Gaming giant Flutter Entertainment’s UKI-facing brands, Sky Betting and Gaming, Paddy Power and Betfair, are considering a partnership that would allow them to tap into the increasing female customer base in the United Kingdom and Ireland.

To that end, the UKI division is looking to team up with a “high potential startup” that would help it serve female players in the region. This initiative is part of Flutter’s Alpha Hub program and reflects the company’s desire to engage its female audience.

Flutter’s goal is to tailor a product to the unique playstyle of the female players. According to the company, women tend to discover gambling through social circles, meaning that they are statistically more likely to focus on social and community gaming. As a result, Flutter is looking to provide such players with a “digital entertainment destination” that helps them unwind, have fun and relax.

However, the company added that it is also open to other interesting ideas that don’t quite fit this description. Applicants who wish to explore a different product than the one described by the operator can select the wildcard option when submitting their solutions on how Flutter can create safe and fun experiences for its customers.

Flutter Seeks to Partner with an Innovative Startup

The partnership arrangement proposed by Flutter Entertainment would offer the winning startup a variety of symbiotic benefits. These include a commercial partnership with Flutter and opportunities to scale their solution across the United Kingdom and Ireland. Furthermore, the winner will get to participate in a demo day to showcase their business to an audience of investors, gaming leaders and technology experts.

That is not all, however, as the winner will get access to workshops and networking with senior Flutter leadership. Finally, the winning startup will get access to Alpha Hub Startup Support.

Sky Betting & Gaming’s chief commercial officer, Steve Birch, commented on the matter, saying that he cannot wait to see what startup companies have to offer.

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.

Steve Birch, CCO, Sky Betting & Gaming

Startups can submit their applications until March 15.

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Betty, a new iGaming startup sitting at the intersection of online casino and casual mobile gaming, announced its latest seed round led by Karlani Capital has raised $5 million, attracting interest from a number of investment funds.

Online Slot Players in the Focus

The new funding round for the American-Bulgarian real-money entertainment startup saw interest from other investors, including CEAS Investments, Courtside Ventures, Gaingels, OCA Venture, Subversive Capital and 305 Ventures.

The new seed round is the second funding round for the startup that is headquartered in New York and has an R&D office in Bulgaria, following its pre-seed funding in March 2022 which raised $1.8 million.

Gaingels, a private investment syndicate that participated in Betty’s seed round commented that, while historically sports betting and casinos had been marketed to men, more than half of these markets are made by women, and they admire “Betty’s mission to make the category more inclusive.”

Founded in 2022 by Vlad Pavlov, Chavdar Dimitrov, Jordan Tuch, Annie Zeng, and Justin Park, Betty has identified a large audience of casual iCasino customers – women playing slots – who remain underserved by existing online casino brands which in their core functions operate as sportsbooks.

Leveraging its founders’ collective experience of over 50 years in iCasino technology, Betty seeks to maximize the entertainment value of this underserved market group by offering them an entertaining gaming experience that is safe, social and inclusive.

Ontario Launch and Platform Development

The proceeds of the funding round will be used to speed up Betty’s launch in the Canadian province of Ontario where it was issued a gaming license by the Alcohol and Gaming Commission (AGCO) in January and is anticipating soft launching operations this month. Betty’s full-scale go-to-market in Ontario is expected to take place in the second business quarter of 2023.

Money raised from the seed round will also go towards the continued development of the company’s proprietary online casino platform and its specifications tailor-made for markets in North America.

The team of Betty’s founders was behind the creation of QL Gaming Group, a direct-to-consumer sports data and iGaming affiliate platform headquartered in New York that was acquired by Audacy, a free broadcast and radio platform.

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