The Stars Group (Amaya Gaming): a Poker Giant and B2B Provider

The company has been at the forefront of developing the world's largest thematic platform, PokerStars.

This manufacturer has effectively set the basic standards, including:

• extensive tournament series;
• high liquidity of players;
• a well-thought-out system of bonuses and VIP programs.

Aside from poker, the brand also covers other popular iGaming verticals, including the release of video slots and RNG cards, the organisation of live dealer entertainment, and betting.

The Stars Group ecosystem includes PokerStars, Full Tilt Poker, Stars Casino, and Stars Sports. This diversity allows for the successful development of a multi-vertical business model that combines poker, casino, and sportsbook within a single platform.

Following the legalisation of the online gambling industry in the United States, the company became one of the first international operators to return to the American segment. This helped speed up the growth of the legal niche and increase audience trust in licensed digital portals.

From Amaya to The Stars Group and Flutter Entertainment

Amaya Gaming Group was founded in Canada in 2004 as a technological enterprise.

The provider immediately began expanding its portfolio not only in an organic form but also through strategic acquisitions.

Large-Scale Mergers

In the early years, the most important ones included Chartwell Technology, CryptoLogic, and Ongame Network. They strengthened the manufacturer’s technological base and expanded its catalogue.

In June 2014, the company announced the acquisition of PokerStars and Full Tilt Poker from Rational Group for $4.9 billion. This was the largest deal in the online gambling industry at the time.

In August 2017, Amaya changed its name to The Stars Group. The rebranding reflected the developer's strategic transformation.

Merger with Flutter Entertainment

In October 2019, TSG agreed to merge with Flutter Entertainment that owns the Betfair, Paddy Power, and FanDuel brands.

The transaction was approved by shareholders and completed on May 5, 2020. TSG ceased to exist as a public company, and PokerStars and its other branches became part of Flutter Entertainment.

Stars Group Software Solutions and Gaming Brands

The enterprise is represented in key segments: poker, casino, and sports betting.

PokerStars

This is the flagship brand and one of the largest operators in the world. It offers flexible tournament formats and client solutions with cutting-edge functionality and high security.

The main components of the ecosystem include:

1. Software. PokerStars offers proprietary desktop, mobile (iOS/Android), and web products.
2. Game formats. These include daily freerolls, international series (SCOOP, WCOOP), and flexible options (Sit & Go).

The company is known for its elaborate tournament lobby system. It is supplemented by filters, schedules, and global series.

Stars Casino

The brand offers the following online content:

1. Digital slots. The vendor provides video slots with various themes and volatility.
2. Live solutions. Roulette, blackjack, baccarat, and other games with real croupiers are streamed 24/7 from professional studios.
3. RNG-based table products. These are traditional formats that work based on a certified RNG.

BetStars

This division is focused on sportsbook options. Before merging with Flutter Entertainment, it operated in leading regulated markets.

Key features of the ecosystem include:

1. Betting line. The enterprise covers a wide selection of pre-match events and disciplines (football, basketball, tennis, and eSports).
2. Live bids. The platform supports real-time wagering with professional reviews, comprehensive analytics, and dynamic odds.

B2C and B2B Support

While The Stars Group's main focus has always been on the Business-to-Consumer segment, the company also provides technological solutions for B2B partners.

Under the White Label agreement, entrepreneurs can order:

• a turnkey gambling platform;
• API integration of selected components (content, payment systems, CRM);
• customer management tools (KYC, limits, reporting, analytics).

Using the Stars infrastructure allows operators to launch iGaming brands faster, without technical difficulties and legal red tape.

Bonus Mechanics and Lobby

The Stars Group product line is supplemented by the following tools:

1. Incentives and promotions. These are gift codes, rakeback, deposit bonuses, and freerolls.
2. Rewards system and VIP levels. This includes loyalty points, privileges, and access to exclusive events.
3. Game lobby. It can be described as a single multilingual space with filters for entertainment and tournaments, personalised recommendations, and detailed analytics on key events.

