Play Well
Country : United Kingdom
Year of establishment : 2016
Flutter Entertainment brings together FanDuel, Sky Bet, PokerStars, Betfair and Paddy Power, serving 18 million customers across 20 countries. Backed by 20,000 employees, the global leader in sports betting and online gaming runs proprietary technology platforms, data science and live sports streaming. The “Play Well” program puts player protection first, with personalized limit tools, proactive detection of risky behaviors and funding for academic research. Flutter works with regulators and leagues to safeguard sporting integrity. On the ESG front, the group targets operational carbon neutrality by 2030, promotes diversity in tech and supports local communities through volunteering and sports philanthropy - building a safer and more sustainable entertainment model.
Partnership operations across sport and entertainment to build scale while consolidating credibility on responsible gaming. Strategic framing (objectives, audiences, risk review and a scoring matrix), mapping and prioritisation, then approaches backed by activation proposals built early. Negotiation, contracting, activation scenarios and a roadmap to amplify the strongest levers.
The pipeline mapped 86 stakeholders; 15 qualified approaches were conducted, leading to 3 structured partnerships, i.e. a 17.4% approach rate and a 20.0% conversion from approach to signature. Activation planning covered 18 deliverables, with 15 executed, corresponding to an 83% counter-party fulfilment rate; 2 of 3 partnerships were renewed. Reporting tracked responsible-gaming messaging integration, partner compliance and delivery against activation inventory. Estimated partnership value secured (cash and in-kind rights and inventory): EUR 960,000.
