In the world of wagering, few names carry as much weight as Flutter Entertainment. Before Flutter, there was Paddy Power. Under Patrick Kennedy, Paddy Power became a major player in global wagering. A pivotal move was the acquisition of Australian operator Sportsbet, which set the blueprint for future international success. In 2016, Breon Corcoran led a £5.7B merger, creating Paddy Power Betfair, which laid the foundation for Flutter’s future dominance. In 2018, Peter Jackson took over as CEO, with the 2019 rebrand to Flutter Entertainment signalling ambitions far beyond a name change. Today, the ‘Flutter Edge’ - a combination of scale, product, technology, and expertise - continues to position the company as the dominant force in global wagering.
Data hasn't always been as central to sport and wagering as it is today. Michael Lewis’s book Moneyball, popularised data’s role in sport. As the internet grew, companies like Sportradar and Genius Sports emerged. Today, data companies drive everything from broadcasts and advertising to fantasy sports, wagering and league operations. AI and machine learning continue to unlock new opportunities for fan engagement, especially in the wagering industry. Racing & Sports, with whom Waterhouse VC has entered into a strategic partnership, is now poised to lead the transformation of racing.
Becoming the dominant force early in an industry can lead to significant competitive advantages, brand recognition, and customer loyalty. In the UK, Ladbrokes and William Hill emerged as the market leaders amongst a wide field of operators. By 1999, at the dawn of the internet era, there were 8,500 UK betting shops. The internet changed the way people ‘shop’ for bets, leading to a steady decline in high street betting shops. In their place, technology-lead operators like Flutter and Bet365 emerged.
The fund started on 19 August 2019 and is approaching its 5 year anniversary. The fund returned +53.3% for the 2024 financial year and generated a positive return in 8 of the last 12 months. Two businesses in particular, Project Tennis and Saintly, contributed significantly to the fund's performance. As the fund matures, deal flow has accelerated, particularly in professional betting syndicates.
Personality based marketing is something we are familiar with at TomWaterhouse.com. It's much easier to love, or hate, a real person rather than a faceless corporation. This strategy has been similarly employed by Dave Portnoy, “El Presidente” of Barstool Sports to grow a huge audience. Now, after being acquired by Penn National Gaming, Barstool is converting these fans into online betting customers and revenue very successfully.
Speaking exclusively to SBC News, Waterhouse discussed his extensive experience within the wagering and gaming industry, before highlighting ways in which Waterhouse VC is helping businesses ‘dominate their niche’ and explaining why he’s most excited about the continued growth of the US market and the emergence of gambling in the Metaverse.
We believe Flutter Entertainment is the highest quality global wagering operator, with a compelling valuation and long runway for international growth. Their U.S. brand FanDuel has strengthened market share, which is critical in an industry where marketing costs and taxes will put pressure on the smaller operators.
XLMedia is an online gambling affiliate marketing company, acting as an outsourced customer acquisition channel. Similar to Tripadvisor’s offering to travel operators, XLMedia’s primary purpose is to attract and engage a fragmented customer base of punters and connect them to the products and services of gambling operators.
