Poker marketing ethics with Michael Josem

Poker marketing ethics with Michael Josem

michael-josem-art-customer-service-passion-providing-value2I’ve worked in poker for ten years and it is only recently that I have started thinking about whether we, as an industry, consider the ethics of marketing the game seriously. While I am ultimately a Libertarian where these things are concerned and believe consenting adults should be allowed to do whatever they want, that doesn’t mean I am at times uneasy when we underplay the gambling side of the game or indeed overestimate the skill element. I recently saw my poker industry Twitter chum Michael Josem discuss this in a very interesting interview with Lee Davy and it compelled me to want to discuss this myself. 

Michael Josem has worked in game security and public relations for PokerStars, and was previously one of the lead figures in exposing the UB/Absolute Poker scandals. He now works as the Innovation & Promotions Manager at 138.com. You can learn more about Michael at his website

I should point out that I normally go into these interviews with a firm idea of what I think on a subject but in this case I really used Michael as a sounding board to try and figure out my own views on ethics and poker marketing. I’m still unsure where I stand on many of the things we discuss, but I thank him wholeheartedly for helping me mull a lot of this over.  [Read more…]

How to spot what’s trending early in poker

How to spot what’s trending early in poker

Most people are tech savvy these days and there are few ‘secrets’ in poker, or any other industry. We all know about the trending feature on Twitter, we all have news sites we check daily and most of us know the zeitgeist of the day.

how to twitterWhich in a way makes it even more important to be first through the door when a new trend appears. Jaime Staples and Jason Somerville managed to get sponsorship from PokerStars because of their early adoption of Twitch. Likewise Doug Polk has become a megastar, and Joe Ingram has become a cult star, because of their early embrace of YouTube, which everyone is now trying to get in on. Few people even bother trying to enter the live reporting game these days, because PokerNews established themselves as the place to go for that very early. I think the books I cowrote with Jared Tendler were successful because Jared is a genius at what he does, but we benefited from having very little competition in the ‘mental game’ space at the time, but there is a lot more now. There are exceptions all the time, of course, but getting in early is always a benefit.

I’m no expert on spotting the next big innovation in poker, in fact I am usually the guy writing about the thing I never predicted, but I do have a few tricks for finding out what is trending or what big stories are breaking in poker that anyone, poker media or operator alike, can benefit from: [Read more…]

Tweeting the WSOP with Kevin ‘KevMath’ Mathers

Tweeting the WSOP with Kevin ‘KevMath’ Mathers

kevmathIf you want to know what is going on in the world of #PokerTwitter you can curate a Twitter list of all the movers and shakers in the industry, or you can just follow @KevMath. Kevin ‘KevMath’ Mathers is a one man Twitter aggregator and has just announced he will be handling the official @WSOP Twitter account for the World Series of Poker for the 2nd year in a row. I caught up with most familiar name in poker social media:

BC: Congratulations on once again being the man behind the @WSOP Twitter account. Given how many questions you field on a daily basis, this is more of a customer service role than a marketing one right?

KM: It is kinda a customer service role. I’ve been doing this on my own Twitter account for years, people would ask me questions all the time when I worked for Bluff, so it wasn’t like I was doing anything additional. People were saying you “should be getting paid for this Kevin” so I sent a DM to Twitter to Jack Effel asking if he would consider hiring me to run the WSOP Twitter account, and we worked out a deal. Seth Palansky was running the Twitter account previously and ran into a few situations where he wasn’t using the account for customer service reasons. I figured people respected me on Twitter so I offered to help me out and they went with it. [Read more…]

Live reporting the WSOP with Matthew Parvis

Live reporting the WSOP with Matthew Parvis

Matt ParvisThis month PokerNews were announced as the official live updates partner of the World Series of Poker after a two year hiatus. I used to work for PokerNews but since leaving them have for the most part been out of the live updates game, it’s something I simultaneously miss and never want to do again because it’s very exciting and very hard work. I was really interested to learn about how the live updates industry has changed since I left PokerNews, most notably because I feel that the ubiquity of live streams may have proved a disruptive force, so I caught up with my old boss Matthew Parvis to learn more.

BC: Congratulations on PokerNews deservedly becoming the official WSOP live updates partner. What made the WSOP come back to you guys after trying to handle it themselves in-house?

MP: We maintained a conversation over the past two years. When the WSOP shifted from being just a live event to also an online operator, it changed the commercial dynamic around what we as PokerNews could and couldn’t do. It made it more difficult for us to find sponsors to sponsor coverage for a competing operator.

Clearly there are benefits to PokerNews in terms of traffic, but there are benefits to the WSOP in terms of taking the strain off them managing the teams both on the grounds, and behind the scenes making sure the user experience is top notch. That’s something we talked to the WSOP about, after having done it I saw the pains and hurdles you have to jump through. We put our heads together and think it will be a win-win for everybody in poker. [Read more…]

How to grow a YouTube poker audience with Thomas Keeling

How to grow a YouTube poker audience with Thomas Keeling

screen-shot-2016-11-18-at-13-52-58As you will have already read, my interest in the poker industry this year is clearly going to be on YouTube poker, which I think is where we will see all the innovative content and marketing. When I discovered the man behind the Doug Polk YouTube account was Thomas ‘SrslySirius’ Keeling, I knew I had to speak to him because I have always respected his work and knew that Polk’s channel growth was no fluke. Normally for interviews I would do edited highlights but I think there is so much we can all learn from this I’ve decided to reproduce it verbatim.

I really have learned a huge amount from this short chat, I hope you do too:

BC: The reason I reached out to you was because I was really impressed with your headlines and thumbnails on Doug Polk’s channel, which mirror what I have tested works (on a smaller scale). Did you develop these through trial and error?

TK: For the most part we’ve come up with this stuff via trial and error, much of it from observation of what works for other channels on YouTube, but most of it has been testing, watching the results and seeing what happens.

BC: Other than views, what are the metrics that are allowing you to test what works and what doesn’t in YouTube analytics?

TK: The analytics available on YouTube are quite robust now. In addition to raw views you can look at things like average time the viewers spend watching, viewer retention, engagement, likes and comments.

Unfortunately you can’t see clickthrough rates on thumbnails, you can see how often they are coming up on these new end cards. We also look at velocity, how many views are coming in the first 24-72 hours when a video is released. We have seen that the videos with high velocity have come when we’ve had good thumbnail and title combinations. [Read more…]