ShareEven in states with regulated platforms available in West Virginia, professional poker players are increasingly partnering with online casinos to diversify income. What began as a niche crossover has evolved into a major trend.
The line between influencer, casino ambassador, and full-time content creator has never been thinner. The changing economics of poker and sponsorship models mean that final table finishes aren’t the be-all and end-all anymore.
A New Era of Poker Sponsorship
For decades, poker sponsorships mainly revolved around live events and televised exposure. Top players would represent a single poker room and wear that logo while playing in the biggest tournaments. That model was at its peak during the poker boom of the 2000s. After the online poker scene fragmented with tightening regulations, traditional sponsorships became scarcer.
Online casinos are stepping in these days. Operators want ambassadors who are well-versed in the gambling world and know how to talk to players. They also have existing audiences who are likely to be interested in other forms of gambling. Generic influencers don’t have the same level of credibility and years of experience.
The modern high-stakes poker scene is much more competitive now than it was even a decade ago. The extent of data analysis tools and solvers means that elite players are dealing with even tighter margins.
Many pros also see how partnerships with casino brands can give them consistent income while still having a role in the industry they love. The sums they can earn are often lucrative, and they have the added bonus of referral commissions they can get by directing fans to sign up and use these gambling sites.
Notable Examples
Several well-known pros over the past couple of years have entered the casino partnership space. Kevin Martin and Lex Veldhuis are successful poker streamers, while others have signed deals to promote sports betting and casino games.
Some will post a mix of poker and casino gameplay to reach a wider audience on platforms such as Kick and Twitch. These streams attract big viewership numbers and give exposure to casino operators that they can’t get with traditional ads.
Controversy and Credibility
Not everyone is a fan of this crossover. Purists argue that poker and casino games are two completely different worlds. One is skill-based, and the other is more down to luck. Blurring the two could damage poker’s reputation as a game of discipline and intelligence in many people’s eyes.
Player responsibility is also a concern. It’s important that creators include direct messaging about possible gambling risks and disclaimers in their streams. That’s especially important when they’re dealing with gambling sites that are licensed offshore, as the level of player protection and responsible gambling efforts isn’t usually as strong as what the locally licensed platforms provide.
Creators in other industries have come under fire for accepting casino sponsors. In the world of esports, OpTic Scump announced a sponsorship with Roobet last week, with many people having concerns about the impact his streams would have on an impressionable young audience. The size of the reported deal makes it hard to turn down.
Final Thoughts
Poker professionals are adapting to the realities of the modern landscape. Casino sponsorships allow them to stay involved in an industry that they love.
The debate will continue over whether the crossover is good for poker’s image. However, the demand appears to be there, and more players will likely get on board with these companies as time goes on.
