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Flutter Entertainment Eyes M&A Strategy for Brazil’s Growing Gaming Market



In a dynamic move to fortify its position in the Brazilian gaming market, Flutter Entertainment’s CEO, Peter Jackson, has dropped hints about the company’s strategic intentions during a recent earnings call.

With the country’s gaming regulations finally in place, the stage is set for Flutter to explore various avenues, including mergers and acquisitions, to seize the burgeoning opportunities in Brazil.

Flutter Entertainment’s Brazilian Strategy Unveiled

During a recent earnings call held on January 18, Peter Jackson, the CEO of Flutter Entertainment, offered valuable insights into the company’s evolving strategy in Brazil. With the long-awaited regulation of the country’s gaming market, the company’s approach to this promising market has been under scrutiny.

Jackson expressed his satisfaction with the performance of two of Flutter Entertainment’s prominent brands, PokerStars and Betfair, in the local Brazilian market. He emphasized that organic growth would be a central pillar of their future strategy. However, he left the door open to the possibility of mergers and acquisitions to further fuel growth in the region.

A Focus on Organic Growth and Beyond

“We’ve used M&A as a means of cementing positions on the podium,” Jackson explained. He hinted that while organic growth remained a priority, they were also considering other avenues to expand their footprint in the Brazilian gaming market.


Thriving iGaming Revenue

Flutter Entertainment continued its upward trajectory in the iGaming segment during the quarter. Notably, the group reported a staggering 49% year-on-year revenue growth for US iGaming, with the online casino segment outside the US witnessing an impressive 11% rise.

FanDuel Casino, a key brand under the Flutter umbrella, expanded its market share to an impressive 26%, firmly establishing itself as the second most popular online casino site in the country. Jackson attributed this success to the company’s strategic product initiatives, outlined during its 2022 Capital Markets Day.

Product Innovation Driving Growth

While acknowledging the historical importance of cross-selling in their iGaming strategy, Jackson underscored that a substantial portion of their new growth was stemming from dedicated online casino customers, drawn by the enhanced product offerings. He pointed to several critical changes in their iGaming products, including branding, free-to-play mechanics, positioning, and game offerings, as the driving forces behind their revenue surge.

A Commitment to Investment and Infrastructure

In anticipation of sustained growth, Flutter Entertainment is gearing up for substantial investments. Jackson emphasized the need for the right infrastructure to support the company’s expanding business scope. He highlighted the significant growth they have exhibited in the United States, a trend they foresee continuing.


Navigating a Competitive Landscape

Facing mounting competition from established rivals and new entrants such as ESPN Bet, Fanatics, and bet365, Flutter Entertainment remains undeterred. Jackson expressed confidence in the quality of their product and their overall market position, citing the business’s resilience and ongoing momentum.

As Flutter Entertainment navigates this dynamic landscape, their strategic prowess and commitment to innovation are poised to be key drivers of success in Brazil and beyond.

Jerome, a valuable addition to the Gamingo.News team, brings with him extensive journalistic experience in the iGaming sector. His interest in the industry was sparked during his college years when he participated in local poker tournaments, eventually leading to his exposure to the burgeoning world of online poker and casino rooms. Jerome now utilizes his accumulated knowledge to fuel his passion for journalism, providing the team with the latest online scoops.

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FDJ’s Acquisition of Kindred Group Shaping the Future of Global Gaming



FDJ’s acquisition of Kindred Group, facilitated by regulatory approval and strategic shareholder engagement, signifies a transformative moment in the gaming industry. This deal exemplifies the intricate balance between regulatory compliance, shareholder value, and strategic growth ambitions. As the industry stands at the cusp of further consolidation and innovation, the FDJ-Kindred transaction heralds a new era of strategic realignment and competitive positioning in the global gaming landscape.

A Monumental Shift in Gaming Dynamics

The Swedish Financial Market Supervisory Authority (SFSA)‘s approval of Française des Jeux’s (FDJ) offer to acquire Kindred Group marks a pivotal moment in the global gaming and betting sector. This green light not only accelerates FDJ’s strategic expansion but also underscores the evolving landscape of international gaming regulations and corporate alignments.

Navigating Regulatory Waters

The SFSA’s endorsement is a crucial step in FDJ’s ambitious acquisition plan, setting the stage for a public offer slated to commence imminently. This regulatory approval highlights the meticulous scrutiny and compliance standards governing mergers and acquisitions within the sector, ensuring that such transactions align with market stability and shareholder interests.

A Call to Action for Kindred Shareholders

The forthcoming Extraordinary General Meeting (EGM) represents a critical juncture for Kindred Group, with proposed statutory amendments necessary for facilitating the acquisition. This meeting, aimed at achieving the requisite shareholder consensus, signals the importance of shareholder engagement in steering corporate direction and strategy.


The Path to Acquisition: Shareholder Conviction and Strategic Vision

FDJ’s pursuit of Kindred Group, contingent upon securing 90% of total capital, reflects a strategic maneuver to consolidate its position in the global gaming market. The offer per share, valuing Kindred at approximately €2.6 billion, has garnered unanimous board endorsement and significant shareholder backing, illustrating the alignment of strategic interests and the perceived value of this consolidation.

Activist Influence and Strategic Realignment

The role of activist shareholders, notably Corvex Management, in advocating for Kindred’s sale underscores the dynamic interplay between corporate governance and shareholder activism. Their successful campaign for board representation and strategic evaluation reflects a broader trend of active investor engagement in shaping corporate trajectories.

Implications for the Global Gaming Industry

This acquisition not only exemplifies the financial and strategic considerations underpinning such deals but also highlights the regulatory complexities and shareholder dynamics involved. As the gaming industry continues to evolve, driven by technological advancements and regulatory changes, the FDJ-Kindred merger serves as a case study in strategic growth, market consolidation, and the pursuit of competitive advantage.


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