Betfair to cease UK and Ireland affiliate marketing programme
The Flutter-owned gambling operator aims to reduce costs in its home markets.
UK.- Flutter’s Betfair is winding down its affiliate marketing programme for media partners in the UK and Ireland. It says it will end all affiliate activities in the two countries and remove related services from Betfair.com from July 1, 2025.
The gambling operator said decision is part of a plan to reduce operational costs in its home markets amid a more complex regulatory landscape. The British Gambling Commission has been tightening regulations for several years, and Ireland is now introducing a licensing regime for online gambling under the new Gambling Regulatory Authority of Ireland.
Flutter has also been working to establish firm compliance and responsible gambling measures across its portfolio of brands, particularly in domestic markets. Betfair’s global affiliate programme will continue as usual. It urged affiliates affected by the change to contact their account managers before July 1.
The US-listed Irish betting giant has also been focusing heavily on the Italian market. It’s completed its acquisition of Snaitech from the British gambling tech supplier Playtech to become a market leader with a 30 per cent market share. However, it’s lost out to Lottoitalia, a consortium of IGT, Arianna 2001, Novomatic and Allwyn, in the Italian lottery tender.
