Mini-Movie Marketing Tactics Spark Flutter Entertainment’s Shift to the NYSE

Irish bookmaker Paddy Power’s cheeky humor and bold marketing tactics have helped the company become one of the biggest iGaming brands in the world.

The company’s rise up the ranks in the industry was recently cemented when it secured a secondary listing on the New York Stock Exchange earlier this year.

Paddy Power is an established leader in the competitive online gambling market, and a key ingredient in the company’s success story and brand recognition has been the strategic use of mini-movies as a marketing tool.

Before their foray into mini-films, Paddy Power relied heavily on traditional advertising such as billboards and print adverts, often featuring their signature blend of wit and irreverence.

While these campaigns garnered plenty of attention, the company needed a way to connect with a younger, more online-savvy audience.

Paddy Power recognised the power of storytelling and the increasing popularity of online video content. They began creating short, humorous films that showcased their brand personality in a way that resonated with their target audience.

These mini-films tackled a variety of themes, often mocking current events, cultural phenomena or poking fun at the world of sports aiming to entertain and engage the audience while subtly promoting their products and services.

One of Paddy Power’s most outrageous campaigns saw them capitalise on the much-publicised rift between Manchester United legend Ryan Giggs and his brother Rhodri.

In a hilarious twist, Rhodri became the face of Paddy Power’s loyalty program, poking fun at the very public family drama.

Never one to shy away from topical issues, Paddy Power also seized upon the simmering tensions surrounding Brexit.

Dublin billboards were plastered with taunting messages aimed at English rugby fans ahead of the 2019 Six Nations clash with Ireland.

Adding fuel to the fire, they even set up a mock passport office, capitalising on the surge of United Kingdom (UK) citizens seeking Irish passports to retain access to the European Union (EU).

Paddy Power’s marketing genius lies in their ability to blend humour, relevance and attention-grabbing tactics. By tapping into trending topics, they create content that resonates with a broad audience.

Their short, often hilarious mini-films or short movies are a prime example. One such film playfully poked fun at a football fanbase known for their intense rivalry with a neighbouring club.

Thanks to their short movies, Paddy Power’s popularity across Ireland and beyond skyrocketed, and it wasn’t long until a merger with British rival Betfair took centre stage.

Paddy Power and Betfair joined forces in a landmark merger in September 2015, but the deal wasn’t finalised until February 2016, creating a new entity named “Paddy Power Betfair” with a unique ownership structure.

This strategic move wasn’t the only one on the horizon. Sensing the potential of the American market, particularly after the overturning of a federal ban on sports betting, Paddy Power Betfair set its sights on the United States in 2018.

They targeted FanDuel, one of the leading daily fantasy sports operators in the US. Through a strategic acquisition valued at $158 million, Paddy Power Betfair merged its existing US operations with FanDuel, forming the powerhouse known as FanDuel Group.

In February 2019, they acquired a controlling stake in Adjarabet, a prominent player in the Georgian gambling industry. This move further solidified their position as a global leader in online gaming.

Paddy Power Betfair underwent yet another significant transformation a month later, announcing a company-wide rebranding under a new moniker – Flutter Entertainment.

The company cited their expanding portfolio of consumer brands as the driving force behind the change. In May 2019, shareholders overwhelmingly approved the adoption of ‘Flutter Entertainment plc’ as the company banner.

The move streamlined their brand identity while allowing established subsidiaries like US-based FanDuel and Australia-based Sportsbet to retain their well-recognised names.

Flutter’s initial public journey began on the London Stock Exchange (LSE) with the ticker symbol ‘FLTR’ but retained its secondary stock listing on Ireland’s main stock exchange Euronext Dublin.

However, recognising the potential of the US market, they secured a secondary listing on the prestigious NYSE in January 2024. This dual listing strategy allows them to tap into both European and American investor pools.

The news of Flutter’s NYSE debut sent a wave of excitement through the Irish gaming market, and the Irish gambling company is already attracting plenty of interest, with its stock up by 0.7% at the start of April.

Top Irish casino sites such as Slotbox, Dublinbet, High Roller and Quickwin stand to benefit significantly from the increased exposure and association with a globally recognised brand like Flutter.

The company’s success story is likely to attract a wider audience of American bettors to these Irish casino platforms. However, Flutter’s ambitions extend beyond simply raising its profile. The Irish company plans to shift its primary trading venue from London to New York by the end of May.

This bold move is designed to attract US retail investors and potentially pave the way for inclusion in the coveted S&P 500 index.

This shift is likely to raise eyebrows within the industry, but it underscores Flutter’s commitment to the lucrative American market.

Flutter intends to leverage its established US brand, FanDuel, and convert its loyal American customer base into shareholders.

Furthermore, a central US location for trading would streamline operations and position Flutter for long-term growth within the American market.