GVC: Partypoker is our sleeping giant
Operator hails “huge opportunity” for poker brand to take customers from rivals
GVC has hailed the “huge opportunity” for its partypoker brand, which it says is delivering 30% revenue growth in a vertical otherwise flat-lining.
Speaking to EGR Intel, GVC COO Shay Segev said the brand had been a “huge positive surprise” since its acquisition in the bwin deal in early 2016.
“The partypoker brand during the bwin time was missing the love and attention which we definitely give it now. It’s one of the sleeping giants within the assets we have,” Segev said.
“Partypoker is a huge brand within the poker community. People who have been playing poker for five to 10 years remember it as the biggest brand, larger than PokerStars pre-2006. There’s a huge opportunity in that area.”
The poker brand is now looking to tap into that history with product upgrades and a new rewards scheme, which mirrors a classic rakeback model and is designed to appeal to the more serious, high-volume players that other operators are trying to steer away from.
The firm has also boosted its live tournament presence through its partypoker LIVE tour.
“We’re focusing on the player experience with partypoker. Our core poker business is growing by 30% so overall we have good engagement from players. The poker community is a very close community. It’s a word-of-mouth community. There’s lots of forums, events and tournaments out there and I think we’re doing something really right.”
GVC COO Shay Segev
Segev said the brand was clearly taking customers from PokerStars and 888, with its revenues up 30% despite the sector as a whole being flat.
“It’s not rocket science,” he added.
When asked about PokerStars’ plans to enter India in the coming months, the COO said GVC has looked into it but has no plans for an Indian venture of its own in the short term.
“We think there are easier opportunities currently with partypoker in other jurisdictions. I think partypoker can get easier wins,” Segev said.
In related news, GVC announced this morning it had added Blueprint Gaming’s casino games into its portfolio of brands.
The deal sees Blueprint supply 30 slots games, including Jackpot King, which will become GVC’s first ever third party jackpot.
