Online Poker’s True Worth: More Than Just Rake Revenue

Industry analysts often point out that online poker contributes only a small fraction of gross gaming revenue compared to online casinos or sportsbooks. For example, in New Jersey’s mature iGaming market, online poker typically accounts for roughly 1–2% of monthly online gaming revenue (PlayNJ, 2025). This has led some operators to label online poker a “low-margin” product, focusing on its rake (the fees from online poker pots) as the sole performance metric. Such viewpoints illustrate the industry’s tendency to undervalue online poker by looking at rake alone.

Judging online poker solely by direct rake is like judging a hotel’s success only by room rentals. Just as hotels generate substantial value from restaurants, casinos, and entertainment – often treating discounted rooms as a loss-leader to attract guests (Cornell, 1997) – online poker creates broader value for gaming platforms beyond the immediate rake it generates. From boosting player engagement and retention to driving cross-platform activity and real-world revenue, online poker’s strategic contributions far exceed its raw financial tally. The following sections break down these often “hidden” and less obvious benefits of online poker and provide data-backed insights into why online poker remains a vital asset in a diversified online gaming portfolio.

Retention, Engagement, and Player Lifetime Value

One of online poker’s biggest contributions to an operator’s ecosystem is its power to keep players engaged and loyal over the long term, thereby increasing their lifetime value to the operator. Poker is inherently social and skill-based – players invest time to improve, compete with peers, and build a community, which tends to lengthen their stay on the platform. Learnings from the online video game industry demonstrate that players who remain engaged over time contribute significantly more to revenue, not only through direct spending but also by enhancing the platform’s ecosystem (Deloitte, 2024). In other words, online poker creates a halo effect: players stick around longer and remain more active, boosting revenue in other areas.

Online poker is a valuable tool in an operator’s strategy to boost customer retention. Its unique community and skill-based aspects cultivate player loyalty and engagement differently from games based solely on chance. Regular online poker activities, such as nightly tournaments or weekly leagues, can reduce churn by creating consistent interaction points for players. Measuring online poker by rake alone ignores this uplift in retention and the lifetime player value that online poker catalyzes across the entire user lifecycle.

Attracting a Younger, Connected Demographic

Online online poker also serves as a strategic customer acquisition and reactivation tool, particularly for demographics that traditional online casino games might not reach. Studies show that the online poker player base skews younger and more tech-savvy than typical online gamblers. According to industry data compiled by Gitnux, over 40% of online poker players globally are now between 18–25 years old (BetMGM, 2024) – a remarkably high proportion of young adults. Increased accessibility and familiar online gaming features—such as enhanced visuals, rewards systems, and social experiences—boost poker’s appeal to the digital generation. Notably, online poker’s skill-based, competitive nature resonates with those who grew up on PC/console PvP games and esports, offering a real-money game where strategy and skill matter as much as luck. Poker, in effect, is a gateway for gaming-oriented millennials and Gen Z players to enter the real-money gambling ecosystem.

During the COVID-19 pandemic, online poker content on Twitch saw significant growth (US Poker, 2020), and to this day thousands of viewers regularly watch online poker streams of tournaments or cash games. At the time of this writing the Poker channel on Twitch had 2.5M subscribers and a search on YouTube for “online poker” returned online poker shorts (videos) where the top 3 returned had from 2.5M to 18M views. These viewers often end up trying online poker themselves, representing organic customer acquisition driven by content and community rather than direct marketing spend. Poker’s presence on streaming platforms essentially markets the game to youth in a way slots or roulette cannot easily replicate.

Likewise, online poker’s tournament culture and social media sharing contribute to viral growth. Big online poker series (e.g. PokerStars’ SCOOP or partypoker’s MILLIONS) and major wins get shared on Twitter, discussed on forums, and even covered in mainstream media, giving operators free publicity and word-of-mouth buzz. A well-timed viral moment – such as a streamer’s epic bluff or a championship win by an amateur – can pique interest among exactly the kind of socially connected, younger consumers that operators want to attract. In summary, online poker is strategically valuable as a branding and acquisition tool for younger demographics: it aligns with their interest in competitive, social gaming and leverages modern channels (Twitch, social media) to draw them in. These new players might initially come for the online poker, but over time they can be introduced to other verticals on the platform.

