Sky Bet, Paddy Power and Betfair are all owned by sports and gambling conglomerate Flutter Entertainment. However, you would not have been able to tell this previously. This is different now, though.
We have to go back to 2020 for this, and maybe a little before then to describe the situation really. However, for most in the UK, Paddy Power, Betfair and Sky Bet are three of the biggest bookmakers on the market.
The first two partnered in 2016 to form Flutter Entertainment, and then, in 2020, the company brought Sky Bet (under the Stars Group label). This forms quite a big control of the market, and hence Flutter is now listed on the New York and London Stock Exchanges.
Despite this merging, the two have been run very differently in recent years. Well, we say this, Paddy Power and Betfair have had noticeable similarities, in odds, markets, prices and much more. However, Sky Bet remained very much its own entity.
That is, until recently. As of June 2025, customers have begun to notice that there have been differences in the Sky Bet product, thanks to an update rolled out to 'improve user access'. As seen below, the profile and payment areas now look exactly the same, for example.
Elsewhere, the odds now look pretty similar across the trio, whilst before there were pretty sizable differences in the betting margins offered by both. SkyBet floated around the 6% mark, whilst Betfair and Paddy Power are close to the 10% range.
Finally, some markets have been changed or removed entirely, which some users have complained about on social media. This is a worrying sign, considering the number of good markets Sky Bet had available.
So, what does this mean for anyone who uses Sky or the other Flutter brands?
Well, we would not expect the brand to completely stop with its own promotions. After all, each needs a selling point as sister sites offering the exact same product will certainly struggle.
However, with the features and markets changing a little bit more towards the Flutter brands, it would not be a surprise if Sky Bet did streamline a little more towards the model of the other two.
Ben is an accredited football journalist who follows anything from League One to Serie A, also working for the likes of SempreMilan and Total Italian Football. As an avid punter, he has become the master tester at BettingLounge, refusing to take bookies by their words when it comes to withdrawal times and much more.