The success, or value, of online poker is often measured solely by the rake revenue generated, undervaluing its impact, leading to misguided strategic decisions. This is comparable to a hotel operator evaluating its business only by room rentals, ignoring revenue from restaurants, entertainment, and events. Online poker, much like those hotel amenities, offers strategic value far beyond the direct profits it generates for an operator.

All too often we hear comments like “It’s only 5% of the revenue generated” or “Why would I invest in poker when I could just invest in more slot games?”. These sentiments do not consider the indirect value gained by increased retention, enhanced acquisition, boosted growth, expanded engagement, and omni channel synergies. When implemented strategically, online poker can be a profitable proposition unto itself for igaming platforms. When executed correctly, online poker also boosts revenue across all other verticals; a true Win, Win.

Another common misconception among operators arises from miscategorizing player value based solely on revenue. For instance, a player who spends 30 minutes on icasino games like blackjack and loses $1,000, then invests 5 hours playing online poker and generates $200 in rake, is typically classified as a “casino” player due to generating higher immediate casino revenue. However, in reality, their primary engagement and loyalty lie with poker. This can lead to poorly targeted, and sometimes harmful, communication to the player. Recognizing and catering to their true preference ensures operators retain the player’s loyalty and long-term engagement.

There are many factors beyond simple rake percentages that contribute to the value of online poker as a vertical. These include things like player retention, player acquisition, multi-vertical exposure, increased stickiness, organic growth opportunities, and bridging online to live gaming.

Online poker uniquely boosts player retention. Players form connections, build communities, and engage in long-term skill progression. All of these factors increase a player’s loyalty and lifespan on the platform. Unlike solitary casino games, poker’s social dynamics build a sense of belonging which in turn, significantly lowers churn and improves lifetime player value. This further provides an opportunity for organic growth as players share experiences with and invite their friends to the platform.

Online poker can also be a powerful tool for attracting younger, more tech-savvy players. With a significant percentage of players aged 18-35, poker resonates with a generation raised on competitive gaming, esports, and social streaming.These players tend to place a premium on skill based games preferring them over games that are primarily luck based. Poker still provides players with the opportunity to win substantial payouts from small investments, however, unlike other verticals which rely on chance (e.g.such as spins or parlays), poker is a journey of skill and strategic decision-making, where players can influence their own destiny. Poker is one of the few games in an operator’s portfolio where players can reasonably expect to increase their chances of being profitable through regular practice and skill development. The emphasis of skill in combination with luck make poker an attractive prospect for the young competitive gamer.

The younger demographic which online poker appeals to, also places a premium on social interactions and shareable experiences. Platforms like Twitch and YouTube amplify poker’s appeal, organically driving player acquisition without costly advertising. Online poker effectively becomes a gateway to the platform’s other offerings, attracting users who might not initially show interest in slots or sports betting but have the potential to grow into other verticals over time. In other words, today’s young poker player may become tomorrow’s mature sports bettor and casino regular.

Poker players tend to spend longer periods of time online directly engaging with the product than players in Sports or Casino. Increased exposure creates more opportunities for cross-selling, both direct and indirect. The extended engagement with the product creates an opportunity for poker players to naturally explore other gaming options, transitioning seamlessly into casino and sports betting verticals. Operators who successfully integrate poker into their cross-promotional strategies consistently report higher overall player lifetime values, with their multi-vertical players typically generating significantly more revenue than single-vertical users.

The online poker community also creates a network effect that compounds player growth and platform engagement. A vibrant, active online poker environment attracts more players, enriching tournament pools, increasing platform stickiness, and making the site a preferred gaming destination. A positive experience with your poker product creates a positive feedback loop, which increases liquidity by attracting more players, leading to greater game variety and faster growth.  This creates a compounding effect that helps the platform scale more rapidly. Operators neglecting their online poker offering because they can’t see past the simple rake collection metric to justify marketing spend and product innovation risk losing out to competitors with a robust well thought out online poker strategy.

Finally, poker’s ability to bridge online and live gaming is unmatched. Online satellites drive traffic to physical casino properties, increasing revenues from hospitality, dining, and in-person gaming. There are numerous examples of this in action, the most obvious of which is the thousands of online players that travel to Las Vegas every year to play in one or more of the WSOP events. Rather than cannibalizing live play, online poker actively supports and enhances physical casino profitability.

Operators must re-evaluate online poker’s role, recognizing it as a strategic asset rather than a low-margin afterthought. Smart operators view poker as a strategic anchor that supports their entire portfolio and those who invest wisely in their poker communities will see sustained revenue growth across their entire gaming portfolio. Online poker isn’t just another game—it’s an essential strategic lever that operators should not ignore.