Features that affect poker operators' revenue: With examples

The online poker industry is a very dynamic and highly competitive space where poker platforms must continually adapt to market conditions and evolving player expectations or simply go bust. Historically, poker operators earn their bread through a mix of traditional commission models, like rake and tournament fees, and modern in-game features that attract a more tech-savvy audience.

In this article, Nikita Golodaev, Business Account Manager at EvenBet Gaming, brings a unique blend of professional poker experience, knowledge of poker IT products, and a deep understanding of business dynamics. These insights will be useful for poker operators who wish to optimize their revenue streams through data-driven decision-making.

How Poker Rooms Stay Profitable

Poker operators earn their revenue primarily through commission-based models and additional in-game features.

Rake from cash games: traditional rake or commission taken as a small percentage of each cash game pot is the main poker room revenue source. Essentially it’s a compensation players pay to the platform for providing the infrastructure, security, and access to the games. The exact percentage usually varies depending on game types, stakes, and regional market situation.

Tournament entry fees: another traditional revenue stream. Players pay an entry fee to participate in the tournament. This sum includes the buy-in amount (which forms the prize pool) and an additional fee that goes to the operator. For example, if a tournament buy-in is $10, a typical commission would be around $1, which makes for a total fee of $11 per player.

Additional in-game features: beyond these two fundamental revenue streams known to every poker room, operators can opt for more innovative features:

• Insurance: when there is a large pot or a high-stakes play, players may pay extra to secure their all-in bet. Of course, it’s available in select cases and only when the platform supports such a feature.
• Rabbit Hunting: this feature allows players to pay a nominal fee to see what cards would have appeared if the game had continued beyond a flop or a turn. For players, it represents a learning opportunity as it helps in developing their skills and an additional layer of entertainment — the answer to the proverbial "what if".
• Tip the Dealer: recently introduced by EvenBet Gaming, this feature lets players reward dealers for their professionalism or smooth running of the game, for example. A portion of this tip goes to the operator.
• Customization: digital avatars, themed card decks, table designs, and other personalization options create a unique player experience and make your poker room stand out in the competition. Needless to say, all these features also bring additional income.
• Club-Based Revenue Models: some platforms incorporate smaller, in-house poker clubs that operate within the main poker room. These clubs add to the revenue by purchasing virtual money necessary to run the games and rarely, a small rake percentage — thus benefiting both the club and the primary operator.

Together, these revenue channels create a steady income structure.

What Influences Poker Operators' Profits

Like almost anything else on this planet, the revenue streams of a given poker room are influenced by a mixture of external and internal factors. While external factors are similar to a force of nature that is to be reckoned with, internal factors are something you have power over and can use to your advantage.

External Factors

External factors are those beyond the direct control of the poker operator. They mainly include regulatory frameworks, market competition, economic conditions, and technological shifts.

Regulatory Changes and Compliance
To start with, every market out there has its regulations and requirements for gambling. To add insult to injury, these regulations often change and rarely make life easier for the operators. A few examples: new restrictions on advertising, limiting an operator’s capacity to attract new players, higher tax on winnings, or tougher licensing process.

Thus, India introduced sudden tax increases on gambling winnings in 2024; the UK is rolling out stricter financial checks, new slot betting limits, and a levy to fund gambling addiction treatment; the UAE has set up a national regulator to license operators and crack down on illegal gambling; the US lawmakers are pushing for higher taxes, ad restrictions, and a self-exclusion program. And this is just the tip of the iceberg.

Granted, most changes are meant to protect the players and keep the market in the legal zone. But adapting to these changes is not always easy and compliance may sometimes increase operational costs. On the other hand, staying up-to-date with the latest regulations is necessary to maintain player trust and long-term stability.

Market Competition
Today, the online poker space is more crowded than ever, with new platforms launching every other month and fighting for their share of the player traffic. It’s not surprising since technology providers like EvenBet Gaming make it easier for operators to enter the market. In this environment, standing out means constant innovation, unique game formats, superior customer service, and exclusive promotions.

