With characteristic marketing flair and wide publicity, Virgin owner Sir Richard Branson launched subsidiary Virgin Gaming’s revamped online poker offering this week.
Powered by Boss Media (see earlier report) and a member of that provider’s network there has been extensive site redesign from the original offering introduced last year.
Company spokesmen said that Virgin will be aggressively marketing the site early in the new year with some innovative tournament work including a branded “The Big Three” in which the winner gets sponsored entry into the three largest land poker tourneys available globally.
Company officials said the full cross-marketing opportunities afforded by the diverse Virgin group would be deployed to build interest and success.
“Virgin Poker will use the resources of sister companies throughout the Virgin group to add new value to our players’ experience,” Simon Burridge, the chief executive of Virgin Games, told reporters and poker enthusiasts in Sir Richard’s garden.
Champagne flowed and superior canapes were served prior to a game of Texas Hold em – poker’s most popular game – in which the last player standing won a weekend in Marrakech.
Virgin has some catching up to do, but noone should underestimate the resources and marketing talent of this British business group.
Virgin Poker believes it will shake things up thanks to benefits available from the company’s other business. Players will be able to accumulate Virgin air miles and loyalty points that can be cashed in for Virgin products. There will be also prizes such as Virgin flights and weekend trips.
The site will include a generous loyalty program, blogs by players, poker writers and enthusiasts, and a poker school that includes live online tutorials to take newcomers through the basics of the game.
Virgin Poker is particularly keen to attract people who have never played before – “poker virgins” – by emphasising the light-hearted side of the game. CEO Burridge says: “Our message is clear; it’s not just about winning money, it’s about creating a fun, social environment where poker can be enjoyed.”
Unfortunately for US players they will not be welcome on the site due to the American legislative tangle on online gaming. Advanced software will be used to block US players, enabling the marketing effort to be concentrated in other key poker market segments.
Virgin also has plans to make Virgin Poker available on its trains and planes, although there will be betting limits. “We don’t want anyone landing in Las Vegas down GBP 25,000. It’s not a great way to start a holiday,” joked one Virgin executive.