." Operators can run PokerStars products alongside their own branding, use a white-label setup, or franchise the PokerStars brand outright. Partners gain immediate access to PokerStars tournaments and branded games including the Sunday Million, Spin & Go, and the European Poker Tour.
Current Network Status
To date, the network has only integrated Flutter's own brands. Betfair Poker migrated from Playtech's iPoker network in August, while Paddy Power and Sky Poker are scheduled to follow later this year.
The only external case study featured on the network site is Sisal, an Italian operator Flutter has owned since August 2022. After Sisal replaced its previous poker provider with PokerStars in December 2024, the site reported that poker revenue rose more than 50%, with the network commanding over 55% market share in Italy.
Market Position
PokerStars has experienced a significant decline in traffic. According to PokerScout data from September 22, GGPoker had 9,292 active cash-game players compared to PokerStars' 2,479. The contrast is stark against the iPoker network that PokerStars' sister brands are leaving, which had just 173 active players.
PokerStars led the online poker market for years before GGPoker surpassed it around the time of the COVID-19 pandemic. Flutter's second-quarter report noted "an overall decline in activity on the PokerStars global platform."
Strategic Rationale
When announcing the network in August, PokerStars Chief Commercial Officer Mike Woodbridge cited regulatory fragmentation as a key challenge: "A patchwork of regulations from one market to the next has fragmented the global game and led us to make difficult decisions to exit certain markets and not enter others. Players have felt it through thinner fields and smaller tournament prizes on our site."
The network model allows operators to participate from jurisdictions where PokerStars does not independently operate, effectively expanding PokerStars' reach through partner brands.
