Paddy's Startup Showcase

Think you've got the next big thing in retail tech? Then we'd love to talk!

Program Focus areas:

Data & Analytics

In-Store Experiences

Future of Self-Service


Paddy Power

Paddy Power runs a network of over 600 retail shops packed with innovative multi-media tech, broadcasting tens of thousands of sporting events every month. But we’re not resting on our laurels, we’re constantly innovating to provide the best experience for our customers.

What are we looking for?

We’re looking to partner with the next generation of startups, with bold and tenacious ideas to help us reinvent the betting industry. We’re focusing our search on three main areas, with a wildcard option for the interesting and out-there ideas that don’t neatly fit into a bucket. Under each theme below, there are a series of questions that we are looking for applicants to answer.

Data & Analytics

  • How do we improve data collection and analysis from shop activity?
  • How do we create customer insights to help improve the shop experience?
  • How do we ensure we gather and process the right data to best protect our players?


In-Store Experience

  • How can we improve in-store betting engagement and experience for customers?
  • How can we provide better customer support and engagement in shops?
  • How can we attract more customers into shops with novel, immersive viewing experiences that can’t be replicated online?


Future of Self-Service Terminals

  • How can we enhance the customer experience and empower customers with the next generation of frictionless, intuitive self-service functionality?
  • How do we ensure we’re building our solutions on the most reliable and innovative self-service hardware and software?



  • Don’t quite fit the briefs? We are still interested to hear your ideas and solutions on how we can create safe, entertaining experiences for customers, now and in the future.

What's in it for the startup?

Successful companies will receive the following support from Paddy Power and the Alpha Hub team:

Paid Proof of Concept (POC) Trials

Opportunity to run a paid Proof of Concept to trial your tech in our retail estate

Mentoring & Feedback

Insight to the Paddy Power Retail business as well as product feedback via tailored mentoring sessions with Paddy Power Retail executives


Introductions to other Flutter Entertainment brands and our extended network of partners

So how does it work?

Retail Process

Stage 1 - Applications

When an application is submitted, it is thoroughly reviewed by both the F6S and Alpha Hub teams. This occurs on an ongoing basis. Applications close on 20th May 2022.

We look forward to meeting you!

Stage 2 - Pitch to Retail

Select startups will be invited for an initial conversation with the Paddy Power Retail team over zoom. The purpose of this meeting is to showcase what you can do and ask any questions that you may have directly to the experts.

Stage 3 - Workshops, Demos & Final Presentation

This is an action packed day of focused workshops and detailed discussions with a wide variety of Paddy Power and Flutter stakeholders. We will be diving deep into your solution and what a future partner relationship could look like.

At the end of the day, startups will pitch their commercial proposal to the Paddy Power executive team and other key decision makers.

With the three stages completed, we will finalise the plan and scope of the POC project and then get to work. Throughout this period, you will receive ongoing  feedback and mentoring with the Alpha Hub team.