Snai, formerly Playtech’s flagship B2C asset, will now operate under Flutter’s Southern Europe and Africa division within its International arm.
Flutter Entertainment has sealed its €2.3 billion takeover of Italian gaming operator Snai, a strategic move that strengthens the group’s position in one of Europe’s most lucrative regulated markets.
Snai, formerly Playtech’s flagship B2C asset, will now operate under Flutter’s Southern Europe and Africa division within its International arm. CEO Peter Jackson highlighted the acquisition as a milestone in Flutter’s omnichannel expansion.
“Snai’s significant omnichannel presence brings strategically important assets to enhance Flutter’s position in Italy,” Jackson said.
He added:
“The transaction fits perfectly with our strategy for value creating M&A and is expected to bring about significant growth opportunities for Snai by providing access to Flutter’s market leading products and capabilities.”
With Italy’s tight restrictions on gambling advertising, Snai’s extensive retail network offers a vital edge. Flutter underlined the brand’s “strong” presence on the high street as a valuable workaround to promote its online offering, especially in a market where digital gambling penetration remains modest.
The group now expects to grow its share of Italy’s online gambling market to 30%, positioning Snai as a key growth engine in Flutter’s European strategy.