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Sky Betting & Gaming's Overview

Total employees914
HeadquartersLeeds
Founded

Sky Betting & Gaming (SBG) is a prominent British-based technology company focused on online gambling. It operates popular brands including Sky Bet, Sky Vegas, Sky Casino, Sky Poker, and Sky Bingo. Originally part of Sky plc, SBG was acquired by The Stars Group in 2018, which was subsequently acquired by Flutter Entertainment in 2020, making SBG a key component of Flutter's UK & Ireland division. SBG is known for its strong brand recognition, innovative products like 'RequestABet' and 'Group Bets', and its significant presence in the UK sports betting and gaming market. The company emphasizes a mobile-first approach and responsible gaming.

Where is Sky Betting & Gaming's Headquarters?

Sky Betting & Gaming officeSky Betting & Gaming officeSky Betting & Gaming officeSky Betting & Gaming office
*Images sourced via web search. Rights belong to original owners

HQ Function

Serves as the primary operational and technology hub for Sky Betting & Gaming. Key functions include product development, software engineering, marketing, data analytics, customer operations, and corporate leadership for the SBG brands.

Notable Features:

Modern, BREEAM Excellent rated office space within the Wellington Place urban regeneration development. Features an open-plan design, advanced technology infrastructure, collaborative workspaces, an impressive atrium for events, and on-site amenities such as a gym, cafes, and relaxation areas.

Work Culture:

Known for a fast-paced, innovative, and collaborative tech-driven culture. Emphasizes agile methodologies, continuous learning, employee well-being, and a strong sense of teamwork. Often described as dynamic and engaging, with a focus on 'making betting and gaming better'.

HQ Significance:

The Leeds HQ is strategically important due to the city's growing status as a digital and tech hub, providing access to a skilled talent pool. It represents a major investment in providing a world-class working environment and is central to SBG's operations and identity.

Values Reflected in HQ: The HQ reflects values such as innovation (state-of-the-art tech and facilities), collaboration (open and shared spaces), employee focus (high-quality amenities and environment), and ambition (a flagship building for a market leader).

Location:

While Sky Betting & Gaming's primary market focus is the United Kingdom, it operates as a key part of Flutter Entertainment, a global leader in online sports betting and gaming. Flutter has a diverse portfolio of brands and operations in over 20 regulated markets worldwide, including Europe, Australia, and the Americas. SBG's technology, expertise, and talent contribute to Flutter's global capabilities in areas such as platform development, digital marketing, data analytics, and responsible gaming initiatives. This global network allows for shared learnings, technological advancements, and operational efficiencies across the group.

Street Address:

4 Wellington Place

City:

Leeds

State/Province:

West Yorkshire

Country:

United Kingdom

Sky Betting & Gaming's Global Presence

Sheffield, South Yorkshire, United Kingdom

Address: Electric Works, Sheffield Digital Campus, Sheffield, S1 2BJ

Leverages Sheffield's strong tech talent pool and academic connections to drive technological advancements for the company's betting and gaming products.

Solihull, West Midlands, United Kingdom

Address: Fore 2, Fore Business Park, Stratford Road, Solihull, B90 4PZ

Provides key operational support and access to a diverse talent pool in the Midlands region for Flutter's UK operations.

London, United Kingdom

Address: Waterside House, Smiths Square, Hammersmith, London, W6 8HP, UK (Flutter Entertainment Office)

Facilitates group-wide strategic initiatives, corporate affairs, and access to London's global talent pool and business networks for Flutter Entertainment, benefiting SBG.

Rome, Italy

Address: Via Campania, 59/C, 00187 Roma RM, Italy (Flutter Entertainment Office)

Supports and grows Flutter's market share in Italy, ensuring tailored product offerings and compliance with local gaming regulations.

Buying Intent Signals for Sky Betting & Gaming

Highperformr Signals uncover buying intent and give you clear insights to target the right accounts at the right time — helping your sales, marketing, and GTM teams close more deals, faster.

Notable news
Hiring actively
Corporate Finance
Corporate Finance
Corporate Finance
Corporate Finance
Corporate Finance
*Example signal, not calculated in real time

Executive Team of Sky Betting & Gaming

As of April 2025, Sky Betting & Gaming' leadership includes:

Ian Brown - Chief Executive Officer, Flutter UK & Ireland
Steve Birch - Chief Commercial Officer, Flutter UK & Ireland
Peter Jackson - Chief Executive Officer, Flutter Entertainment
Paul Edgecliffe-Johnson - Chief Financial Officer, Flutter Entertainment
Pádraig Ó Ríordáin - Chief Legal Officer & Commercial Director, Flutter Entertainment

Investors of Sky Betting & Gaming

Sky Betting & Gaming has been backed by several prominent investors over the years, including:

Flutter Entertainment plc (Owner)

Executive New Hires/Exits in the Last 12 Months

Hire1
Exits1

The leadership for Sky Betting & Gaming, as part of Flutter's UK & Ireland division, saw a key transition in the past year with the appointment of Ian Brown as CEO for the division. Additionally, Steve Birch was promoted to Chief Commercial Officer for Flutter UK & Ireland, reflecting strategic internal advancements.

Departures

Conor Grant, Conor Grant departed from his role as CEO of Flutter UK & Ireland.

New Appointments:

Ian Brown, Ian Brown appointed as the new CEO for Flutter's UK & Ireland division, which includes Sky Betting & Gaming.
Steve Birch, Steve Birch was promoted from CCO of Sky Betting & Gaming to CCO for the entire Flutter UK & Ireland division.

Technology (Tech Stack) used by Sky Betting & Gaming

Discover the tools Sky Betting & Gaming uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.

Sky Betting & Gaming Email Formats and Examples

Sky Betting & Gaming, as part of Flutter Entertainment, likely utilizes standardized corporate email formats. The most common format is typically a combination of the employee's first and last name. Emails could be associated with the @skybettingandgaming.com domain or, increasingly, the @flutter.com domain for group-level roles or newer employees.

firstname.lastname@skybettingandgaming.com

Format

jane.doe@skybettingandgaming.com

Example

75%

Success rate

News and media

Flutter Entertainment plcMarch 26, 2024

Sky Betting & Gaming Contributes to Strong Flutter UK & Ireland Performance in FY23

Flutter Entertainment's full-year 2023 results highlighted the continued strong performance of its UK & Ireland division, with Sky Betting & Gaming playing a key role. The division saw revenue growth driven by product enhancements and effective customer engagement strategies, with SBG's 'Bet Builders' and gaming offerings remaining popular....more

SBC NewsNovember 14, 2023

Flutter UK & Ireland enhances affordability 'Triple Step' ahead of White Paper reforms

Flutter Entertainment, parent company of Sky Betting & Gaming, announced enhancements to its 'Affordability Triple Step' framework across its UK & Ireland brands. This proactive measure aims to strengthen player protection by applying financial vulnerability checks and deposit limits earlier in the customer journey, ahead of anticipated regulatory changes from the UK Gambling Act review....more

Sky SportsOctober 5, 2023

Sky Bet and EFL launch new initiative to help fans understand problem gambling

Sky Bet and the English Football League (EFL) have launched a new campaign, 'Talk To Us', designed to help football fans understand problem gambling and the support available. The initiative includes stadium advertising, programme content, and digital resources, emphasizing responsible gambling messaging and signposting to support services....more

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