In a struggling poker market, Playtech has embarked on a major overhaul of its iPoker network.

It has made a number of shrewd strategic moves, such as launching a new player valuation system to better segment players, and creating space for new recreational players without pushing away the experienced ones. CRM tools have been improved to strengthen clients’ ability to target these players, all supported by a new centralised promotion system. In short, if an operator is looking for a third-party poker client, there are no better options.

Playtech may have not seen rapid growth in new customers in the past year, but that's simply because it already works with all the top-tier operators. Instead, it has achieved an industry first with the establishment of the cross-border poker network, through a partnership with Finland's Veikkaus and Austria's win2day.

With legislation to facilitate pooled liquidity on both sides of the Atlantic, cross-border poker networks are the future. In Europe Playtech is working to secure a significan first-mover advantage.

It has an innate ability to pick out key trends as they are being adopted, and this is the latest example of that talent being put to good use.



GIA 2018 Winners:

Sports betting operator of the year - Sky Betting & Gaming
Poker operator of the year - PokerStars
Bingo operator of the year - Stride Gaming
Casino operator of the year - PokerStars Casino
Social casino operator of the year - Aristocrat Leisure
Lottery operator of the year - La Française des Jeux
One to watch – operator award - VideoSlots
Operator innovation award - The Stars Group - Stars Rewards
eSports operator of the year - Pinnacle
Marketing campaign of the year - LeoVegas -
Social casino supplier of the year - Scientific Games
Sports betting supplier of the year - SBTech
Bingo supplier of the year - Playtech
Marketing solutions provider of the year - Beehive 
Casino supplier of the year - NetEnt
Game of the year - Playtech - Age of the Gods
Supplier innovation award - Scientific Games OneVoice
Lottery supplier of the year - Scientific Games
One to watch – supplier award - Red Tiger Gaming
eSports supplier of the year - Betgenius
Responsible gambling operator of the year - NO ONE