One Flutter brand is leaving Italy while three stay.
Flutter’s brand Betfair is quitting the Italian market. The reasons are recent regulatory changes that have made Betfair Exchange commercially unsustainable.
The Italian affiliate programme ends on 31 October, with promotions for Italian users down by 29 October and October commissions paid in November. Partners outside Italy keep their agreements and Italy-only deals end with that payment.
Other Flutter’s brands, Sisal, Snaitech and PokerStars, remain, and the company says that Betfair’s closure is a very small proportion of its Italian revenue, with no effect on staff in the country.
Blask data puts Betfair 10th of 106 brands in Italy by share of demand (BAP) for September 2026. The leader on that list, Sisal, held nearly 4 times the search share of the brand that is leaving.
Snaitech’s Snai, PokerStars and the market leader held 18.9% of Italy BAP between them, about six times the exiting brand’s share.
September projected revenue, CEB, was $5M for Betfair and $77.5M for Sisal — 15.5 timefold difference. Across the whole Italian market, Betfairs’ CEB was 0.9%.