Flutter Entertainment's UK and Ireland division – encompassing brands like Sky Betting and Gaming, Paddy Power and Betfair – has announced an initiative aimed at tapping into the rapidly growing female customer base in the UK and Ireland. 

The Gaming Innovators competition, a part of Flutter's Alpha Hub programme, invites startups to propose innovative ideas for a female-focused gaming product tailored to the unique playstyle and preferences of women in the region.

Recent research has highlighted an opportunity to better cater to female gamers, emphasising the importance of engaging them through social circles. As such, startups are encouraged to devise digital entertainment solutions that go beyond traditional gaming, focusing on creating an environment where female customers can unwind, have fun and relax.

The competition also recognises the diversity of potential ideas, introducing a 'wildcard option' for startups presenting innovative solutions that may not align precisely with the initial brief.

The winning startup stands to gain significant benefits, including a commercial partnership with Flutter to launch and scale its solution in the UK and Ireland. 

Additionally, the winning company will have the opportunity to showcase its business during a demo day, gaining exposure to investors, technology experts and leaders within the Flutter network. 

Steve Birch, CCO at Sky Betting & Gaming, commented: "We see this as a really exciting gap in the market, and we’re looking forward to finding and partnering with innovative startups through the Alpha Hub program to seize this opportunity."

Applications for the Gaming Innovators competition are currently open, with a closing date set for 15 March 2024.