What Flutter looks for in the next big betting startup, and what they’ve learned from nearly 100 pitch decks

Affiliate marketing is entering a new era—and Flutter is partnering with startups to help shape what comes next.

With traditional acquisition models under pressure and consumer expectations evolving, Flutter launched Affiliate Draft 2025 through its startup partnership arm, Alpha Hub. The program is designed to empower and accelerate ambitious startups by providing them with access to Flutter’s ecosystem, including prominent brands such as FanDuel, Sky Bet and Paddy Power.

This year’s program zeroes in on three key areas: social and community-driven betting, API-first integration, and free-to-play gaming mechanics. Flutter is particularly interested in startups that can drive long-term retention, personalize the betting journey, and tap into emerging behaviors—whether through influencer-led content, embedded tools, or gamified experiences—all while upholding the high standards of user safety and responsible gambling.

But what actually makes a company stand out? We spoke to Daniel Wyles, who leads Flutter’s Alpha Hub program, to get a look behind the selection process and a clearer view of what they’re looking for.

“The most successful applicants come to us with exceptionally clear and opportunity-specific pitches,” Wyles told BettingStartups. “They don’t just outline the problem and their solution—they map out exactly what a partnership with Flutter would look like. From pilot and scaling, to where our internal experts can roll up their sleeves and help to accelerate progress.”

The judging panel evaluates startups based on seven key criteria—from technical credibility and product innovation to growth potential and alignment with Flutter’s wider ecosystem. That means showing evidence of user traction, a clear problem-solution fit, and a compelling case for why Flutter’s involvement could meaningfully accelerate your business. Above all else, every startup is evaluated against Flutter’s Play Well strategy to ensure users remain empowered with the latest safer gambling tools.

Flutter expects the products of the future will combine AI personalization with a sticky community—and after reviewing nearly 100 affiliate startup pitches, here’s what they think are the next big affiliate tech frontiers and consumer behavior shifts set to reshape the industry—and why:

AI-driven experiences: Predictive models, generative content, and personalized UX are making affiliate platforms safer and smarter. Wyles says AI-driven personalization is delivering up to 40% higher engagement than traditional static content in other sectors, and the real-money gaming industry has a big opportunity to lean in.

F2P game sportsbook integrations: The most effective free-to-play products blend simple mechanics with deep progression (think: predictor tools, virtual currencies, and gamified loyalty). Top titles with sophisticated progression mechanics can hit 10–20%+ conversion rates from casual to real-money players.

Mobile is the new baseline: With 75% of wagers now placed on mobile, affiliates are shifting to app-native tools like bet builders and AR overlays for live sport viewing. The winner will meet bettors where they are: on their phones and in the moment.

Community as a differentiator: Platforms that turn users into contributors (via social features, gamification, or influencer integrations) consistently outperform those that rely solely on traffic arbitrage.

Finalists will travel to Dublin this October for an in-person pitch to Flutter leadership. Selected teams will unlock access to real-world pilots, direct support from product and affiliate teams, and potential commercial partnerships across Flutter’s global brand portfolio.

“What’s really stood out to me is how our evaluation priorities shift throughout the process,” Wyles added. “Early rounds are laser-focused on problem/solution fit. As we interview shortlisted companies, the focus really turns to the team—their chemistry, their ability to take on feedback, and their hunger to always learn more. As we get closer to the final pitch event, it becomes much more hands on. We work closely with the finalists to help them shape and sharpen pilot proposals, and the conversation becomes highly practical and execution-focused.”

Startups interested in applying to  Affiliate Draft 2025 can submit their application by August 30—apply now.

Wyles added that the Alpha Hub team is always happy to offer advice on what to tighten up at each stage, and said founders can reach out for more guidance.