PokerStars Expands Beyond iGaming

PokerStars has introduced plans to expand its offerings beyond online poker and sports betting. Tapping into its growing community, the company will work on live tournaments and hasn’t ruled out adding entertainment such as music festivals to its lineup.

PokerStars Expands Beyond iGaming

As its name implies, PokerStars made its mark offering poker games online. The company, part of the Stars Group, also offers online casinos and sports betting.

During the past 18 months, PokerStars has worked on a plan to pitch itself as the leader of live tournaments and other events at a time when its audience has grown in the wake of the coronavirus pandemic. PokerStars capitalized on taking responsibility to entertain the audiences kept indoors during Covid-19.

The latest TV advertisement promotes not only its safety for the betting community but its tools and features as well.

“It’s a case of what we position ourselves as for the future. How do we bring new people into the category where we are the market leader and how do we grow the category?” Martin Nieri, global director of brand, creative and communications told The Drum.

Nieri added that PokerStars could expand beyond its core gambling offerings into entertainment, even music festivals.

“We’ve got tens of millions of players in our community around the world… so how do we give our audiences this world to join where they can play different games and they can consume content, whatever it might be?” he said.

A fixture on Twitch, PokerStars has added YouTube to build its audience of new players with the help of vloggers KSI and The Sideman. Another avenue in the works is to merchandise PokerStars brand.

“We always had a strategic roadmap, but we’re now thinking about how we provide a response to changing consumer behavior. We’ve done some work on what those changes might be in terms of remote working and continued working from home and in terms of travel and we adapt our products to give our customers the tools and the different kind of ways of playing that they want,” Nieri said.