Affiliate Draft 2025 is an accelerator initiative supported by Flutter Entertainment’s Alpha Hub, designed to highlight and collaborate with startups developing innovative solutions in the affiliate and gaming ecosystem. The programme seeks companies with technologies that can drive community engagement, streamline integration, and create new gaming experiences, while aligning with industry shifts and regulatory considerations.
Programme Overview
- Organiser: Alpha Hub, part of Flutter Entertainment plc
- Programme Focus: Innovation in affiliate marketing and gaming
- Application Deadline: 30 August 2025
- Pitch Event: 22–23 October 2025 (provisionally in Dublin, Ireland)
- Partners: Bettingstartups.com, Bettor Capital, iGaming Ideas, Full Court Capital, and Nava
The initiative responds to ongoing industry challenges such as heavy reliance on paid advertising, lack of differentiation, and regulatory pressures shifting models toward free-to-play. Startups are invited to propose solutions that address retention, user value, and community engagement.
Key Themes
Social & Community Betting
Startups are encouraged to create platforms that mirror the social aspects of sports fandom. The programme highlights opportunities in:
- Micro-influencer networks focused on specific sports or teams
- Copy trading mechanisms with transparency in performance and risk
- Gamification tools such as leaderboards, tournaments, and challenges
- Strong integration of responsible gambling practices
Integration
This track seeks API-first utilities that transform passive media into interactive betting experiences. Key features include:
- Low-latency API integration with robust reliability
- Personalised experiences based on user interests and activity
- Real-time data with intuitive onboarding and UX
- Proven user acquisition and retention funnels
Gaming
The focus here is on free-to-play games that foster loyalty and convert casual players. Desired elements include:
- Simple, sports-themed gameplay with free and paid modes
- Progression systems with badges, rewards, and leaderboards
- Blended pre-event and live gaming experiences
- Adaptive difficulty tuned to player behaviour
A wildcard category is also open to startups with innovative approaches that fall outside these themes.
Timeline of Key Dates
- 30 August 2025: Application Deadline
- 26 September 2025: Selection Announcement
- 22–23 October 2025: Pitch Day (Dublin, Ireland – provisional)
Benefits for Selected Startups
- Industry Access & Mentorship: Direct collaboration with Flutter’s affiliate and product teams
- Real-World Testing: Opportunities to pilot solutions with Flutter’s global user base
- Visibility: Exposure through industry connections and partner networks
- Commercial Opportunities: Potential for exclusive partnerships with Flutter Entertainment
Application Process
Applicants are asked to provide:
- An overview of the startup and its team
- Alignment with programme themes
- Evidence of funding, traction, or partnerships
- Vision for transforming affiliate marketing
- Demonstrations or proof of concept
Submissions will be reviewed by a panel of experts from Flutter’s affiliate and product divisions.
FAQs at a Glance
- Startup Stage: Open to early-stage and scaling companies with demos and traction preferred
- Cost: Free participation; travel for finalists covered (1–2 team members)
- Technology Preference: None specified; focus on scalability, compliance, and problem fit
- Geographic Eligibility: Global applicants welcome, with priority on scalability to UK and US markets
- Compliance Focus: Strong frameworks required, including geo-location, age verification, and responsible gambling safeguards
Affiliate Draft 2025 represents a platform for startups to present innovative solutions shaping the future of affiliate marketing in sports betting. With its focus on community engagement, seamless integration, and gamified experiences, the programme provides opportunities for global innovators to gain exposure, test their ideas, and explore commercial partnerships within Flutter Entertainment’s ecosystem.