PokerStars’ Strategic Collaborations Sees a New Era in Live Poker Events
As PokerStars celebrates the 20th anniversary of the European Poker Tour (EPT), the company is expanding its reach by forming strategic collaborations with other major poker tours, reshaping the landscape of live poker and offering new opportunities to players worldwide.
Julien Liarte, PokerStars’ Live Events Senior Business Development Manager Europe, recently shared insights into these developments during an interview at the UK & Ireland Poker Tour (UKIPT) London.
UKIPT London, hosted at the iconic Hippodrome Casino, continues to be one of PokerStars’ flagship events in the UK. “UKIPT London is particularly special for us, especially given our long-standing relationship with the Hippodrome Casino,” Liarte noted. This event has become a fixture in the UK poker calendar, attracting players year after year.
This year, PokerStars added a new dimension by bringing in numerous team pros and ambassadors, creating one of the series’ most memorable nights. Hundreds of players turned up for a special meet-up game, competing against their poker heroes in a lively atmosphere that truly captured the spirit of the game.
Extending A Collaborative Olive Branch
Beyond UKIPT London, PokerStars has sought new ways to engage with the global poker community through strategic partnerships with other tours. One of the most notable collaborations is with the Irish Open alongside Paddy Power, another brand within the Flutter Group.
“The Irish Open is one of our best and biggest $1K events of the year,” Liarte explained. The collaboration allows PokerStars to tap into a well-established event known for its substantial prize pools and vibrant atmosphere in Dublin.
“We’re thrilled to partner with the Irish Open team and Paddy Power,” Liarte added, highlighting the company’s strategy to align with established brands and events that have cultivated a strong community over the years.
PokerStars Actively Reaching a Broader Audience
PokerStars has also made a significant impact by collaborating with the Grosvenor Poker Goliath, a cornerstone of the UK poker scene.
“If you ask any poker player in the UK about Goliath, they know it,” Liarte said. The Goliath series is renowned for its high-quality live poker experience with accessible buy-ins, making it a favorite among recreational and professional players.
For PokerStars, collaborating with Goliath is about more than brand visibility—it’s about connecting with a broader audience. “We’re building a relationship with Goliath that helps us reach players who might not usually participate in UKIPT and EPT events,” Liarte explained. “It was a perfect collaboration opportunity. We ran online qualifiers, had a PokerStars desk, and placed staff on-site to experience firsthand what players have been enjoying for years.”
Another significant partnership is the Dolce Vita series in Cyprus, which emerged from collaborating with Italian organizers. Due to regulatory challenges in hosting land-based events in Italy, Cyprus has become an ideal alternative.
“For players who have been to Cyprus, they can attest that it’s a fantastic place for poker,” Liarte remarked. The Dolce Vita event was a resounding success, breaking records and establishing Cyprus as a prime destination for future poker tournaments. “We were thrilled with the project and the massive success it achieved. We’re excited to continue exploring these impactful events in the future.”
These collaborations signify a major shift in PokerStars’ approach to live events. By partnering with established brands and leveraging their strengths, PokerStars is creating unique and memorable experiences for players worldwide.
Calum has been a part of the PokerNews team since September 2021 after working in the UK energy sector. He played his first hand of poker in 2017 and immediately fell in love with the game. Calum has written for various poker outlets but found his home at PokerNews, where he has contributed to various articles and live updates, providing insights and reporting on major poker events, including the World Series of Poker (WSOP).
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