Betfair cuts affiliate marketing in UK & Ireland

It appears to be a strategic move by British gambling company, Flutter Entertainment, which owns Betfair, as they aim to prioritise traditional marketing tactics and utilise their brand visibility.

As a result of the stringent rules and regulations in the UK market, Betfair has decided to stop its affiliate marketing programme. This means that they will now turn to international markets to boost their brand awareness.

Impact of compliance costs

While strict regulations are necessary to protect consumers, they come at a significant cost to operators.

Betfair has stated that the reason for its exit from the UK and Ireland affiliate market is due to “a series of changes to the UKI market and an increasingly complex regulatory landscape.”

Flutter has also stated that:

“Betfair UK and Ireland is decommissioning its heritage affiliate programme as part of a broader move toward a centralised affiliate platform within Flutter UK and Ireland.

“These changes will enhance compliance standards and operating efficiencies for Flutter, while providing a best-in-class experience for our chosen affiliate partners.”

The iGaming operator has reported that it spends more than €100 million annually on meeting compliance and responsible gambling regulations for brands such as Betfair, Tombola, Sky Bet and Paddy Power.

Why are international markets more attractive?

The attraction of the Brazilian market has been considered by many within the iGaming industry. The potential is huge following the recent introduction of a regulated market in the country at the start of the year.

Flutter recently completed the acquisition of NSX Group, a leading Brazilian operator, for around $350 million. This gives them a 56% stake in the Flutter Brazil business. They stated that the move “aligns with Flutter’s strategy to invest in leadership positions in attractive international markets.”

It is becoming clear that Flutter is refocusing on markets outside of Britain.

The company has had past success in the US market as well. This saw FanDuel become the leading sportsbook in the country in 2025, recording a turnover for Q1 of $1.67 billion. Flutter CEO Peter Jackson has shared his thoughts on the success of FanDuel:

“FanDuel continues to win in the US, retaining leadership positions in both online sports betting and iGaming, while we saw a positive performance within International, where our scale and the competitive advantages of our Flutter Edge have been enhanced by the acquisition of Snai in Italy.”

Flutter has also entered the Italian market through the acquisition of Snai from Playtech.

What does this mean for the UK and Ireland market?

The United Kingdom Gambling Commission (UKGC) is cracking down on operators. Amid fines for Spreadex and the exit of TGP Europe, it is becoming increasingly difficult for gambling companies.

However, this is in the best interests of consumers and for player protection. Operators have been penalised by the Gambling Commission for putting player safety at risk.

While stringent rules are becoming increasingly complex, players must be kept safe, operators must be held accountable, and responsible gambling measures must be followed.

With harsher penalties due to the UKGC crackdown, it may result in more operators exiting the market. But if this, in turn, creates a safer environment, it can only be for the better.

Effects on affiliates and players

The long-term impact on UK-based affiliates remains unclear, but this move may mark the beginning of a broader market shift away from heavily regulated regions.

As for players, they may start to see a reduction in their choices in heavily regulated markets, as operators continue to exit the market.