Economic and Social Trends
It’s no secret that player behaviour is closely tied to broader economic and different social shifts. Take for example the COVID pandemic: it drove a surge in online poker as physical casinos shut down. On the other hand, during an economic downturn, players tend to spend less on games and limit their time in poker rooms. The growing awareness of gambling addiction and the emphasis on fair play, in turn, have led players to expect more from poker rooms, both in terms of technology and community.

Technological Advances
New technology is continuously reshaping the industry. Mobile gaming, blockchain-based payments, and advanced AI-driven analytics are improving the player experience, fraud prevention, and the overall efficiency of poker rooms. Payment innovations, in particular, are crucial in boosting poker’s accessibility and security.

Internal Factors

Internal factors include strategies that operators can control and improve upon in order to attract more revenue. These include player acquisition and retention methods, innovative game offerings, and effective marketing approaches.

Player Acquisition Strategies
I’ve seen the power of social media and influencer marketing firsthand — today, targeted ads and working with influencers are essential for attracting younger audiences. Affiliate and agent networks also play a major role, providing high-quality traffic through performance-based partnerships. At the same time, the good old SEO and content marketing remain irreplaceable for driving organic growth and building brand credibility over time.

Loyalty & Retention Programs
Retaining players is just as important as acquiring them. VIP memberships are a cornerstone of retention — on some platforms, these pro players generate up to 70% of total revenue. Offering exclusive rewards, private tournaments, and enhanced withdrawal limits keeps them engaged. Gamification that incorporates leaderboards, custom achievements, and tiered rewards also fosters a greater sense of community, which is essential for poker.

Innovative Game Features
Poker must evolve to stay competitive, there is no way around it. I would encourage operators to experiment with new variants like fast-fold or short-deck poker. Skill-based betting features where players wager on specific in-game outcomes can also introduce an exciting edge.And when it comes totournaments, a well-structured schedule is a must. Daily events keep engagement steady, while celebrity and live-streamed tournaments boost the poker room’s visibility and attract new sponsorships.

Examples of Increasing Poker Operator Profits

I would like to share a couple of case studies where poker operators have successfully increased their revenue by implementing some of the strategies I mentioned above.

VGW Holdings Limited, an Australian gambling company, reported a record revenue of $4.2 billion before prize payouts in the 2024 fiscal year.

Notably, a large portion of this success was due to Global Poker, VGW's flagship sweepstakes online poker platform, which generated approximately $203 million in revenue during the same period. This is yet another proof that integrating sweepstakes models with poker platforms allows operators to legally and successfully expand into regions with strict gambling laws while also enhancing player engagement and revenue.

This approach combines free-to-play games with opportunities to win tangible rewards, attracting a broader audience.

At one point, EvenBet Gaming collaborated with a well-established sports betting operator to integrate poker into the existing gaming services. The goal was to boost revenue and enhance player retention. The integration, which covered both customization and testing, spanned several months.

After the integration, the operator launched additional targeted promotions aimed at existing sports betting and casino players. Over the next nine months, the operator received a steady flow of new, active, and returning players and, consequently, a bigger revenue. Notably, the improved traffic flow did not abate even during the traditionally low seasons. This case underscores the potential of online poker to boost player engagement and LTV when effectively integrated and promoted.

As an example of features positively impacting operators’ revenue, I would cite jackpots. EvenBet’s recent study based on the customers’ data showed a stable 3-6% total rake increase in the poker rooms adding this type of reward at the tables according to our recommendations. Rakeback programs are similarly beneficial for player retention and engagement, resulting in more hands played by each user.

Closing Remarks

To maximize your revenue as an online poker operator, you need to carefully balance external challenges with internal innovations. External factors — from regulatory shifts and fierce market competition to economic fluctuations and technological advances — set the stage for the industry.

Operators must do their best to keep pace and be fast in adapting to these changing factors. However, it is the internal strategies, such as effective player acquisition, robust loyalty programs, and innovative game formats that ultimately determine your success — and these are the factors you can and must influence.

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