Amaya Gaming continues to make strategic changes to PokerStars and Full Tilt Poker’s (FTP) marketing and brand promotion strategies. Ever since Canadian based Amaya Gaming took over PokerStars and FTP change has been in the air. In October, PokerStars and FTP announced that they were shutting down operations in over 30 countries were profits were lean. The strategy was to concentrate on potential markets that could be scaled leading to high profit generation.
Full Tilt Poker recently announced that it was making changes to its marketing and brand promotion campaign. In the past, FTP has formed partnerships with an elite group of professional poker players who would in turn advertise, endorse and promote the brand. Some of these poker players included the likes of Phil Ivey, Chris Ferguson, Howard Lederer and Phil Gordon. FTP’s policy has been to hire the most popular and top performing poker players in the industry who go on to represent the FTP brand and bring in more business for the company.
Gus Hansen and Viktor Blom have been also been among FTP’s top brand ambassadors but their partnerships were recently terminated by FTP. The company parted ways with both Hansen and Blom and wished them well in the career. FTP has also dropped a number of other brand ambassadors during the past year. The company stated that the main reason behind these decisions was due to a change in their marketing strategy.
FTP released a statement which said
We can confirm that Full Tilt’s sponsorship of Viktor Blom and Gus Hansen has expired. This follows a year-long review of the Full Tilt brand and a decision to move away from Pro-centric advertising to focus on the experiences and stories of the vast majority of our players. Full Tilt will celebrate the excitement, fun and intrinsic enjoyment of playing our poker, blackjack, roulette and slots games. A new TV campaign will launch imminently, representing this new approach. There will be more news on this later in the week
FTP will now look to roll out a strategic marketing campaign that will target a wider audience in an effort to increase new player acquisition.
Instead of basing the marketing campaign around a few popular names, Full Tilt Poker (FTP) new strategy will involve more social media and brand promotion strategies that publicize FTP’s offerings and latest promotions. The company will carefully monitor and measure the new campaign results to see if its new strategy pays better dividends than Hansen and Blom.