The betting giant, which owns Paddy Power, Betfair, FanDuel, Pokerstars, Sky Betting & Gaming and many other brands, has now chosen to join the association, placing particular emphasis on "fostering a stronger culture of safer gambling in Europe."

While plenty of Flutter's revenue now comes from the likes of the US and Australia, it remains a stalwart in Europe, especially in the UK market.

Pádraig Ó Ríordáin, Chief Legal Officer & Group Commercial Director, Flutter Entertainment, said: “Safer Gambling and sustainability are paramount to everything we do at Flutter, so joining the EGBA was a natural fit for us.

"We look forward to working with other members to ensure the online gambling sector within Europe is more united on our role and responsibilities."

EGBA has continually campaigned for the interests of gambling operators throughout the Covid-19 pandemic.

Secretary General Maarten Haijer was naturally keen to praise Flutter's decision to join the body. Landing an operator of this size is undoubtedly a significant coup for EGBA.

He explained: “We are very pleased Flutter has joined the EGBA family and welcome its commitment towards our ideals of sustainability and fostering a stronger culture of safer gambling in Europe. Flutter is a leading player in our sector, and its membership will enable us to strengthen our existing efforts to encourage and deepen industry cooperation and participation at European level.

"It’s the collective ambition of our members to be top of the class in terms of industry responsibility and Flutter’s membership strengthens our commitment and position. We are determined to ensure Europe’s
online gambling sector is more united and coordinated in its objectives and responsibilities, and we continue to invite Europe’s other reputable online gambling companies to join us in this mission."