Poker’s Existential Crisis: What It Means for the Future of the Game

At Devilfish, we live and breathe free-to-play poker. But like many who care deeply about the game, we’re aware of the challenges it’s currently facing. That’s why we wanted to shine a light on an insightful piece recently published by iGamingExpert titled “Poker and the Existential Challenges”. It’s well worth a read if you care about where poker goes next.

Here’s a quick summary of the key points of our interview:

1. Poker’s identity is being tested
The article explores how poker which was once seen as a mix of skill, psychology, and risk—has lost some of its cultural status and edge. Today’s players are more data-driven, the game more solved, and many new platforms focus on volume over experience.

2. Recreational players are being overlooked
A recurring theme is the decline in player-centric design. The needs of casual, community-focused players have been overshadowed by mechanics that favour pros and high-frequency grinders. This imbalance is hurting engagement and longevity.

3. Innovation has stalled—but there’s hope
While some major operators have leaned into aggressive promo models or copy-paste formats, there’s a growing sense that poker needs a refresh. The article makes a strong case for platforms to rethink what makes poker fun, social, and exciting again.

4. The solution lies in creating more meaningful experiences
The piece ends on a hopeful note: that poker can evolve and needs to. From new formats and fairer ecosystems to community-led innovation, the path forward is about giving power back to players—not just the platforms.

At Devilfish, this speaks to exactly why we’re here. We believe poker doesn’t need to chase trends—it needs to return to its roots, while embracing the tools and technology that can make it fairer, more social, and player-owned.

A huge thank you to iGamingExpert for publishing this important perspective. You can read the full article below and let’s keep the conversation going—because poker deserves better than a quiet fade. It deserves a comeback.

JJ Williams, CEO of Devilfish.com and W3 marketing writes for iGaming Expert analysing Poker’s Existential Crossroads and why the industry must rethink its foundations or risk losing a generation

Online poker has reached a pivotal turning point. Once the crown jewel of digital card games and a gateway for millions into online gaming, today’s dominant poker platforms face a harsh reality: their foundational model is not merely outdated—it is fundamentally unsustainable. If the industry fails to radically rethink how it engages with, values, and evolves alongside players, poker will become culturally irrelevant to the next generation. The stakes have never been higher.

The current poker model: A rake-driven race to the bottom

At the heart of today’s online poker economy lies a business model centred around rake—the platform’s commission on every hand played. While this model may yield profits in the short term, it is inherently flawed as it relies on one critical dynamic: a constant influx of new, inexperienced players (“fish”) to sustain the earnings of high-volume professionals (“sharks”). 

These professional players enjoy substantial rewards through rake back deals, bonuses, and VIP treatment. In stark contrast, the average recreational player—who constitutes the majority of the user base—loses money, experiences minimal enjoyment, and rarely returns. 

This creates an unsustainable feedback loop of extraction:

• New players are lured in through aggressive marketing which may not sit well in today’s strict socially responsible gambling dictums enforced by regulators.

• They deposit, play, and lose quickly.

• They churn out of the platform.

• The platform invests more to replace them.

This treadmill is economically unsustainable, marked by rising customer acquisition costs (CAC), declining lifetime value (LTV), and increasingly negative user sentiment. The current model thrives only for the elite 5%. For the remaining 95%, it is a losing game.

The emotional void: poker without soul

The glaring lack of emotional design in the current model cannot be ignored. Most platforms are functionally sound but culturally bankrupt. They prioritize fast gameplay, efficient rake systems, and sleek interfaces—yet they offer little in terms of narrative, identity, and community connection. This is a crucial oversight in an era where digital users, especially Gen Z, demand personalisation, self-expression, and meaningful engagement.

Let’s be clear: What drives player loyalty? Is it purely the promise of a win, or is it the feeling of being valued and recognized? Is it the size of the pot, or the story that unfolds at the table? 

Modern platforms are excessively transactional and neglect to foster long-term emotional connections. Poker, at its core, is a game of personalities, tells, tension, and storytelling. Yet, in the current environment, players lack identity—existing solely as usernames and dwindling chip stacks.

The existential threat: A disengaged new generation

The Game of Poker is over 200 years old – it has lost some of its cultural relevance. The next generation of players isn’t just tech-savvy; they are emotionally intelligent, brand-conscious, and driven by values. They reject extractive systems and rightfully expect digital platforms to mirror their identities.

They engage with platforms like Fortnite, Roblox, and Discord—not merely for the content but for the culture. These platforms empower users to build identities, tell stories, and develop socially and emotionally—even competitively—without financial burdens. Traditional poker, however, offers none of these benefits.

If the industry continues to dismiss the emotional experience of its players, it won’t just lose revenue—it will lose relevance entirely. Without significant transformation, poker risks becoming a cultural relic, fondly remembered but rarely played.

The need for player-centric transformation

To remain relevant, poker must shift from an extractive financial model to a value-driven player journey. This transformation hinges on three critical shifts:

From competition to community  

Poker platforms must transition from winner-take-all arenas to inclusive spaces for growth. Tournaments need to reward not just victory but also creativity, sportsmanship, and collaboration. Leaderboards should reflect emotional intelligence and mentorship, not just chip counts.

From deposit to identity  

Player’s ought to be assessed not by their financial deposits but by their engagement and growth. The next wave of poker players will have digital identities—avatars, traits, and reputations—that evolve over time. These identities should be meaningful, portable, and player owned.

From profit to purpose  

The future of poker will be defined by systems that reward participation and progression rather than mere volume and rake. This includes opportunities for cosmetic customization, creator-led experiences, social storytelling mechanics, and free-to-play ecosystems that generate revenue through personalization—not pressure.

The rise of storytelling and player brands

Very soon, players will not just be anonymous accounts; they will be micro-brands in their own right. Just as influencers craft narratives on Twitch or creators design levels in Fortnite, poker players will forge personal poker identities that carry significant social currency.

These identities will tell powerful stories:

– How do they play?

– What do they value?

– What tribe do they belong to?

– How do others perceive them?

This shift creates a potent feedback loop of emotional engagement:

– The platform facilitates expression.

– Players co-create and shape their experiences.

– Community bonds strengthen.

– Loyalty evolves organically.

The time for action is now. The poker industry must adapt or risk falling by the wayside.

Original article published on igamingexpert.com 30th April