5 Star speaks with Igor Terebinov, Deputy CEO of PokerMatch International.

Online poker plays an important role in keeping the audience interested in gambling. It can be used on its own or in combination with online casino and sports betting verticals. The topic is interesting and relevant as never before.

That’s why we, together with Igor Terebinov, Deputy CEO of PokerMatch International, decided to figure out why poker is considered a great tool for attracting new players and how to maintain interest for the game.

Poker will always be popular for several reasons. First of all, poker is an interesting game that requires not only luck but also strategy, analysis, and observation. Moreover, it is a social game where users can constantly communicate and interact with each other. 

The second reason is that poker is a game with variable odds. This means that even not very experienced players can beat more experienced players if they are lucky. This makes the game more attractive for beginners and increases the chances of winning for everyone.

Poker is also a great tool for cross-selling other products. Some time ago, there was a widespread belief that poker players do not play in casinos. However, this is not true at all. In our company, at least 40% of poker players have tested the game in a casino. That means that if a company is focused on earning money in online casinos, then attracting poker players is one of the most important marketing tools. 

Poker players are a great grown-up, intelligent, and solvent audience that deserves attention. For our brand, the share of casino revenue is also quite large, but we continue to develop our poker segment by utilizing the best software, modern analytical technologies, and special marketing strategies.

However, online poker has lost the battle to faster and more exciting ways to spend your free time because it is not a fast game at all. If you want to play in a good tournament, you need to spend 9–10 hours to get to the final table. Does the modern audience have that much time? Not anymore.

If you study the financial reports of large public companies, online poker hardly had a significant share in their revenue structure, but online poker has always been a very important vertical and remains such today.

That is why large operators must maintain interest in the poker product everywhere. This means that we must do everything to make it interesting and convenient for users to spend time playing poker. 

Firstly, the demand for mobile gambling will increase significantly. We can already see how most providers are starting to adapt their products to mobile devices, as it is much more convenient and faster. Therefore, it is extremely important to keep this in mind to be competitive.

Secondly, it is quite difficult to compete for traffic in gambling nowadays. Therefore, you need to stand out among competitors with extraordinary presentation of information and promotions. The marketing strategy should be based on an instant response to the needs and desires of customers. Online poker can become profitable only if the brand manages to create original events and attract players. 

Streaming will also be useful. Thanks to this channel, you can tell in detail about all your services. The popularity of this tool can be explained by the fact that important information can be delivered in an interesting and playful way. Constant communication with customers should be conducted in an easy and friendly format.

Another secret to the success of a poker brand is offline events. Nowadays, the whole world is actively moving to online mode. And that’s why live meetings of players at the poker tables are becoming valuable and therefore they are working. Large offline poker series are most often held in partnership with online poker rooms, as this is an ideal place for synergy between online and offline businesses. Thus, online brands have the opportunity to touch the audience live, demonstrate their attributes and add emotional components that will help users fall in love with them for a long time.

Poker needs the attention of operators, so let’s popularize this unique intellectual game.