The state of play in poker

Even in the context of an online gambling market that has seen major changes throughout its history, it’s fair to say that poker as a vertical has had quite a journey in recent years. A surge in activity during the Covid-19 pandemic proved that reports of its demise had been greatly exaggerated – but there’s still an important conversation to be had about the vertical’s future and that of the market both in the UK and all around the world.

The UK government’s recent white paper into the Gambling Act 2005 review is obviously a significant development and one we cannot ignore when it comes to the future of the market. Any action that helps protect players and ensure they are treated fairly is something we fully support and will always be a top priority. At the same time, some of the proposals could impact liquidity if not implemented carefully.

The UK is, of course, one of Playtech’s core markets and we’ve experienced tremendous growth over the last few years. The UK being part of our vast global network gives me confidence that we can continue to grow as we have done. It’s a balancing act, but it’s one we’re dedicated to getting right.

We’ve managed to create a diversified and strong portfolio of liquidity for our networks. There are still countless opportunities within our core markets and we will strive to reach new heights.

When discussing further substantial development and growth, it’s vital to also look beyond Europe and to the opportunities we can unlock globally. The potential of the US is obviously a hot topic, but the prospects for Latam and African markets – regions where online poker is still to make a major breakthrough – are also very much on our radar.

We’re closely monitoring the online poker scene in the US and there is an evident, growing interest from US online players in the states where poker is available. Tournament series are getting bigger and cash game liquidity has been steadily growing, despite liquidity limitations. And this is just online – there are some incredible potential synergies with live events which have been shattering attendance records in the US lately.

All together now

We’re also seeing some promising changes in the wider market, such as Michigan’s decision to allow shared liquidity and join the compound with New Jersey and other states. Potentially, many other states will follow to join soon. This is an excellent opportunity both for us as a business and the poker vertical itself.

I’m genuinely excited about the US market. It’s like watching a storm slowly brewing on the horizon. It may take quite some time, but once more states fully embrace online poker, we’re likely to see a burst of activity.

Latam continues to be another key region of interest for us. Our partners are continuously investing there, and it’s been great to see an increased presence of players from Latam countries during recent flagship series, such as IPF Winter and Bounty Hunter Spring 2023. The long-term impact of this shouldn’t be underestimated – these players tend to stick around after the series.

We’ve already got a foot in the door in the Latam and African markets through our current operators, and we’re keen to push that door wide open. There are real untapped opportunities there.

In short, predicting the future for poker is no easy task – you only have to look at the past few years to see that. But what I can confidently say is we’re very much looking at a global future for poker, and that’s where the real potential is for the wider industry too.

Marat Koss is Playtech’s VP of interactive gaming, incorporating full strategic responsibility for its poker, bingo and retail businesses. With a wealth of experience spanning various industries including sports betting, bingo and poker in the igaming sector, Koss has been pivotal in the growth of Playtech’s ipoker network and development.