Flutter Entertainment’s UK and Ireland division, which includes brands like Sky Betting and Gaming, Paddy Power, and Betfair, has launched the Gaming Innovators competition as part of its Alpha Hub programme. The initiative aims to tap into the growing female customer base in the region by inviting startups to propose innovative ideas for a female-focused gaming product.

Recent research has highlighted the need to better cater to female gamers and engage them through social circles. Startups are encouraged to create digital entertainment solutions that go beyond traditional gaming and provide an environment where female customers can unwind, have fun, and relax.

The competition also allows for a wildcard option, where startups presenting innovative solutions that may not align precisely with the initial brief can still participate.

The winning startup will receive significant benefits, including a commercial partnership with Flutter to launch and scale its solution in the UK and Ireland. They will also have the opportunity to showcase their business during a demo day, gaining exposure to investors, technology experts, and leaders within the Flutter network.

Steve Birch, CCO at Sky Betting & Gaming, expressed excitement about the opportunity and the potential for innovative startups to fill the gap in the market.

Applications for the Gaming Innovators competition are currently open, and the closing date is set for 15 March 2024.

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