PartyPoker Signs Dubini, Eyes Partnership with van Gerwen

July 21st, 2017

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PartyPoker Signs Dubini, Eyes Partnership with van Gerwen

Online poker site partypoker has added Argentinian poker professional Richard Dubini to its long list of ambassadors as it looks to increase brand awareness in the South American market. Dubini is one of the most respected and successful players in Argentina, both online and live.

He won the CAP Posadas Argentine poker circuit in 2012 and Event #43 of the EPT Barcelona in 2015, as well as achieved a career-best finish of 12th at the World Series of Poker (WSOP) Main Event this year, narrowly missing out on the final table, a haul that proved to be a major factor in his career earnings total.

He is currently seventh on the Argentine all-time money list and 108th in the Global Poker Index Ranking. He has amassed earnings of more than $1.5 million during his young career so far, with over a third of that coming at the 2017 WSOP Main Event, where he took home a life-changing sum of $535,000!

Tapping Into a Growing Market

Dubini will work with Brazilian player and fellow partypoker ambassador Joao Simao to speak to players throughout the South American poker circuit and garner their feedback. In turn, Dubini will also spread the partypoker name throughout the continent and particularly outside Brazil.

With a number of countries recently changing their gambling legislation to reflect the shift to online gambling, many online casino providers are targeting the growing South American market. In May of this year, the World Poker Tour (WPT) announced a new televised event in Uruguay as the organisation looks to extend its global reach.

Rival online poker site and leader in the industry PokerStars announced in February that this year’s PokerStars Championship and PokerStars Festival would stop off in Chile and Uruguay, among other countries around the world. Dubini himself competed in the PokerStars event in Chile in May.

Founded in 2001, PokerStars left the US market in 2006 and last year was acquired by GVC Holdings, a large gambling group that operates several betting and casino sites including bwin, Sportingbet and Foxy Bingo. Although still considered the leader in the industry, 888poker and PartyPoker are looking to take that crown.

Using Ambassadors to Increase Brand Awareness

The use of so-called ambassadors as marketing tools is an increasingly common tactic within the gambling industry as companies battle for customers in what is an intensely competitive market. partypoker’s list of these brand champions now stands at 18.

Dubini is joining fellow poker pros like Britain's Sam Trickett and Welshman Roberto Romanello, as well as former professional British boxer Carl Froch and German tennis legend Boris Becker (themselves keen poker players) on ‘Team partypoker’.

Many betting and casino brands also use celebrity ambassadors in their advertising. Earlier this year, LeoVegas unveiled Johnny Vegas as its fresh face, along with a new TV advert featuring the actor and comedian. Ray Winstone, perhaps best-known for his hard man roles in movies ordered you to “bet in-play, now” in bet365 adverts.

And for years, sports betting firms have been using famous faces from the world of sport – particularly football – to raise awareness of their their products and promotions, whether it’s Ally McCoist and Chris Kamara advertising Ladbrokes, or tough-tackling defender Stuart Pearce fronting Betfred’s campaign.

Could van Gerwen Be Next?

There are suggestions that Dutch darts star Michael van Gerwen could be added to partypoker’s rank of ambassadors. The Professional Darts Corporation (PDC) world number one was recently spotted playing cash games with poker player – and fellow Dutchman – Steven van Zadelhoff at the Rio casino in Las Vegas.

‘Mighty Mike’ is an avid poker player in his spare time. Given 28-year-old van Gerwen’s fame and the fact that partypoker sponsored the recent US Darts Masters event in Las Vegas, which he won, the two would certainly be a good match. Watch this space.

For those interested in checking out partypoker for themselves, head over to PartyPoker and download its in-house software free of charge. After creating an account, new customers can get a welcome bonus. Join in a poker tournament or have a spin on one of more than 200 slot games!

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