The Stars Group Portal and Software Architecture

The enterprise offers a universal structure capable of serving millions of players worldwide. The solution is characterised by a modular architecture and a clear division of tasks.

Main Components of the System

Let us look at the elements of the proprietary platform:

1. PAM. It is responsible for registration, authentication, and storage of the clients’ profiles and statuses. The module supports KYC, age restrictions, limits, and other responsible gambling measures.
2. User interface. Key functions of the lobby include switching between poker, casino, and sports betting, sending personalised recommendations, and filtering by competitions and promotions.
3. Billing. The service supports fast deposits and payouts through financial aggregators.
4. Tournament engine. The module launches contests in poker and other games, manages the distribution of prizes, rakeback, and the player’s progress.
5. API. The protocol is responsible for delivering data on entertainment, competitions, state of tables, and results.

The Stars Group platform has a service-oriented architecture. This allows each component to perform its functions through standardised calls.

SOA provides fast communication between PAM, billing, tournaments, CRM, and the bonus system. Entrepreneurs can flexibly scale and update modules without interrupting system operations.

Infrastructure and Mobile Compatibility

The portal works based on distributed data centres, ensuring:

• high availability and fault tolerance;
• load balancing during peak periods;
• local points of presence to minimise delays.

The solution is supplemented by a cross-platform UI that dynamically adapts to screen sizes and input methods. Native apps can be used on both iOS and Android.

Integration with Third-Party Providers

After the merger with Flutter Entertainment, the technology portal has become more flexible. The company has set up direct data exchange between subsidiary entertainment brands, thanks to which all updates occur automatically.

Third-party RNG content developers are connected via API protocols.

PokerStars, Full Tilt, Stars Casino: Recognisable Gaming Brands

The vendor has united the major providers of B2B solutions and leading content creation studios.

PokerStars — a Flagship Project

It is the group's main asset. The company has historically been considered the largest online poker network in the world, surpassing other platforms in terms of player numbers, digital traffic, and tournament series volume.

Key features of PokerStars:

1. Global liquidity. The portal brings together gamblers from different countries.
2. Major tournament series. The brand hosts exciting virtual festivals with a huge audience and generous prize pools.
3. Technological leadership. The provider offers stable customer service, advanced lobby filters, and sophisticated protection against bots and fraud.
4. Multi-product model. Poker is integrated with online casinos and sportsbooks via a single account.

Thus, the company is not just a platform, but a complete ecosystem. This solution is complemented by a flexible loyalty program, VIP levels, and regular promotions.

Full Tilt — Merger with PokerStars Network

The firm initially developed as a standalone poker room with a focus on professional gamblers and aggressive marketing.

After the acquisition of The Stars Group's assets, the brand was integrated into the PokerStars infrastructure. Users gained access to the overall network liquidity. Tournaments and cash entertainment began to work based on a single technology engine.

Stars Casino and Stars Sports

The division of the first company includes the production of proprietary slots and the supply of digital products from the world’s leading providers.

Stars Sports focuses on creating a balanced event line and tools for managing bettors.

Presence in Regulated Markets

One of The Stars Group's strategic priorities is to operate within the international legal framework. The brand’s catalogue is represented in the European Union, the US, Canada, and other regions.

A focus on regulated territories has increased the confidence of players and investors, simplifying integration into the Flutter Entertainment structure.

Stars Group Jurisdictions and Legal Status

The enterprise holds licences issued by:

1. UK Gambling Commission. The UKGC permit requires strict control of AML procedures and transparency of financial transactions.
2. MGA. Its certificate grants access to several EU countries.
3. ONJN. A document from the Romanian regulator is required for the provision of services in the local market.
4. DGOJ. This licence is issued by the Spanish supervisory authority.
5. NJDGE. The New Jersey Gambling Commission controls the activities of PokerStars and its related brands in the selected state.
6. PAGCOR. This permit simplifies deployment in the Asian region.

