Full Tilt Poker to Rebrand, Expand Into Casino Gaming

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UPDATE 7/16: Parent company Rational has confirmed the rumors that Full Tilt will expand beyond poker into online casino gaming.

The official statement from Rational to OPR:

The Rational Group intends to expand our product offering to include casino style games on Full Tilt Poker. While adding new games, we remain committed to building our leadership in poker with PokerStars and Full Tilt Poker and continuing to deliver the highest quality poker experience to players.

These new games on Full Tilt will provide more gaming options with the same high quality player experience, integrity, security, safety and support that players have come to expect from our brands. PokerStars will continue to offer a Poker-only experience.

Original story follows

According to sources close to the process, Full Tilt Poker is in the initial stages of a rebranding and expansion.

FTP to offer more than poker

Details are still scarce, but the gist of the change is that FTP will be expanding its roster of offerings beyond poker. The initial word is that a full slate of casino games will be the first step in the expansion.

As for the name, expect a shift rather than a complete change. The “Full Tilt” will remain, but “Poker” will be dropped in favor of something broader like “Gaming.”

Why the move makes sense for PokerStars

You could fill up a few articles with reasons why a shakeup at FTP would be good business for Stars.

Here are a few:

  • PokerStars will need to have an internal casino platform to fully pursue the U.S. regulated market. Being poker-only isn’t helping them compete against 888 and Party, on a number of levels.
  • While certainly an online poker force, FTP appears to have plateaued at a point below expectations.
  • The brand is still tarnished in the minds of many.
  • Online casinos make money, especially if they start with a bankrolled player base.

More details as they emerge.

- Chris is the publisher of OnlinePokerReport.com. Grove also serves as a consultant to various stakeholders in the regulated market for online gambling in the United States.
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