ONLINE POKER
The glue in the game: How online poker anchors multi- vertical iGaming and sports betting projects
In an industry as fast-moving and competitive as iGaming, few operators today would dare to build their future on a single vertical. Slots may generate revenue, sportsbooks may capture headlines, but without a balanced portfolio, volatility is inevitable. It is here – in the space between acquisition and monetisation – that online poker is quietly cementing itself as the glue binding together the iGaming ecosystem.
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o one has a clearer perspective on this shift than Dmitry Starostenkov, CEO of EvenBet Gaming. Having guided his company from a modest coding startup into one of the world’s leading poker software providers, Starostenkov is uniquely positioned to comment on how poker is evolving from a niche pastime into a strategic pillar of multi-vertical platforms. “Sports betting is a natural acquisition tool due to the high sports visibility in mass media,” he explains. “Casino games work as revenue generators. Online poker provides unique retention tools. Every vertical takes its niche.”
FROM ACCIDENTAL BEGINNINGS TO GLOBAL SCALE
Starostenkov’s path into iGaming was anything but conventional. Though originally drawn to chemistry, he pivoted toward programming as the internet gained traction. In 2004, a German client asked his small team to create a poker game — and the project that would become EvenBet Gaming was born.
Today, EvenBet operates over 200 projects across nearly 40 countries, serving more than 72 million users. What began as a $4,000 experiment has become a global provider defining the role of poker in modern iGaming. Starostenkov credits this growth not to a rigid strategy, but to relentless adaptability. “Success is only possible if you are ready to make a lot of attempts without giving up,” he says. “If you create a product that doesn’t work, you start working on another one. Every attempt should be from a different perspective. Adaptability is the most important entrepreneurial skill, especially in our industry.”
WHY POKER MATTERS IN A MULTI- VERTICAL WORLD
The fundamental dynamics of poker haven’t changed: a deck of cards, chips, players making
12 SEPTEMBER 2025 GIO
sessions last 35 per cent longer when users engage with both verticals.
“Operators who run both verticals aren’t just diversifying or following trends,” Starostenkov argues. “They’re building businesses that understand how real players actually behave.”
SYNERGY IN PRACTICE: POKER + SPORTS
Dmitry Starostenkov, CEO, EvenBet Gaming
decisions with limited information. But online poker in 2025 is a very different animal from the game of a decade ago. Players no longer fit neatly into silos of ‘bettor,’ ‘casino user,’ or ‘poker player.’ Instead, they fluidly move between verticals, shifting from a football bet to a poker table to a quick slot spin, all within the same platform.
This behavioural evolution has transformed poker into a retention powerhouse. Unlike sportsbooks, which surge during major events, or casinos, which chase high turnover, poker generates steady engagement year-round. Players who cross between sports and poker are significantly more valuable: according to EvenBet data, retention jumps by 40–60 per cent, deposits occur 2.5 times more frequently, and
Consider what happens during the big football events. Sportsbooks see traffic explode, but poker rooms may fall quiet as fans turn their attention to matches. Yet operators with both products can cross-promote strategically: a €15 free bet dropped into poker players’ accounts during Champions League nights, or football punters offered free entry to online poker tournaments while waiting for kick-off. These synergies extend beyond promotions. Loyalty programs now span across products, poker tournaments adopt sports themes, and hybrid games — like fantasy leagues with poker-style buy-ins — bridge communities. Even influencer campaigns are merging, with athletes and streamers who straddle both poker and betting audiences amplifying engagement. The business case is compelling: smoother revenue curves, stronger player lifetime value, and lower acquisition costs per active user. For players, it simply feels like a seamless entertainment ecosystem.
EMERGING VS MATURE MARKETS The role of poker, however, varies widely depending on market maturity. In Europe, where sports betting and poker ecosystems are well-developed, operators expect poker to serve as a refined retention tool. Here, EvenBet focuses on innovation: new poker formats, AI-powered matchmaking, and products designed specifically to complement other verticals.
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