Aligning products to the right audiences
Aligning products to the right audiences
Services:
CHALLENGE
Flutter wanted to replace Sisal’s existing poker provider with PokerStars’ platform in Italy, shifting PokerStars from a direct-to-player brand to a B2B platform partner. The challenge was to unlock the strength of both brands without diluting their equity, while addressing audience overlap, regulatory risk, player experience and long-term growth.
APPROACH
MTM drew on PokerStars’ long-running ATLAS brand and audience tracking programme, spanning 500,000+ gamblers across 18 markets. We combined brand equity modelling, audience analysis and strategic frameworks to assess the opportunity, identify cannibalisation risks and define how PokerStars and Sisal should work together across branding, product, positioning and go-to-market.
IMPACT
The research shaped the final proposition and created a repeatable B2B model for PokerStars. Within six months, Flutter’s Italian market share rose from 48% to 53%, Sisal’s Net Gaming Revenue grew 60%, and Sisal players contributed an additional 11% of cash game play. The framework is now informing future global partnerships.
This project was instrumental in demonstrating how we could effectively launch a B2B poker platform as a differentiated asset not a commodity. This insight methodology is now central to our global growth strategy for PokerStars, first within Flutter but also beyond.”
Nicola Carey
Global Brand Director, PokerStars
In focus at mtm
