Changing the game globally
Flutter Entertainment plc (flutter.com) earns a Brand Analyzer score of 83 out of 100, placing it in the Strong Brand tier among Media & Entertainment brands, Technology brands, Other brands. Among 5601 Media & Entertainment brands analyzed, Flutter Entertainment plc ranks in the 72nd percentile (category average 76, leader 97). The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark. Dimension scores: Name Quality 73/100, Digital Presence 100/100, Visual Identity 95/100, Messaging Clarity 100/100, Trust Foundation 94/100, AI Discoverability 70/100, Brand Authority 52/100.
Flutter Entertainment plc is an Ireland-based holding company for a portfolio of online betting and gaming brands, formed from the merger of Paddy Power and Betfair. Founded in 2016 and headquartered in Dublin, it operates across sports betting and iGaming markets worldwide. The company describes its mission as powering leading betting and gaming brands through innovation, scale, and integrity, leveraging shared technology and expertise it calls the 'Flutter Edge' to compete in the global sports betting and iGaming market.
| Brand Name | Flutter Entertainment plc |
|---|---|
| Domain | flutter.com |
| Industry | Media & Entertainment, Technology |
| Founded | 2016 |
| Headquarters | Dublin |
| CEO | Breon Corcoran |
| Main Competitors | DraftKings (92/100), Entain, Caesars Entertainment (92/100), Bet365 (83/100), MGM Resorts (BetMGM), Kindred Group, Rush Street Interactive |
Moz Domain Authority 54/100 vs category average 53 / leader 100 - a strong backlink profile, so AI systems frequently encounter mentions of the brand.
Ranked #114,737 on the Tranco list of most-visited sites - modest traffic makes the brand easy for AI models to overlook.
Flutter Entertainment plc appears on Wikipedia but without a dedicated company entity, so AI models can confuse it with similarly named subjects.
The homepage meta description reads "Description Meet Flutter Entertainment plc - the company powering the world’s leading betting and gaming brands with innovation, scale and integrity." (Meta description: 21 words (ideal length). OG description present and descriptive) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: og:title, og:description, og:image, og:type, Twitter cards, canonical. Adding Organization and FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Detected tech stack: Cloudflare.
Social footprint: verified profiles on LinkedIn, YouTube, X (Twitter), Facebook, Instagram, GitHub - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Flutter Entertainment plc scores 44/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Flutter Entertainment plc has a limited AI-visibility profile at 44/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is recommendation likelihood (58/100) and its weakest is trust (26/100). It benefits from a Wikidata knowledge-graph entry, a global traffic rank of #114,737 (Tranco) and a Moz Domain Authority of 54/100. The main gaps holding it back: no clear Wikipedia entity to anchor it in LLM training data, thin schema.org structured data and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify Flutter Entertainment plc from memory (August 2026) - a sign these signals are paying off.
Live results from asking a general-purpose AI assistant about the brand, checked August 2026.
When asked "What is Flutter Entertainment plc?", Claude could identify the brand as of August 2026. Flutter Entertainment is a global online sports betting and gambling company formed through mergers of brands like Paddy Power and Betfair, and it now owns major names including FanDuel, PokerStars, Sky Bet, and Betfair. Best known for Owning FanDuel and being one of the world's largest online betting and gaming operators.
When asked "Best brands similar to Flutter Entertainment plc?", Claude would recommend Flutter Entertainment plc as of August 2026. It's a major player in online gambling and sports betting, so it would naturally come up when discussing top companies in that space.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Flutter Entertainment plc's main competitors include DraftKings (92/100), Entain, Caesars Entertainment (92/100), Bet365 (83/100), MGM Resorts (BetMGM). These companies compete in the Media & Entertainment space for similar customers, offering comparable products or services.
Sources: Brand Analyzer scan
Flutter Entertainment plc and DraftKings are competitors in Media & Entertainment. Brand Analyzer scores Flutter Entertainment plc at 83/100 and DraftKings at 92/100. They target overlapping audiences; the right choice depends on your specific needs and priorities.
Sources: Brand Analyzer scan
Popular alternatives to Flutter Entertainment plc include DraftKings (92/100), Entain, Caesars Entertainment (92/100), Bet365 (83/100), MGM Resorts (BetMGM). Each is an established option in the Media & Entertainment space; the best fit depends on your specific needs, budget, and required features.
Sources: Brand Analyzer scan
Flutter Entertainment plc has limited AI-search visibility, scoring 44/100 on Brand Analyzer's AI visibility composite (visibility 48, trust 26, recommendation 58). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Flutter Entertainment plc was founded in 2016. Flutter Entertainment plc operates in the Media & Entertainment category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
Flutter Entertainment plc is headquartered in Dublin. Flutter Entertainment plc operates in the Media & Entertainment category.
Sources: Wikidata
Flutter Entertainment plc scores 58/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest Media & Entertainment options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Flutter Entertainment plc is a global gambling and gaming company formed from the merger of Paddy Power and Betfair. Founded in 2016 and headquartered in Dublin, it acts as a parent company for a portfolio of betting and gaming brands operating in the sports betting and iGaming sectors.
Flutter Entertainment plc can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Flutter Entertainment is known for being the parent company of major betting and gaming brands, formed through the merger of Paddy Power and Betfair. It is recognized as a large player in the global online betting and iGaming industry.
Flutter Entertainment's target audience includes sports bettors and online gaming customers who use its portfolio brands, as well as investors and stakeholders interested in the global betting and iGaming industry.
Ranked closest to Flutter Entertainment plc: Filmaffinity (83/100), Engineering at Meta (83/100), Fnac (83/100), Fodor's Travel (83/100).
A step up - brands to learn from: Yamaha Corporation (91/100), theSkimm (91/100).
Category leader: Complex (97/100).