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.
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.
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.
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'.
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.
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.
4 Wellington Place
Leeds
West 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.
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.
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.
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.
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.
As of April 2025, Sky Betting & Gaming' leadership includes:
Sky Betting & Gaming has been backed by several prominent investors over the years, including:
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.
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, 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
Flutter Entertainment plc • March 26, 2024
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 News • November 14, 2023
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 Sports • October 5, 2023
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
See where a company’s workforce is located, by country or region.
View past and recent funding rounds with amounts and investors.
Understand company revenue estimates and financial scale.
Track active roles and hiring trends to spot growth signals.
Discover what a company offers—products, platforms, and solutions.
Get the company’s official SIC and NAICS classifications.
Analyze visitor volume, engagement, and top traffic sources.
Explore LinkedIn, Twitter, and other active social profiles.
Identify top competitors based on similar business traits.
Explore companies in depth — from the tech they use to recent funding, hiring trends, and buyer signals — all in one powerful view.
Highperformr AI helps you surface the right accounts and enrich your CRM with verified company and contact insights, so your teams can prioritize and engage faster.
Thousands of companies, including Sky Betting & Gaming, are just a search away.