Ongame reels in the fish

Ongame has claimed its new model to incentivise licensees to bring in more recreational, net depositing players, or “fish”, to the poker network has resulted in an 8% year-on-year rise in this type of customer since launch.

The Bwin-owned network launched the Essence valuation model and operator rake distribution system six months ago as a way of rewarding rooms for bringing in the greater volumes of casual, often losing, players needed for the sustainable growth of poker rooms and networks.

Ongame this morning reported that numbers of net depositing players were at their highest in two years, and that the network had demonstrated 8% year-on-year growth in active recreational players since Essence was introduced. It also added that activity across other player categories, such as professionals, had not been impacted, and that pro players’ net winnings had increased.

The online manager for Ongame-powered operator Paf, Olad Brandborn, said the room had seen the benefits of the system in helping it bring in and retain the players “that benefit our poker ecosystem”.

“[This] in the end rewards our players since it helps us provide them a pleasant surrounding where there is less scavenging, but is instead allowed to flourish and prosper,” he said.

The B2B network’s introduction of Essence followed the Boss, Microgaming and Bodog Networks all introducing mechanisms aimed at rewarding rooms for bringing in greater numbers of net depositing players, or “fish”, in the wake of the industry’s 2009 debate over the negative impacts of rakeback on online poker networks.

Fredrik Kjell, head of poker at Ongame said the network was confident the system would succeed, but that it was “reassuring” to see it work as intended. “We have turned the tide on poker’s ageing business model. We now have it black on white that Essence helps create an even healthier ecosystem, in a way that is unique for the entire poker industry.”