It looked like the end of the road this week for the Prima network site Lucky Nugget poker room.
Belle Rock Gaming was advising affiliates that traffic would be re-directed to their flagship poker room at The Gaming Club.com, another member of the network.
The advisory said that “Belle Rock Gaming is consolidating all its poker brands into one strong, phenomenal brand. One brand means more control, better customer service and improved player retention.”
It went on to advise that the change will ensure that all players are carefully looked after, leading to increased play and extended player lifetimes.
All current Lucky Nugget poker room players will be able to continue their game play without disruption. If players click onto either text links or banners, they will be automatically redirected through to a new home page that will then prompt them to click through to The Gaming Club Online Poker Room.
The change will not effect affiliate commissions in any way and systems are in place to track players through to The Gaming Club.
In fact, says Belle Rock, this is good news for affiliates because they will only have one major poker brand on which to focus player retention efforts, giving them better control. And for the players, this is apparently an improvement too, as they will undoubtedly find the bigger online poker environment more attractive.