Amaya to target ‘emerging’ Asian market with PokerStars

Amaya to target ‘emerging’ Asian market with PokerStars

Thursday, March 19, 2015

Amaya Gaming has outlined its plans to strengthen the presence of its PokerStars online gaming brand in Asia after having identified an “emerging poker market” within the region. 

The gaming company, which last year acquired PokerStars' parent company Rational Group, has already unveiled various initiatives and strategies to help the brand increase its presence in various markets around the world. Amaya has now identified the Asian region as a key territory in which it believes PokerStars can grow.

The firm has developed a new strategy to help PokerStars achieve this growth and has already implemented certain aspects of the plan.

This has included the staging of a new Chinese event on the Asian Pacific Poker Tour (APPT). The 2015 Nanjing Millions event, which will be sponsored by PokerStars.net, will take place at the Nanjing Olympic Sports Centre from April 14-19. The main event will offer a guaranteed prize fund of one million yen (€151,000/$161,000).

APPT president Danny McDonagh said: “The growth of poker in China has been tremendous and we are committed to support this sport throughout the region. Nanjing is a key location that allows players from all over the country to participate.

“The previous two Beijing events last year were very successful and we are proud to be a part of this government-supported event.”

Amaya has also recently secured a deal for PokerStars.net to become a sponsor of Yuiko Matsukawa, one of the most highly regarded up-and-coming celebrities in Japan.

Under the sponsorship agreement, Matsukawa will serve as a brand ambassador for PokerStars and take part in various poker tournaments and marketing activities in order to help promote poker as a game of skill.

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