Flutter UK & Ireland has launched a competition to find a new partner to launch a female-focused gaming startup.

The winning company will work with Sky Betting and Gaming, Paddy Power and Betfair.

The competition was launched through Flutter’s Alpha Hub program, which enables Flutter’s brands to collaborate with startups. Applications are open now and close on March 15, 2024.

The winning startup must submit product ideas that address the way women participate in gambling. Flutter cited social and community gaming as an example in its call for proposals. The competition also includes a wildcard option where startups can submit ideas that do not fully match the brief.

The selected startup will be supported to launch their product across the UK and Ireland. There is also the option to establish a business relationship with Flutter.

“We see this as a really exciting gap in the market and look forward to finding and working with innovative start-ups through the Alpha Hub program to capitalize on this opportunity,” said Steve Birch, Chief Commercial Officer at Sky Betting and Gaming .

The announcement of the competition will be made after the launch on the NYSE

The announcement of the startup competition comes a few days after Flutter launched on the New York Stock Exchange (NYSE). The launch took place on January 29th and Flutter began trading under the ticker symbol FLUT.

This was just the thing, as in December Flutter said it would work to list its shares on the NYSE by January 29, 2024. Flutter exited Euronext Dublin ahead of the listing.

Ed Birkin, senior analyst at H2 Gambling Capital, told iGB that this is a rational move for Flutter, which will already have interested investors.

“While Flutter is not a pure online investment in the US, it has a significant market presence that is likely to be of real interest to investors,” Birkin noted.