The Stars Group is actively developing RG tools. These mechanisms comply with regulatory requirements and increase client confidence, particularly in the EU and US markets.

Stars Group Products Connection via 2WinPower

The technology aggregator for iGaming operators gives access to content from top providers through a unified API infrastructure.

Stars Casino Installation

2WinPower offers:

• slots and RNG entertainment;
• live solutions (with appropriate rights and technical support);
• products from partner studios integrated into The Stars Group ecosystem.

It is important to emphasise that this is direct software installation, not the presentation of the brand as a self-driving B2C platform. Casino content becomes part of the operator's portfolio and is displayed in its lobby.

This approach allows business owners to expand the entertainment catalogue without difficult negotiations with the vendor. The solution accelerates market entry, simplifies reporting and billing, etc.

Integration Via the 2WinPower Application Programming Interface

The studio uses:

• a single API gateway;
• unified customer authorisation methods;
• secure transaction processing;
• balance synchronisation in real time.

The API ensures the instant transfer of data on bets, outcomes of rounds, operation statuses, and gaming activity. This centralisation simplifies technical support for iGaming projects, speeding up their updates and scaling.

Favourable Connection Formats

2WinPower supports 2 main integration options:

1. iFrame. This allows for a quick implementation of the product line with minimal backend modifications.
2. JSON API. This method allows for extensive interface customisation and content installation into the casino lobby. Clients gain full control over the UX and bonus logic, as well as automatic updates to the game library.

Regardless of the integration format, direct access to PokerStars as a B2C platform is not possible.

Entrepreneurs cannot connect to the network's poker liquidity and global tournament infrastructure, nor can they use the portal under a White Label agreement. The 2WinPower aggregator only allows access to selected games if there are contractual rights.

Flutter Installation: New Opportunities for the Brand

In 2019, a deal was announced between The Stars Group and Flutter Entertainment. The overall assessment of the combined business was $12 billion.

The merger was the largest in the history of online gambling. It created a global industry leader with a diversified portfolio and presence in key markets.

Teaming Up with Flutter

Following the completion of the transaction, The Stars Group's assets became part of the Flutter ecosystem, which already included:

1. Sky Bet. The leader in the British betting market.
2. FanDuel. The largest sportsbook operator with licences and partnerships in key US states.
3. Paddy Power. A well-known brand focused on the UK and the EU.

The merger strengthened The Stars Group's position in key gambling sectors. Furthermore, the enterprise diversified its revenue streams across poker, casino, and wagering.

PokerStars as an Independent Company

Despite its integration into the vast holding, the firm retained its status as a separate establishment. The provider continued to develop its signature tournament series and marketing strategy.

At the same time, the brand became part of a wider corporate structure, gaining access to Flutter's tools and professional expertise.

Innovative API Module

The company created API architecture for data exchange between products, optimised server capacity and cloud solutions, streamlined KYC, AML, reporting, etc.

The Stars Group introduced common analytics and CRM, simplifying segmentation and cross-selling between gambling firms.

New Opportunities After Integration

As part of Flutter, the brand gained:

• access to the US market through the FanDuel infrastructure;
• increased cross-selling;
• growth of investment in technological development.

The integration strengthened the global position of PokerStars and its other assets while maintaining the individuality of the enterprises within a major international holding company.

The Stars Group's Impact on the iGaming Industry

It has played a key role in the transformation of the niche, particularly in the poker and multi-product platforms segments.

Global Leadership

The flagship PokerStars brand has been the largest network of this kind for over 15 years. It is ahead of competitors in terms of audience reach, the volume of its tournament series, and the scale of its promotional events.

These factors of leadership include:

• global liquidity of players;
• recognisable online series with multimillion-dollar guarantees;
• high levels of security and anti-fraud systems;
• innovative formats (fast tournaments, dynamic structures).

Thanks to these elements, PokerStars has become the industry’s benchmark of quality. The company set the standards for user experience, attracting a colossal amount of Internet traffic.

