By Matthew Marietta, Rakeback.com Executive Editor
Party Poker’s owner bwin.party has released an interim financial statement that says new software is expected to be released in the next few months and anticipates launching in the newly regulated New Jersey market in November
Before the UIGEA, Party Poker was the undisputed king of online poker. It lost its crown when it decided to leave the US market and since then has slipped into fourth place behind PokerStars, the new Full Tilt and the iPoker network.
Austrian CEO Norbert Teufelberger has set out a dramatic plan to regain Party Poker’s former laurels. It has stopped actively marketing in many countries and is concentrating on just 10 key markets.
Value not volume is the mantra. Party’s last annual report admitted that it had overstretched itself with too much corporate activity, now it plans to provide the best possible experience to fewer customers in fewer markets.
The new software release is part of the strategy which was set out in last year’s annual report:
Our plan is to revitalise Party Poker as a brand with broad appeal, centred around the recreational player. We are not only changing the way it looks and feels but also significantly improving the playing experience to one which meets the expectations of the modern digital consumer.
Party Poker has reduced its dot com market range, but will start a limited expansion into newly regulated markets like Nevada and New Jersey in the USA. Yes, Party Poker will be back in America very soon.
The statement is explicit about dates and plans: “We are finalising preparations so that we can be eligible to launch several branded services in New Jersey as soon as the market opens - currently expected to be at the end of November 2013. Meanwhile, in Nevada the Group’s preliminary finding of suitability process is continuing and we remain confident of being found suitable for future business opportunities in the state.”
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