Ultimate Poker has arguably been the most proactive online poker site in the U.S., employing virtually every strategy barring the kitchen sink to see what works. Specifically, they have concentrated on promotional and marketing endeavors.
Ultimate Poker has undergone numerous changes since it dealt its first hand of legal online poker in Nevada on April 30, 2013. The company has not only seen a rotation of sponsored professionals, but it has also experienced significant turnover in its management team.
The primary reason for this is the departure of Joe Versaci from his position as Chief Marketing Officer, and his replacement by Todd Kobrin, who previously worked at 888.
The company has made numerous correct decisions but also many mistakes. However, Ultimate deserves commendation as they continuously strive to innovate and enhance their product and brand.
Live And Online Convergence
UP has taken the decision to try their hand at WSOP/WPT, mirroring their blend of live and online poker. This was announced with the introduction of their Ultimate Poker Live Series at the Green Valley Ranch.
The series blends online tournaments and live qualifiers, with multiple qualification methods including topping the weekly MTT leaderboard, all culminating in a live event. Ultimate Poker states that the Main Event at Green Valley Ranch will host between 50 and 80 participants and guarantees a prize pool of $10,000.
Unlike single tournaments such as the WSOP or WPT events at the Borgata, Ultimate Poker aims to turn the Live Series into a recurring monthly event.
It’s uncertain how this will be perceived, given that the prize pool may not be enticing enough for tournament grinders, and the entry fee for qualifying tournaments may be too high for the average micro-stakes player who might be drawn to a $10k guaranteed event.
Nevertheless, Ultimate Poker’s readiness to merge their online and live products is a significant move, and one that other poker sites should consider putting more effort into implementing.
Since their launch, I have credited UP a lot for their innovative thinking, and their latest promotion is no different.
The YouTube Medium
Ultimate Poker has established a unique presence on YouTube. Not only has the site created video series for its sponsored pros, but Ultimate Gaming CEO, Tom Breitling, frequently features in online videos that provide updates about the site and the company’s overarching vision. These videos are part of a series titled, Year 1: Lessons Learned.
Currently, UP’s YouTube channel hosts 75 videos. These videos cover a wide range of topics, including UFC matches, the first hand of legalized online poker dealt by Ultimate Poker in the U.S., and strategic poker content.
Sponsored Pros And Web Videos
Upon initially going live, the site amassed a substantial list of sponsored poker professionals. However, they have since reduced this to a mere four players.
These four individuals, Antonio Esfandiari, Danielle Anderson, Dan O’Brien, and Jason Somerville, are heavily marketed players. Notably, Antonio Esfandiari serves as a brand ambassador.
Jeremy Ausmus, Randy Dorfman, Phil Collins, Brent Hanks, William Reynolds, Lauren Kling, and most notably Terrence Chan are no longer present.
It’s unsurprising that all four remaining players on the roster have been involved in UP’s marketing endeavors, particularly regarding web videos. As previously mentioned, UP appears to be employing a strategy of trying everything to see what works, and these four players are the ones who have “stuck.”
Antonio Esfandiari participated in a six-part web video series titled Strip Magic, where he returned to his roots and performed street magic in Las Vegas.
In the popular Me vs. U series, Dan O’Brien and Danielle Anderson engage in unconventional competitions, where the loser faces public embarrassment.
Jason Somerville is the host of a semi-regular podcast and essentially represents the site on social media.
In terms of this kind of marketing, UP has outperformed any other online operator in the U.S., despite recent complaints about their customer service department.
But is it enough?
Is It All About Software?
Ultimate Poker’s choice to debut with a simplified version of their software to be the first has certainly reaped benefits in Nevada.
The website presently holds a 1/3 share of the market, which is impressive given their roughly 1% market share in New Jersey. This is particularly noteworthy when considering that UP has a 2% share of the online poker revenue in New Jersey for the year-to-date, where a coordinated launch took place.
UP has essentially demonstrated that a first-mover advantage exists in online poker, having had a six-month lead over their competitors in Nevada. However, the duration of this advantage remains uncertain.
It’s evident that the software of Ultimate Poker falls short when compared to WSOP.com’s. Given that the software of WSOP.com isn’t particularly revolutionary, this disparity will likely become more noticeable as more companies with robust software platforms enter the market.
I believe the primary hurdle for Ultimate Poker remains this: until they have a competitive software client, all their other contributions to the industry will be futile.