Cross-Pollination: Poker as a Cross-Sell Engine

Once online poker players are on the platform, they often don’t remain just online poker players – and this multi-vertical activity greatly enhances their total value. The strategic importance of online poker is evident in its cross-sell potential to higher margin products like casino games and sports betting. In many cases, online poker can serve as the first point of contact that acquires a customer, who is later monetized through other offerings. Industry operators have explicitly recognized this: “We believe online poker remains an important part of the full product offering… operators focus on investing in cross selling [online poker players] into casino,” stated Playtech regarding its network online poker product (PokerFuse, 2017). Poker often acts as the “lobby” of an online gaming venue – it brings people in the door, and once they’re inside, they engage with the other attractions.

Data consistently shows that cross-vertical customers are more valuable and more loyal. A report in Casino Life Magazine noted that players active in both sports betting and casino had higher retention rates than those who stick to one vertical. Similarly, a study by marketing firm Optimove found that “multi-players” (customers who play in multiple categories) have an average future value 50% higher than single-vertical players, and their retention is markedly better (Optimove, 2024). For a platform operator, this means that converting a online poker player into a online poker+casino (or online poker+sports) player can dramatically increase that customer’s lifetime spend and tenure.

Poker is particularly well-suited to be a cross-sell bridge because online poker enthusiasts typically have a deep interest in games and competition – traits that make them receptive to trying out sports betting (another skill-informed wager) or taking a few spins at the casino for fun. Poker and sports betting audiences have a lot in common, and many operators report a natural overlap and conversion between the two (Sopko, 2024).

From a strategic perspective, online poker’s ROI should be measured by the aggregate player value it generates across the platform, rather than solely by direct online poker P&L. A thoughtfully implemented and managed online poker vertical significantly boosts overall platform revenue by effectively funneling engaged users into other site verticals.

Network Effects: Liquidity Breeds Growth

Poker is a classic example of a product with strong network effects – the more players participating, the more attractive and valuable the online poker platform becomes. Unlike solitary casino games, online poker requires other players at the table, so liquidity (player traffic) is king. A large player pool means games start quickly at any time, there is a wide range of stakes and formats running, and tournament prize pools grow larger, which in turn attracts even more players. This virtuous cycle of liquidity has direct revenue implications. It has been demonstrated across multiple markets that combining or expanding online poker player pools leads to higher revenue for operators (PokerFuse, 2024)). For instance, when previously segregated player pools were merged (such as sharing liquidity between states or countries), operators saw immediate gains: PokerStars’ New Jersey platform saw a 43% year-over-year revenue increase after joining its New Jersey and Michigan player pools). Similarly, when WSOP linked up Nevada, New Jersey, and Delaware into a unified network, the larger pool reversed a trend of declining revenues and transformed it into double-digit growth in those markets.

These numbers underscore that online poker’s value grows exponentially with scale. When operators commit to fostering robust online poker liquidity through strategic investments like marketing initiatives, pooled liquidity agreements, or engaging tournaments, they can create a self-reinforcing growth cycle. Enhanced liquidity translates into larger, more dynamic tournaments and more active tables at all stakes, significantly increasing player engagement and revenue potential. As one gaming consultant noted, multi-state liquidity in the U.S. is a game-changer, allowing for bigger tournaments and a “more dynamic player pool” that leads directly to “increased traffic, greater engagement, and ultimately, higher revenues” for operators (SCCG Management, 2024). Moreover, a bustling online poker room cultivates a vibrant community and inspires loyalty, as players who consistently find active games are more likely to remain loyal to that platform. Ultimately, online poker’s network effect creates an environment where the collective value exceeds what individual platforms could achieve independently, thereby amplifying the overall success and sustainability of the operator’s gaming ecosystem.

The network effect extends beyond just the online poker revenue. A large, vibrant online poker community under an operator’s umbrella can be tapped for cross-promotions (“exclusive” freerolls for sports bettors, or special casino bonus for online poker VIPs) and can bolster the brand’s reputation. It’s no coincidence that the biggest online poker operators (PokerStars, partypoker, WSOP) have also built sizable casino/sports operations: the trust and traffic from their online poker network became a foundation to upsell and expand. In summary, online poker liquidity isn’t merely a online poker department concern – it’s a strategic asset that can lift the entire platform’s performance. Supporting the online poker network yields outsized returns via higher player activity and loyalty across the board (SCCG Management, 2024).

