Flutter’s PokerStars brand is making strides in the sports betting market, having launched a new peer-to-peer online betting exchange called PokerStars Exchange.

Available via its .com and .EU domains, the PokerStars Exchange lets bettors buy and sell wagers with other users internationally and includes access to a range of markets, offering players entry to the same global liquidity pool as fellow Flutter operator the Betfair Exchange.

PokerStars says the exchange will provide better odds on sports games for its patrons due to bets being placed directly against other users, as well as access to greater markets and a consistent stream of customers to wager against thanks to the Betfair shared liquidity. Available to international customers via the PokerStars Sport tab in a range of territories, the product also offers its users the ability to enter their own odds and lay betting opportunities.

The company claims that 70 per cent of current sports bettors indicate they would take advantage of a betting exchange on PokerStars.

“We’re always looking at ways to bring PokerStars players something new, and to be able to do that in collaboration with our colleagues over at the world’s largest betting exchange is a huge privilege,” said Richard Garrod, Director of Product at PokerStars. “Our research suggests that our customers would welcome the addition of an exchange product, with 70 per cent of current sports bettors saying they want to get involved.”

“The PokerStars Exchange gives our players access to a brand-new sports betting experience alongside a global community of sports fans, with all the convenience of a single account and wallet. After months of hard work and execution, we’re thrilled to offer PokerStars players this addition to the PokerStars portfolio.”

This is Flutter’s latest move that speaks to their clear ambitions in the North American market.

PokerStars, along with fellow Flutter brand FanDuel, recently struck an extensive partnership with Maple Leaf Sports & Entertainment (MLSE), the owner of the Toronto Raptors, Toronto Maple Leafs, Toronto FC, and Toronto Argonauts sports franchises. FanDuel is now the official sports betting partner of MLSE, while PokerStars is an official gaming partner of the company. The two brands will be featured prominently throughout Maple Leafs and Raptors games, including rink-board and on-court signage.

FanDuel has also become an official partner of the NHL in Canada, as well as leading Canadian sports broadcast network TSN.

PokerStars has longstanding historical roots in Canada, having been owned by Toronto-headquartered gaming company The Stars Group Inc. until its acquisition by Irish company Flutter in 2020.