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EvenBet Gaming: Poker making the ultimate comeback

By - 17 March 2020

EvenBet Gaming CEO Dmitry Starostenkov highlights the key factors that are driving poker’s resurgence in the online betting and gaming industry.

The death of poker has been greatly exaggerated, as proven on the international stage where the vertical is once again becoming a viable product for operators in the online and mobile environment.

However, as a new generation of players enter the stage and new markets emerge, poker is making a strong comeback. Driven by the use of advanced technology, improved mobile interfaces and new game formats, the vertical is very much alive and kicking.

This resurgence means that operators can now diverse their offering with a product that not only engages with millennials, but also boosts turnover. It’s no longer a dying vertical, rather something that is becoming an essential part of the product mix.

TAPPING INTO EMERGING MARKETS

Evidence of this resurgence can be found in various parts of the world, particularly in Asia where online poker is enjoying a boom in popularity. Take India, for example, where active players continue to rise. With a population of more than one billion, there’s a huge audience out there. Many Indian states have legalised poker, with skilled games such as Rummy enjoying great success.

It’s not just globally recognised operators which are shining in India. Challenger brands such as 9stacks are receiving industry recognition for their poker offering, often getting the better of their mainstream counterparts when it comes to industry awards. These operators are producing games and promotions that really resonate with their target audience.

Other emerging territories such as Latin America will also prove pivotal in poker’s return to the global stage. The LatAm regulatory landscape continues to evolve, with many jurisdictions looking to embrace online gaming.

The sheer size of this territory presents plenty of opportunities for operators and is a key reason behind EvenBet Gaming launching a new poker network for South America. Featuring individual online poker projects, the network’s flexibility is generating traction across LatAm, with everyone from start-ups to established operators already successfully integrated.

Across all territories, it’s clear that a mobile-first strategy and omni-channel solution remains a high priority, given how these devices have shaped the landscape in recent years. The number of mobile players is only set to increase, with H2 Gambling Capital estimating that by 2022 the mobile market will grow by 27.9 billion euro.

NEW GAME CONCEPTS

Breathing new life into poker relies on bringing innovative concepts that make the overall user experience appealing to the modern player. The short-attention spans of millennials and Generation Z means that instant gratification is the aim of the game.

Poker doesn’t typically fit this model, with players often taking their time to turn over cards and adopting a strategy based on skill. However, the breaks in play provide operators with a window of opportunity to capture the attentions of those wandering eyes among your client base.

EvenBet’s new Mini-Games option merges casino games and poker into fresh, exciting gaming formats that appeal to seasoned players and poker novices alike. It features hundreds of “snackable” slots and games which are designed to complement the core poker experience.

Players don’t need to leave the table or open a new tab to enjoy the short form content. Instead, they can spin the reels and roll the dice on their favourite casino games with just a click of the button.

We’ve also introduced a similar tool that allows players to wager on live sporting events within a poker room. Available as a side game, the user database and financial data are exchanged between systems without interfering with the user experience.

It’s this fresh thinking that will take the poker experience to a new level and brings it up to speed with the modern gaming experience. These easy to integrate solutions pave the way for operators to increase customer lifetime value and drive incremental revenues. Importantly, it provides casual players with an improved experience while retaining the core values that seasoned players come to expect with poker.

It’s clear that poker is evolving to keep up with modern trends and demands from players. Developing a poker offering that caters all player tastes and reaches a wide audience will inevitably lead to increased engagement.

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