Poker as an Omni-Channel Driver (Online to Live)

Another often-overlooked strategic benefit of online poker is how it bridges the online and brick-and-mortar casino worlds, driving incremental value to physical properties. Poker players, perhaps more than any other online gamblers, crave live experiences: big tournaments, casino online poker room action, and the prestige of major online poker events. Online operators have long capitalized on this by using online poker as a funnel to live events through satellite tournaments and promotions. For example, BetMGM Poker in New Jersey has successfully run online satellite qualifiers that let players win entries into major live online poker events in Las Vegas and at the Borgata Atlantic City – packages often include a tournament seat plus free hotel stays, travel stipends, VIP parties, and other perks (PlayNJ, 2023). These promotions effectively turn online poker into a marketing arm for the live casino business. A player who wins a satellite will travel to the host casino (on the operator’s dime), bring companions, stay in the hotel, dine on property, and likely play in cash games or other casino offerings while there. It directly increases foot traffic and revenue at land-based venues, far beyond the cost of the satellite package.

Historically, the rise of online poker has been directly linked to growth in live online poker and casino visitation. Jeff Ifrah, founder of the iDEA industry association, noted that the online poker boom of the 2000s (driven largely by online poker’s popularity) led to a “massive explosion of live poker,” bringing throngs of new customers into casinos who had never visited before (CardPlayer, 2024). In other words, online poker acted as a customer acquisition channel for brick-and-mortar casinos, demystifying the game for novices online and then inspiring them to visit casinos for the real thing. Studies (including a comprehensive report by Eilers & Krejcik Gaming) consistently show online poker drives growth in live gaming, enhancing rather than reducing visitation and spending at physical casinos.

For an operator that has both online and land-based assets (or partnerships), online poker can be a key omni-channel driver. Online poker tournaments can feed into live tournament events, which in turn create stories and champions that fuel online engagement – a continuous loop. A player winning an online satellite to a major event not only generates spend at the event, but when they return home, they often remain a loyal online customer (with enhanced status or stories to share, which attracts others). Even for online-only operators, partnering with live tours or casinos via sponsored events can extend their brand presence into the physical realm, giving VIP players unique experiences. All of this stems from online poker’s unique status as a social competitive sport as well as a gambling game. It creates aspirational moments (winning a trophy, traveling to a tournament series) that pure online casino play cannot. Thus, the value of online poker should also be measured in how it elevates the brand and revenue of the wider casino ecosystem – driving hotel stays, F&B sales, and increased play across channels. As one article put it, offering these online poker-to-live experiences positions online poker as “a gateway to the mainstream online poker scene,” attracting more players and strengthening the community on and offline (PlayNJ, 2023).

Conclusion: Poker as a Strategic Anchor in iGaming

It is clear that evaluating online poker by rake revenue alone dramatically undervalues its contribution. Poker’s direct revenue might be modest next to slots or sports betting, but its indirect and strategic impact is outsized. It boosts player retention and engagement which leads to higher profit margins than rake alone. It attracts a broad range of demographics, including younger and more social gamers who rejuvenate the customer base. It generates organic growth via streaming and community buzz. It serves as a cross-sell incubator boosting lifetime player value. A healthy online poker ecosystem also creates network effects that boost revenue naturally. And for omni-channel operators, online poker links online play with live casino visitation, driving incremental on-premise revenue and brand loyalty.

In strategic terms, online poker is a powerful engagement engine, consistently delivering value that extends far beyond direct rake revenue. Much like a hotel thrives by offering dining and entertainment options alongside room rentals, an iGaming operator can significantly boost overall success by nurturing online poker as a vibrant customer engagement hub. Investing in online poker—whether through promotional tournaments, jackpots, liquidity enhancements, or targeted marketing—drives increased user activity across the entire platform, amplifying returns across all verticals. As the online gaming industry continues to mature, operators increasingly recognize that a strong online poker offering helps differentiate their brands by appealing to a skill-oriented audience, fostering loyal communities, and indirectly boosting profitability across their broader gaming ecosystems.

In summary, online poker’s value to a platform is holistic: it’s a content offering, a marketing channel, a community builder, and a retention tool all in one. The smartest operators view online poker not as a standalone profit center but as a strategic anchor that supports the entire portfolio. Those who leverage online poker’s unique strengths – its network effects, its appeal to key demographics, its cross-sell power, and its omni-channel reach – will enjoy greater overall platform success than those who focus only on the immediate rake. The evidence is clear that online poker, when integrated thoughtfully, enhances total platform value far beyond what its direct revenue numbers show. In a competitive iGaming market, that broader contribution can be the difference between a one-dimensional product suite and a thriving, dynamic gaming ecosystem.

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