ONLINE POKER
In contrast, emerging markets such as Africa and Southeast Asia see poker play a very different role. With less developed infrastructure and less player familiarity, poker often functions as a standalone entertainment product. Local games like Rummy, Teen Patti, and Call Break serve as gateways, introducing users to card play before they graduate to Texas Hold’em or Omaha. “Flexibility is our main objective,” says Starostenkov. “In mature markets, we push innovation for retention. In emerging markets, poker is still self-sufficient. Our job is to adapt the offering to the market’s specifics.”
REGULATION: POKER’S SQUARE PEG IN A ROUND HOLE For all its potential, poker faces a persistent regulatory challenge: being lumped in with online casino games. Despite being a game of skill with a distinct revenue model — rake from pots rather than house edge — many jurisdictions regulate poker under casino frameworks, often applying unfavourable tax regimes.
The consequences are severe. “Poker players’ behaviour and revenue per user are very different from casino users,” notes Starostenkov. “Many regulators don’t understand this difference.”
The most fertile ground, he argues, lies in pre-regulated markets such as Brazil. “At that moment, poker operators have a good chance of growing explosively and creating reputation and liquidity by the time regulation is set.” If poker were recognised as a separate vertical, he believes, far more markets would open, making launches easier and more sustainable.
TECHNOLOGY AS A GAME- CHANGER
Looking ahead, technology promises to reshape online poker in ways that extend beyond smoother integration with sportsbooks. Artificial intelligence is at the forefront: detecting bots, analysing behaviour, matchmaking players by skill level, and even serving as practice opponents to help newcomers learn the game.
“Playing poker against AI could be an interesting turn,” says Starostenkov. “We already play chess against it — why not poker? In social or play-money formats, it could be a powerful tool for skill development.” EvenBet is also investing in lighter, mobile- first applications for bandwidth-constrained markets, cryptocurrency payment systems for global flexibility, and AI-driven analytics to help operators personalise promotions and detect risks. Behind the scenes, unified wallets, one-time KYC, and consistent UX are ensuring that players transition between poker and sports without friction.
LEADERSHIP, CULTURE, AND EXPERIMENTATION
As EvenBet has grown, so too has its internal structure. What began as a startup ‘family’ has
GIO SEPTEMBER 2025 13
evolved into a company requiring clearer processes, roles, and management systems. Yet, Starostenkov insists, the culture of innovation remains intact.
“No improvement in management should hurt the team spirit, our openness, and our innovation-first mindset,” he says. Top-level managers remain approachable, and the company actively experiments through initiatives like FlexPlay, a sandbox for casino aggregation projects that allows EvenBet to test new business models without diluting its poker-first identity.
This willingness to pivot and experiment is, in Starostenkov’s eyes, non-negotiable. “Experiments — successful or not — must be part of the product strategy. The readiness to drop what doesn’t respond to market needs was probably the main lesson of our journey.”
THE ROAD AHEAD
So, where does all this leave online poker in the evolving multi-vertical iGaming ecosystem? Not as a competitor to sports betting or
casino, but as a complementary force. Poker may never rival sportsbooks for visibility or slots for raw revenue, but as a retention engine, a community builder, and a steady counterweight to volatility, it occupies a role no other product can match. EvenBet’s mission is not to dethrone PokerStars, but to equip operators with poker rooms that slot naturally into broader ecosystems. “Our goal is to make poker a convenient tool for operators,” Starostenkov says. “We want it to complement their portfolio without needing to be their biggest business unit. In November 2025, we will launch a new poker-based product that has all the opportunities to change the game for such operators, so keep your eyes on the news.” In a world where players refuse to be boxed into single categories, and where revenue models must withstand global shocks, poker has found its moment. It is not the loudest vertical in iGaming, nor the flashiest. But as operators increasingly discover, it may well be the most essential.
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