Speaking to iGaming Expert, Andrei Antipov, Founder of GipsyTeam, reflects on his journey from poker enthusiast to CEO of one of the game’s most influential communities. He shares how GipsyTeam has evolved into a full poker ecosystem, offering players everything from education and software to industry insights and lifestyle content.
Ahead of the upcoming SBC Summit and the Affiliate Leader Summit, Antipov also explores poker’s resurgence, the influence of social media creators, and the fundamentals of creating a successful and long-lasting partnership.
Affiliate Leaders: Hi Andrei, thank you for joining us today. Could you start by introducing GipsyTeam.com to our readers and share a little about your personal journey with the brand?
Andrei Antipov: Absolutely! GipsyTeam was established back in 2009, around the same time I first entered the world of poker, driven by the boom in Russia and across the CIS region. I was particularly inspired by Ivan Demidov’s second place at the 2008 WSOP and was an avid GipsyTeam user.
I continued to play competitive poker until 2015, all while working and exploring business opportunities. In 2017, I was invited to join GipsyTeam as an affiliate manager, drawing on my background in project management, customer service, and my own poker experience. I immediately accepted—and what had started as a hobby soon became my career.
Over the next eight years, I gained experience across every area of the company, eventually stepping into the role of CEO.
AL: Having supported poker players since 2009, you’ve seen a lot of change. What do you think have been the most significant shifts in the game, whether in industry practices, player engagement, or their overall behaviour?
AA: In 2009, poker was at its peak, with massive tournaments and equally large marketing budgets. But economic and political shifts soon led to global stagnation.
Between 2011 and 2017, many countries introduced licensing requirements, which significantly reduced the international player pool. For many in the poker community, April 15, 2011, known as “Black Friday”, stands out as a turning point. The United States v. Scheinberg case effectively halted online poker growth in the U.S., instantly cutting off around half of the traffic. Even in regions like China, Brazil, and Latin America, where poker was popular, growth remained slow, as iGaming companies prioritised betting and casino products instead.
The pandemic in 2020–2021 reignited interest in the game, driving poker traffic back to 2010 levels. At the same time, GG Network, a relatively young brand then, overtook PokerStars, signalling a major industry shift. Their success came from a fresh approach that emphasised casual gaming and innovative marketing. Hosting the WSOP online and partnering with stars like Daniel Negreanu helped cement their rise.
Poker’s current resurgence is largely a result of the pandemic, when people rediscovered the game while stuck at home. Today, it is enjoying a renaissance as a social experience with gambling elements, where every player always has a chance to win. However, poker’s inherent complexity still poses a challenge to faster, broader growth.
AL: You’ve built partnerships with many well-known operators across the globe. What qualities do you look for when deciding who to work with, and how do you determine the right fit for each market?
AA: Like any good partnership, our focus starts with the fundamentals: product quality, covering software, deposit methods, licenses, and player commission rates, along with the partner’s reputation and compliance with local laws.
Fortunately, we’re seeing more partners commit to long-term collaboration, rather than simply offering attractive rev-share deals, building an affiliate base, and then cutting ties. The most exciting opportunities come from new brands with sustainable strategies that want to develop and operate their own poker products.
AL: Beyond odds recommendations, your platform also offers poker software through your online shop. What inspired this addition, and how has it been received by players?
AA: Over the years, we have worked tirelessly to ensure GipsyTeam is not just an affiliate site, but an ecosystem where users can access any poker-related content or product. Whether users are learning to play, seeking the best poker sites, buying chip software, or engaging in community discussions through our forums, we provide it all.
When it comes to our poker software, this is more targeted to professional players seeking to improve, analyse, and gain an edge where allowed. While casual players rarely use software, this market still includes tens of thousands of clients and has proven very popular.
AL: Your forums cover everything from poker to lifestyle topics. Why have they become such a central part of the GipsyTeam community, and what value do they bring to your audience?
AA: The forums have become central to our site because they resonate with our users. It’s that simple.
We have found that lifestyle content related to poker is often more engaging than just dissecting hands; after all, poker is only one part of life. People want to connect, share experiences, debate, and have fun. Our forums provide a space for like-minded individuals who understand the “language of memes” and the unique ups and downs of the game.
It’s hard to explain to outsiders what it feels like to grind for 10 hours, only to miss the final table by a whisker and walk away with $500 when the top prize is $100,000. In a closed community, those experiences don’t need explaining; they’re understood. That shared context creates strong bonds, allowing members to connect not just over poker, but over life itself.
AL: Education is a big part of your offering, with courses, trainers, and schools. How do you decide on content topics and contributors, and are there plans to expand this learning experience?
AA: Education is integral to our development. Initially, 80% of our community knew poker well and came to our site as advanced users. But as more beginners joined our site, we really saw the value in developing educational products.
This is an area we intend to continue expanding, especially as poker is gaining popularity again, and more people want to learn. New generations prefer video content, leading to new formats. Fortunately, we have one of the best editorial teams in poker, constantly creating interesting and useful educational content.
AL: You’ve collaborated with poker stars like Inner, Forhayley, and Trueteller. How do you see the role of social influencers evolving in the poker world?
AA: The legends you mentioned, influencers, have always been a huge part of our industry and our website. In fact, we even have a kind of “hall of fame” dedicated to their contributions.
What’s changed is that “real people” have become more appealing to audiences, and big brands can now partner directly with individual creators who build their own content. Influencers are more popular than ever, thanks to social media, and no longer need a dedicated site or forum to blog. Instead, they can reach massive audiences through platforms like Telegram, Twitch, YouTube, and Instagram.
While fewer influencers today position themselves strictly as poker professionals, many focus on fun and lifestyle content. This trend is growing, fueled by major betting and casino brands that see influencers as a way to attract amateur traffic and broaden poker’s appeal.
AL: You’re attending the SBC Summit in Lisbon this September, which includes the Affiliate Leaders Summit. What are your expectations, and what are you hoping to achieve?
AA: After missing last year’s event and hearing such positive feedback, I’m really looking forward to attending all three days. My main goals are to meet with current and potential partners, make new contacts, and explore opportunities with brands that are launching or working on poker projects.
I also hope to experience the networking side of the event, including the private parties, which are always a great way to build connections. Unfortunately, I realised too late about the chance to apply as a speaker, but this will be a priority going into next year’s event.
Want in on the Affiliate Leaders Summit at SBC Summit 2025? Apply for a complimentary pass for full access to the expo floor, all sessions, evening networking, and free catering!
SBC’s Affiliate Leaders community brings together a vital segment of the iGaming industry, empowering affiliates to connect, share insights, and explore challenges and opportunities within the sector. Built around information exchange, Affiliate Leaders offers exclusive benefits, including speaking opportunities at SBC events, interview features, VIP dinners, and complimentary access to all SBC events globally, amplifying affiliate voices in the iGaming discussion. Apply for membership.
