Web3-powered social poker brand, Devilfish.com, has underpinned that there is a strong appetite for a sweepstakes-style model within social poker.
It comes after the firm managed to sell out of its Genesis Avatar NFT collection, continuing the group’s strategic approach to creating a player-centric brand.
JJ Williams, CEO of Devilfish.com, commented: “We are thrilled by the overwhelming response to our Genesis collection, but we are not surprised. This is a powerful signal of how creating a brand-centric story to the industry that poker has a sustainability problem and that the solution lies within the community, not just in cash.
“For too long, the industry has focused on a small segment of winning players while inadvertently punishing the vast majority who play for the love of the game. Our community platform model offers a welcoming, safe haven and a gamified environment that enables you to master the game without incurring a financial burden, promoting a healthier ecosystem in the era of responsible gambling requirements.
“This sell-out isn’t just a win for Devilfish; it’s the blueprint for the future of brand-led community poker engagement.”
This F2P, community-centric model is designed to address the industry’s long-standing retention problem, where an estimated 85% of recreational players are long-term net losers, resulting in a poor player experience.
Seeking to eradicate friction from the process, Genesis Avatars represent a player’s unique digital identity, which is a significant component of the Devilfish brand ecosystem, including membership.
The avatars enable holders to access exclusive benefits and a stake in the community’s future.
In a recent interview with iGaming Expert, Williams emphasised the need for evolution in poker, stating: “The game of poker is over 200 years old – it has lost some of its cultural relevance. The next generation of players isn’t just tech-savvy; they are emotionally intelligent, brand-conscious, and driven by values. They reject extractive systems and rightfully expect digital platforms to mirror their identities.
“They engage with platforms like Fortnite, Roblox, and Discord—not merely for the content but for the culture. These platforms empower users to build identities, tell stories, and develop socially and emotionally—even competitively—without financial burdens. Traditional poker, however, offers none of these benefits.
“If the industry continues to dismiss the emotional experience of its players, it won’t just lose revenue—it will lose relevance entirely. Without significant transformation, poker risks becoming a cultural relic, fondly remembered but rarely played.”
