Building a new, white-label international sportsbook platform


Flutter Entertainment (Formerly Stars Group)

Project Background

After acquiring Sky Betting & Gaming and striking a deal stateside with Fox to enter the newly emerging betting markets in the US, Flutter (Stars Group) set out to build a brand new international sportsbook platform which was capable of handling high-volume traffic and transactions across multiple brands and territories.

This platform grew to have the requirement of becoming a white-label offering that could be extended to other group sportsbook brands.

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How we solved the problem

We worked closely with Stars Group’s product and development teams from the start of the project to design a frontend experience that was capable of fulfilling their needs, and the needs of their global customer base, across both web & native platforms.

Building a sportsbook platform from scratch meant Stars had the rare opportunity to innovate in an industry that had become over-homogenised.

To ensure Stars made the most of this opportunity whilst also developing the fundamentals required for a highly-functioning sportsbook, we utilised a dual-track agile approach, allowing the teams to strike a great balance between delivery and discovery.

On the delivery track, we developed a sophisticated token system that allowed designs to easily be themed for different brands and deployed to different territories at speed. We worked closely with developers using storybook to ensure these efficiencies were reflected across the board.

On the discovery track, we worked closely with researchers using a variety of exploratory methods to challenge assumptions and take a first principles approach to designing new features. Innovations we developed off the back of this work stream included stat-assisted betting, in-play “stories”, bet sharing and voice search.

The new sportsbook recently launched in Denmark under the Pokerstars brand and will be rolling out globally in the coming months and years. 


User Experience Design
User Interface Design
Design Ops
User Research & Optimisation


Mobile Web
Desktop Web
Native iOS & Android
Web Based Back Office Systems


Q1 2021

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