Flutter's newest market gets the Flutter Edge playbook
For Betnacional, the World Cup caps nine months of work to bring the advantages of the Flutter Edge to Brazil, as part of a well-honed playbook aimed at engaging its soccer obsessed fans.
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Brazil – whose men’s team has won the World Cup five times – remains one of soccer’s spiritual homes, where the sport occupies a unique place in national culture. It’s said that around 70% of the country’s 210m population follow the sport and that passion will be on display again tonight when Brazil face Scotland in a crucial game for both countries.
While the match will resonate strongly with Scottish supporters betting through Flutter’s UK brands, it also highlights the scale of Flutter's presence in soccer’s most successful nation. For Betnacional, the tournament's impact is easy to quantify. Though World Cup matches make up less than 0.1% of the events on its sportsbook this year, "they are expected to account for a substantial part of our sportsbook momentum in 2026. Brazil games are big, big moments for us," says John Carroll, Chief Commercial Officer of Flutter Brazil, who previously spent fourteen years in sports and trading roles within Flutter UK and Ireland.
Soccer currently generates a large part of Betnacional's sportsbook revenue and momentum is already visible. As outlined in Flutter’s Q1 Earnings in May, Betnacional's average monthly player base grew by more than 40% year-over-year, as Flutter invested in product enhancements, trading capabilities and customer acquisition ahead of the tournament. "This is the coming together of a huge amount of work, scaling teams and improving the sportsbook and generosity offers, and it all culminates at the World Cup," Carroll says.
Pacey platform integration
Betnacional exemplifies the Flutter Edge in action, pairing the Group's technology, expertise and scale with local knowledge and reputation. Flutter became a market leader in the US, Italy and Australia by acquiring trusted local brands and combining them with global capabilities. It is now repeating that playbook in Brazil.
When Flutter acquired Betnacional, its sportsbook ran on third-party trading technology, so Carroll set an ambitious target: move onto Flutter's main risk and trading platform before the World Cup kicked off, in what would become the fastest such integration achieved by any brand within the Group. This new platform brings deeper markets, fewer and shorter in-play suspensions, faster bet placement and a stronger Bet Builder experience. Player markets are a major driver of Bet Builder activity across Flutter's established markets. The Group's UK and Ireland brands were first to offer bets on player fouls, which became the most popular player market in bet builder. "What we see today on Betnacional, in terms of the mix of bet builder and player markets, represents a real opportunity for growth," according to Carroll.
Betnacional's World Cup pricing is compiled by Flutter's UK and Ireland soccer trading team, but a tournament being followed by millions globally is being supported by specialist teams across several Flutter hubs, including São Paulo, combining local market understanding with some of the most experienced soccer trading operations in the industry. "We want to invest in local talent in Brazil," Carroll says.
Scaling in a regulated market
Betting has been permitted in Brazil since 2018 but regulated only since 2025, with around 80 licenses granted to operators. That history splits Betnacional's audience in two. Existing bettors judge operators on product quality, breadth of markets, odds and generosity. Newer customers care most about trust.
That means, Carroll says, "trusting us as an operator, trusting us with their details, with their deposits, trusting that they will be paid quickly when they win and want to withdraw." While unlicensed operators still account for a significant share of gambling spend, trust and product quality are the levers Betnacional controls directly.
Carroll will judge the tournament on customer measures as much as turnover, including net promoter score through the platform transition. The aim, he says, is to give customers "a reason to connect with the brand and to be with us throughout the World Cup and beyond."
For Flutter, the tournament represents more than a short-term opportunity. Now we can unlock the benefits of the Flutter Edge, Flutter can accelerate growth in one of soccer’s biggest markets, combining local trust and talent, with global expertise. From technology and trading to product innovation and responsible gambling, Betnacional's World Cup proposition reflects the best of what Flutter has built across its global portfolio, adapted for the world's most passionate soccer fans.
"This is the coming together of a huge amount of work, scaling teams and improving the sportsbook and generosity offers, and it all culminates at the World Cup."
