Flutter UKI has launched a search for a ‘high potential’ startup to help serve its female customer base across the UK and Ireland.

Part of the Alpha Hub programme, Flutter’s endeavour will see its flagship brands Sky Betting and Gaming, Paddy Power, and Betfair try to capitalise on recent data suggesting that female players are a promising demographic for long-term investments.

The startup will help develop ideas and formulate products that better reflect the playstyle of the female demographic, emphasising on attracting customers through social and community gaming.

Steve Birch, Chief Commercial Officer 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.”