From London to New York: Flutter's strategic shift reflects booming U.S. gambling market


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Flutter Entertainment is constantly updating its strategies as the U.S. gambling market keeps seeing impressive growth and gaining momentum. The gambling giant aims to stay on top of all trends and align its objectives accordingly.

Is the U.S. Becoming the Center of the International Gambling Market?

The fact that the company changed its main listing location from London to New York only proves how dynamic and potential the American market has.

As the U.S. is slowly (but surely) becoming more gambling-friendly and more open towards online casinos, it makes sense that great brands such as Flutter are shifting their attention towards this market. The fact is that the States are a territory with great potential and definitely worth exploring when it comes to digital gambling.

Flutter Entertainment's Revenues Surge in the U.S. Fueled the Stock Market Switch

Gambling analysts report a significant rise in the group's revenue in the U.S. from 5 years ago to today's recorded data. If five years ago, the company's U.S. revenue consisted of an average of only 10% of its overall earnings, based on the latest statistics, at the beginning of 2024, the U.S. revenue consisted of about 40% of the overall international revenue registered by the gambling group.

Flutter Entertainment's U.S. revenue also increased significantly from a little over $240M in 2018 to an impressive $4.5BN in the last few years.

This fascinating growth is directly connected to the legalization of online gambling in the States, making the U.S. market more attractive to the providers of online casino games.

Peter Jackson, Flutter's CEO, is optimistic about the U.S. market transition. He described it as generating "the largest portion" in terms of company profits. He added: "With our NYSE listing effective today, this is a pivotal moment for the group as we make Flutter more accessible to US-based investors and gain access to deeper capital markets."

Challenges to Consider in the Near Future

Despite its undisputable success, Flutter Entertainment still faces numerous challenges in the U.S. market. The main and most pressing matter is represented by problem gambling and gambling-related harm. The impact the legalization of online gambling will have on people is another aspect that needs to be considered.

The company admits the fact that the balance between revenue growth and promoting safe gambling is fragile.

However, Flutter is a promoter of safe gambling and is not afraid to provide gamblers with access to tools and resources that will help them avoid the negative impact of casino games.

In the end, Flutter appears to be optimistic about legalized gambling across the entire country. Even so, the company understands how complex the process can be and is aware of the challenges it will face.

The U.S. Is A Blooming Gambling Market

Flutter's move from London to New York marks a defining moment for the company and reflects its fast rise within the U.S. gambling market. The impressive growth spur reported proves that the U.S. is a market with great potential for this industry.

While the company's future in the States is very promising, the risks must be carefully managed, and constant adaptability is necessary for the gambling company to survive and thrive in this market.

Gambling Problem? The National Council on Problem Gambling operates the National Problem Gambling Helpline Network. The network is a single national access point to local resources for those seeking help for a gambling problem. The network consists of 28 contact centers that provide resources and referrals for all 50 states and US territories. Help is available 24/7 and is 100% confidential. National Problem Gambling Helpline: 1-800-GAMBLER or online at


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