Betfair is terminating its affiliate marketing program in the UK and Ireland as it seeks to adapt to growing challenges in its domestic markets.
In a message to its partners, the company explained that this decision is due to the increasingly complex regulatory environment in the UK and Ireland, countries undergoing significant changes in gambling industry regulation.
This move reflects a notable shift in strategy for Flutter’s flagship brand, Betfair, which specializes in betting exchange and sportsbook services.
Additionally, this step highlights the difficulties faced in the UK market and the growing trend of shifting operations towards more favorable international jurisdictions.
At the same time, the company’s approach to overseas markets will remain unchanged: Betfair will continue to focus on driving traffic and data analysis among international audiences.
Flutter has discovered many new opportunities across various markets, with Africa, Southern Europe, and India contributing to maintaining positive momentum at the start of the year.
In the Q1, the company reported an 8% year-over-year revenue increase, reaching $3.67 billion (compared to $3.4 billion in Q1 2024). The primary driver of this growth was success in markets outside the UK and Ireland, confirming the rationale behind the group’s international expansion.
Peter Jackson, the CEO, highlighted the company’s significant progress in international markets during the earnings call: “I continue to be really pleased with how the scaling of our US business is driving a step change in the earnings profile of the group.
Our international business is also demonstrating the benefits of scale and diversification, with particularly strong performances in SEA (Southern Europe and Africa) and India. These factors combined to drive year-over-year net income and adjusted EBITDA growth of 289% and 20%, respectively, in Q1.”
In recent months, the company has shown increased interest in the Brazilian market, expanding its presence through the acquisition of the NSX Group.
As a result of this deal, Flutter expects NSX Group to contribute more than $200 million in additional revenue to its international segment.
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