Pragmatic Play secures exclusive live casino deal with Flutter in UK&I

Games provider Pragmatic Play has confirmed a deal with Flutter Entertainment to become the exclusive supplier of dedicated live casino tables for its extensive range of betting brands in the United Kingdom and Ireland.

Flutter, the parent company of heavyweight established brands such as Paddy Power, Betfair, FanDuel and Sky Bet, will benefit from live casino content and associated tech products on its platforms, including custom branding options for its array of brands. 

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This will be delivered by Pragmatic Play’s Smart Studio solution, which enables customisation of games to match a particular title, with Flutter also to be provided with bespoke game offerings tailored to specific audience demographics.

Pragmatic Play chief operating officer Irina Cornides welcomed the partnership between the companies:

“Pragmatic Play shares with Flutter a commitment to delivering unique and exceptional player experiences, so we are thrilled to become the exclusive supplier of dedicated live casino tables for its popular gaming brands in the UK & Ireland, which includes household names such as Betfair, Paddy Power, and Sky Vegas.” 

That sentiment was echoed by Flutter commercial director, Roisin Hogan, who said: 

“Pragmatic Play’s Smart Studio solution aligns perfectly with our strategic focus on delivering great customer experiences through new innovation.

“We are excited to agree a deal that will see us collaborate even closer to bring fun new live products and experiences to our players in the UK and Ireland,” she added. 

Based in Gibraltar, Pragmatic Play provides a multi-product solution for gambling platforms, including live casino, slots, virtual sports and more, across various international markets. 

Last month, the company activated its Smart Studio offering in Brazil with EstrelaBet. 

The deal represents an extension of the collaboration between both entities, building on the initial agreement. Like Flutter, EstrelaBet will be able to provide customised service to its users, with specific content for the Latin American market. 

Earlier this month, Flutter issued a revenue warning impacting its performance in the United States, where its FanDuel brand is a major player. 

The company published a trading announcement on 7 January to advise it was likely to fall £297m short of US revenue expectations for FanDuel following a period of “very unfavourable” sports results in the country during November and December.

The FY2024 report stated: “Following our Q3 earnings report on November 12, continued strong US player momentum has been offset by a period of very unfavorable US sports results across the remainder of November and in December, primarily on NFL Parlay and Same Game Parlay outcomes.

“The 2024/2025 NFL season to date has been the most customer friendly since the launch of online sports betting with the highest rate of favorites winning in nearly 20 years.”

The outcome is that Flutter adjusted its US revenue estimates to be £301m lower than its previous guidance midpoint at approximately £4.74bn.