Roar Digital has pledged to relaunch partypoker as “national US poker brand” in a bid to restore its pre-UIGEA popularity.
The strategy starts in New Jersey with the forthcoming relaunch of partypoker on the latest GVC technology platform. Following that, Roar expects to launch the party brand in Pennsylvania within the next quarter.
“Party was the biggest poker network in the US prior to UIGEA,” Roar Digital CEO Adam Greenblatt told OPR.
“We’ve done some research and found there is some residual value in that brand to capitalize on. Our long-term plan is to be the poker market leader in the US.”
According to Greenblatt, liquidity will initially be ring-fenced in each state thanks to concerns over Wire Act enforcement.
Shared liquidity is the ultimate goal, however, with Pennsylvania potentially joining the multi-state poker alliance in due time.
The New Jersey upgrade — unveiled in other markets in November — involved a major overhaul of the partypoker mobile experience, including the introduction of portrait mode. That product is currently in the testing phase with NJ regulators, but Greenblatt says he expects a relaunch in the coming weeks.
He additionally reiterated that Nevada is not a priority for the MGM/GVC joint venture, with sports betting launches in other states the lower-hanging fruit for now.
Although the duo last week reported a loss of $32 million for 2019, Greenblatt forecasts significant strides forward in 2020. The BetMGM product should be live in 11 states by the end of the year.
“Roar is now running at pace,” he proclaimed. “We’re getting the plumbing right, and we’re now at match fitness in terms of delivering on our potential.”