Unibet.com has seen an impressive growth of 37% of its poker activities as compared to its counterparts who seem to experience a decline by 20%.
The company seems to have been making the right moves since 2013 when they announced their separation from the Microgaming Network to become a standalone poker room with its own software design.
Recreational Firsts
After leaving Microgaming Network, Unibet decided to use its recently gained independence to make a radical shift in their operation’s focus. Instead of rewarding regular players which comprise the bigger volume of the market – a practice commonly used in the industry – the room chose to focus their efforts on the recreational players.
Part of the change included allowing players to change their screen names up to 3 times a day to avoid being targeted by the sharks. They also got rid of bum-hunting with their quick seat lobby design which allowed players to immediately get seated and join a game they wanted to play in.
The most significant change was the blocking of HUDs and poker tracking software that allowed the more serious player to keep track of the gaming behavior and styles of poker players. In line with this, they also removed note taking to ensure the anonymity of recreational players who maybe considered milking cows.
All this effort was to protect the casual player who in recent years avoided clients they believed to be full of professionals who made poker their livelihood.
And to give these non-professional players the full package, Unibet offered one of the lowest rakes for micro-stake games at 1% rake with a cap of 1 euro for games up to NL4 and 3% rake with a cap of 2 euro for games up to NL10.
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Traffic on the rise
Success needs to be measured in numbers . The growing popularity of Unibet and its innovative offers comes with a rise in traffic. Now as independent operator, Unibet has experienced greater demand for higher limit games and has addressed this demand by offering games that run up to 2/4 for Pot Limit Omaha and Texas Hold’em tables. To reinforce this, they are also currently providing a High Stakes Cash Race which guarantees a prize pool of 40,000 euro.
V2 client on his way
Since Unibet’s groundbreaking transformation, competitors who have seen its success are gradually moving in a similar direction. Despite this initial success, Unibet continues to ride the wave and push the momentum even further by announcing the launch of a brand new poker client, Unibet “V2”. The launch date which was scheduled for October, has been postpone to an indeterminable date.
The software is developed in partnership with Fast Poker who is also developer of Relax Gaming. Keeping in line with their new thrust, Unibet poker room version 2 will integrates numerous new features that are radically different from what the community has been used to. Unibet will keep a heavy recreational and social focus in the hopes of luring more recreational players to the platform and bringing the fun back into the game.
Louis Hartwell
Graduated in Media Communication at the University of Lausanne, Louis Hartman is a co-founder of somuchpoker.com. He began his career in Cambodia as freelance journalist. In same time he was making his living by playing poker every night at that time. Intense learner, he read dozens of poker strategy books to improve his skills during many years. With a strong interest about poker "behind the scene" in Asia and his communication skills, Louis launched Somuchpoker in 2014.
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