Flutter to Acquire Snaitech for $2.52B by April 2025
Key Takeaways
Flutter Entertainment is on the verge of completing its acquisition of Snaitech. All regulatory and antitrust approvals have been granted. The deal is expected to close in April 2025. The purchase price is USD 2.52 billion. With this move, Flutter aims to further strengthen its market position in Italy. The seller, Playtech, plans to shift its focus more strongly toward the B2B (business-to-business) segment.
Background on the Acquisition
Flutter announced its intention to acquire Snaitech in September 2024. The goal was to complete the transaction in the second quarter of 2025 — a timeline that remains unchanged. Snaitech is a well-established provider in the Italian gambling market, particularly in the areas of sports betting and online casino.
Flutter is already active in Italy with brands such as PokerStars, Betfair, Tombola, and Sisal. Through the integration of Snaitech, the company aims to increase its market share and leverage synergies. Flutter emphasizes that the acquisition is part of a long-term strategy to invest in leading positions in regulated international markets.
Strategic Shift at Playtech
For the current owner, Playtech, the sale marks a clear strategic shift. The company plans to focus more intensively on its B2B operations going forward. Playtech provides technology and platform solutions to other gambling operators.
In 2024, revenue in the B2B segment rose by 10% to USD 802 million. Key growth drivers included markets in the U.S., Colombia, Canada, Italy, Spain, and the United Kingdom. Playtech sees further growth potential in focusing on technology-driven B2B solutions.
Impact on the Italian Gambling Market
Italy is one of the largest regulated gambling markets in Europe. With the acquisition of Snaitech, Flutter strengthens its position in a lucrative but heavily regulated environment. The merger not only expands reach but also enables better use of existing technologies and products.
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For players in Italy, little is expected to change in the short term. However, in the long run, new offerings and improved platforms may emerge as Flutter integrates its existing systems with those of Snaitech.
Our Assessment
The acquisition of Snaitech is a logical step for Flutter. The group is expanding its presence in a key market and securing additional market share. At the same time, Playtech can fully pursue its B2B strategy and focus on higher-margin business areas.
For the Italian market, the deal means increased consolidation. Players may benefit from improved offerings, while competition among providers intensifies. The situation remains dynamic — especially in light of regulatory requirements and technological innovation.
Sources
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