Innovations in Platform Solutions

The Stars Group has poured massive resources into the development of its IT infrastructure.

Today, the product range includes:

• advanced PAM systems;
• flexible tournament engines;
• unified API for content integration;
• analytics and audience segmentation tools.

The company was among the first in the market to implement deep mobile optimisation, facilitating players’ seamless transition to smartphones and tablets.

The provider is also actively creating cross-selling mechanisms between poker, casino, and sports betting, which builds a multi-tasking business model.

Formation in Regulated Markets

The Stars Group was the first to legalise the iGaming vertical in the US. The brand has obtained licences in key gambling states — New Jersey, Pennsylvania, and Delaware.

The product line is approved by regulators in Europe, Latin America, and Southeast Asia. This strengthens the group's international position and simplifies market entry for B2B partners.

FAQ about The Stars Group (Amaya)

Experts of the 2WinPower studio answer the questions that are asked by operators most frequently.

Who Owns PokerStars Today?

In 2020, The Stars Group was acquired by Flutter Entertainment. The corporation combined PokerStars with other large gambling enterprises such as Sky Bet, Paddy Power, and FanDuel.

Today, PokerStars continues to exist as a separate division within Flutter. The company maintains its positioning, signature tournament series, and recognisable products. At the same time, the brand retains the right to use the holding company's shared technological, compliance, and marketing resources.

Is It Possible to Order the Stars Group Platform Under the White Label Scheme?

On such terms and conditions, direct access to the portal is not officially provided.

Entrepreneurs cannot launch a full-fledged PokerStars or Stars Casino resource under their name using a licence from Stars. Furthermore, they cannot have the overall poker liquidity of the network.

The firm has historically focused on B2C business. This model does not allow for the large-scale provision of White Label versions of the main product.

Is It Possible to Integrate Slots and Casinos Separately?

Yes, individual gambling solutions (for example, slot machines, RNG content, and live entertainment) can be integrated through the 2WinPower aggregator.

This format allows operators to enhance the online lobby with releases from Stars Casino, diversify bonus mechanics, and attract new, solvent traffic.

Software installation is available via iFrame or JSON API. Project owners receive detailed reports, multi-currency support, as well as compatibility with CRM and loyalty systems.

Can Integration Take Place in Europe and Latin America?

Yes. Entrepreneurs can implement the vendor’s software in most regulated markets in these regions.

To launch such products in each jurisdiction, operators have to:

• obtain a local licence or work through an affiliate program;
• ensure compliance with responsible gambling principles, KYC, AML, and user data protection requirements;
• adapt languages, currencies, and payment methods to local conditions.

How Is Stars Casino Different from PokerStars?

The brand focuses on online poker with recognisable mechanics and prize distribution algorithms. It has created a well-known tournament ecosystem (with cash tables, Sit & Gos, and large series), building an enduring customer base and international liquidity.

Stars Casino specialises in iGaming content, including digital slots, live solutions, and RNG table entertainment. The company combines its proprietary releases and certified solutions from partner studios.

PokerStars focuses on strategic play and the poker community, while Stars Casino offers traditional-style options.

The Main Things about the Integration of Stars Group Products

By collaborating with the aggregator, operators can quickly implement the following program components:

• slots and RNG card games from the Stars Casino catalogue;
• live entertainment;
• partner content from third-party studios.

All these products are added via a single API or iFrame. This reduces the installation period and accelerates time to market.

2WinPower supports cross-product integration, combining slots, live casino, and bonus features within a single platform. The system supports a large number of players and transactions simultaneously, offering advanced reporting and analytical instruments.

Our company ensures full compliance with regulatory requirements. The installed software follows European standards for personal data processing (GDPR) and includes KYC/AML mechanisms, as well as responsible gambling tools.

To integrate Stars Group products through 2WinPower, simply complete the application on the website. Our manager will contact you immediately to advise on licensing and business scaling issues.