Flutter Entertainment Completes Snaitech Integration as Italian Market Share Climbs to 29%
Flutter Entertainment has finalized the operational integration of Snaitech into its International division, with combined Italian online market share reaching 29% in September. The milestone caps an 18-month technical migration that unified sportsbook platforms across Sisal and Snai brands.
Flutter Entertainment confirmed on Wednesday that it has completed the full operational and technical integration of Snaitech, acquired from Playtech in 2024, into its International business unit. The Dublin-headquartered group reported that combined Italian online gross gaming revenue across its Sisal, Snai, and PokerStars brands reached a 29% market share in September 2026, overtaking Lottomatica for the first time since the latter's merger with SKS365.
The integration involved migrating Snai's retail sportsbook pricing engine onto Flutter's proprietary FanDuel Group trading platform, while retaining Snai's established Italian brand identity and its network of approximately 1,600 licensed betting shops. Chief Executive Peter Jackson told analysts on a brief market update call that synergy run-rates have exceeded initial guidance, with Flutter now expecting €95 million in annual cost savings by the end of 2027, compared to the €70 million target set at acquisition.
Italy has become Flutter's second-largest regulated market by revenue outside the United States, generating an estimated €1.3 billion in net gaming revenue during the first nine months of 2026. The group attributed recent share gains to the rollout of unified live-streaming infrastructure across Snai and Sisal apps, along with the launch of a shared loyalty programme in July. ADM data cited in the update showed Italian online sports betting turnover rose 11.4% year-on-year in Q3, with casino verticals growing 14.2%.
Attention now shifts to Flutter's Capital Markets Day scheduled for 12 November in New York, where management is expected to update investors on capital allocation priorities, including the potential redeployment of Italian cash flows into Brazilian and Latin American expansion. Analysts at Jefferies noted that Flutter's Italian scale could serve as a template for forthcoming consolidation in Spain and Portugal, where the group has signalled interest in bolt-on acquisitions through 2027.