The poker world was given the news last week that the World Series of Poker brand is reaching out to a wider plain and launching an online poker network in Italy. The deal is being done through the WSOP parent company of Caesars Interactive Entertainment Inc and the software company Microgame S.p.A.
Caesars Interactive Entertainment Inc is the biggest gambling corporation in the world and the owner of Las Vegas casinos Harrah’s and Caesers Palace. Microgame operates the largest online poker network in Italy which includes 120 sites and runs by the name of People’s Poker.
The new joint venture will utilize the current assets of Microgame’s network but will use the renowned WSOP brand, along with the current brand to upgrade the network’s position in the steaming online poker market in Italy. The newly regulated market is considered today as one of the most lucrative in the world and is being targeted by all major players in the global online gambling industry.
Caesers Interactive is concentrating on expanding its WSOP brand into the European and global markets. The brand is mainly based in North America right now but the group is determined to create a much larger presence across the entire world. The World Series of Poker is the biggest series of events in the poker industry so they have a fine starting block. The WSOP organizes a series of events and tournaments throughout the year both online and offline that involve a lot of money and some of the biggest names in poker. It all culminates in the November Nine WSOP Final Table every year.
This strategy is clearly reflected in Caesars CEO Mitch Garber response to the new joint venture: “This agreement is a logical step in our European and global expansion strategy to partner with leading local companies as we look to expand the WSOP brand”
