When PokerStars announces a new development, the rest of the gaming industry sits up and takes note. Formed in 2001 and now the biggest online poker brand by a distance, PokerStars has announced that they are moving into new gaming areas.
The first move will see poker-friendly versions of blackjack and roulette rolled out to PokerStars’ millions of existing subscribers. This will be followed in the New Year by a fully-fledged launch of their casino games offering
For a global brand such as PokerStars, rolling out such a substantial move is easier said than done. Operating in multiple territories and jurisdictions worldwide involves a level of complexity that is on a par with the most difficult poker conundrums. As a result, the company is rolling out the new services on a territory-by-territory basis.
The new services have been successfully trialed in Spain on PokerStars.ES and with a 30 percent take-up rate shown by regular users of the site, it already looks like PokerStars are on to a winner.
Eric Hollreiser, Head of Corporate Communications, confirmed: “We thoroughly researched the opportunity and spent a lot of time talking to players and analysing the behaviour of our customers on PokerStars.ES and Full Tilt.”
“Those launches have been successful in reactivating dormant customers and extending the value of our existing poker customers,” he added.
The PokerStars name has become synonymous with the very latest developments in online poker, including their revolutionary ‘Zoom’ high-speed variant, and they are promising to bring the same level of sophistication, imagination and expertise to their new offerings. The company is pledging unique multiplayer games incorporating both social and betting functions.
At the same time, PokerStars is promising some of the lowest blackjack margins in the industry with micro-stakes starting from as little as ten cents.
Clearly, although PokerStars is an established global brand when it comes to poker, the company is aiming for the mass market with these moves. The global online gaming industry continues to grow at a steady rate and PokerStars is well placed to tap into new, as well as existing, market areas.
At the same time, PokerStars is taking steps to reassure their many millions of existing clients that they have nothing to fear. Those who are determined to restrict their activities to poker alone are being given the option to screen out any non-poker-themed content.
It is that sort of attention to keeping customers happily on board that has seen PokerStars deal more than 120 billion hands since it was launched in 2001. Poker players are famously amongst the most insightful and difficult of gamers to please – for PokerStars to have got where they are today is a mark of just how polished an operation they have become.
Given that history, we are expecting great things from the PokerStars casino. The precise details of the roll-out have not been announced, but the company is confidently predicting that 2015 will see the universal delivery of both the casino and sports betting offerings in full. There is little doubt, however, that the rest of the gaming industry will be watching events with a particularly keen eye.