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The Impact of Consumer Preferences
Online poker experienced a notable resurgence during the pandemic, with many people confined indoors and seeking online entertainment. However, the return to normalcy has dealt a poor hand to online poker, with declining player acquisition reflecting the shift in consumer preferences. Players now seek instant gratification, favoring games that offer quick, satisfying rounds. This trend poses challenges for online poker, leading to reduced player retention and the alienation of older generations by new innovations.
Addressing the Issues
At the CasinoBeats Summit, the panel titled “Back to basics – does poker really need re-inventing” brought together poker experts to discuss strategies to keep poker engaging for all players. Moderated by SBC Media Project Director Martyn Elliot, the panel explored the reasons behind online poker’s struggle to compete with other online casino verticals and entertainment alternatives.
Amit Berkovich, VP Head of Poker at 888, highlighted the saturation of the market, noting that online poker faces competition from recreational games and popular platforms like TikTok, Instagram, and Netflix. Berkovich emphasized that while poker itself does not need re-inventing, it requires innovation to stay relevant. He suggested that the game’s structure is sound, but the industry needs a shakeup to attract and retain players.
Peter Jesko, Strategic Consultant at Casino Guru, reinforced the idea that online poker is still alive but offers fewer opportunities for consistent earnings. Jesko pointed out the unique combination of gambling and skill in poker, which sets it apart from other games.
The Role of Live Tournaments
The panel also discussed the significance of live poker tournaments that originate from the online scene. Telly Bartolo, Marketing and Event Manager at Casino Malta, explained that live tournaments offer more than just gameplay; they provide a social experience where players can travel, meet people from different nationalities, and enjoy a comprehensive experience.
Berkovich noted that 888’s live tournaments, while often not profitable, serve as valuable branding and content creation tools. These events allow the company to engage with the poker community, gather feedback, and produce high-quality content. Ivan Shumilov, Business Development Executive at Evenbet, referred to live tournaments as the “pinnacle for players,” offering a significant and visible experience through participation in large events.
Addressing Player Retention
When discussing online poker’s challenges in retaining players, Shumilov pointed out that slots and other online casino games are simpler, with fewer instructions and outcomes, making them more appealing to players seeking quick and easy entertainment. Berkovich agreed that player retention is an issue and suggested gamifying player education to make it more engaging. He emphasized the need to avoid lengthy and patronizing educational processes.
Bartolo concurred, warning that excessive rules and education could deter players, adding to the difficulty of providing the quicker, simpler experiences demanded by the younger generation.
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