PokerStars has moved to enhance its position in the sports betting market by launching a peer-to-peer online betting exchange.

Made available to the Flutter Entertainment brand’s customers today via its .com and .EU domains, the PokerStars Exchange will enable the firm’s customers to buy and sell bets with other punters internationally with access to a range of markets.

The online betting and gaming brand aims to offer its players access to the ‘same global liquidity pool’ as its fellow Flutter operator, the Betfair Exchange. 

Richard Garrod, Director of Product at PokerStars, said: “We’re always looking at ways to bring PokerStars players something new, and to be able to do that in collaboration with our colleagues over at the world’s largest betting exchange is a huge privilege. 

“Our research suggests that our customers would welcome the addition of an exchange product, with 70% of current sports bettors saying they want to get involved.”

PokerStars maintains that the new product will offer its customers better odds on sports fixtures, due to bets being placed directly against other users, as well as access to greater markets and a consistent stream of customers to bet against due to the shared liquidity with Betfair.

Additionally, the igaming brand is confident that the ability to ‘be the bookmaker’ by entering their own odds and lay betting opportunities will be well received by its customer base. 

The Exchange will be made available to PokerStars international customers via the PokerStars Sport tab, available in a range of territories – the brand was able to secure access to the Greek market earlier this year, but also initiated a withdrawal from Georgia in the same month.  

Garrod added: “The PokerStars Exchange gives our players access to a brand-new sports betting experience alongside a global community of sports fans, with all the convenience of a single account and wallet.

“After months of hard work and execution, we’re thrilled to offer PokerStars players this addition to the PokerStars portfolio.”