Hendon Mob’s first Asian Championship begins in Manila
Live Poker has continued to grow worldwide; however, few regions have generated as much buzz as Asia. The fast-growing player base, along with an abundance of world-class integrated resorts and a strong history of engagement with gaming culture, makes Asia a key priority for many operators and brands seeking to build a long-term presence.
The launch of The Hendon Mob’s first-ever Asian Championship, in partnership with the SiGMA Poker Tour, is a major milestone in this journey towards Asia. Roland Boothby spoke exclusively to SiGMA about the background of the new initiative, why he felt the timing was right, what makes Asia different from the rest of the world in poker, and how partnerships and player experience are integral to the brand’s future aspirations.
A global vision
While many players recognise The Hendon Mob primarily as poker’s leading live tournament database, Boothby emphasised that the company’s wider ecosystem extends far beyond rankings and statistics.
“As well as being The Hendon Mob, we’re also the Global Poker Index and the Global Poker Awards,” Boothby explained. “Everything we do, we look at through a global lens.”
That international mindset has shaped the company’s live events strategy since entering the space in 2018. What began as a modest expansion into live tournaments has steadily evolved into a worldwide footprint spanning multiple continents.
During the year 2025, The Hendon Mob held 13 separate competitions in 4 different continents. Since then, they have grown to 14 separate competitions across 5 continents, which, according to Boothby, is a benchmark that distinguishes the organisation from other organisations involved in live poker.
“We’re very proud to be operating across five continents. I’m pretty sure no other poker tour or circuit is doing that.”
The move into Asia came through its growing relationship with SiGMA Poker Tour, a partnership Boothby described as a natural fit.
“We’ve admired SiGMA for many years,” he said. “They do incredible things globally, and the opportunity to work together in Manila was a no-brainer.”
Asia’s poker potential
According to Boothby, Asia represents one of the most exciting opportunities in modern poker, driven largely by scale and player appetite.
“There are five billion people in Asia,” he noted. “They’re gaming mad, gambling mad, and poker is booming.”
While the region has great potential for a sizeable poker market, it is also filled with unique operational challenges. The legal and regulatory landscape differs significantly across the countries in this region. And for some of the largest population centres, there is not even a legalised casino environment.
The three large populations (China, Japan, and South Korea) have some restrictions on access to local casinos, which creates logistical challenges for an operator trying to build a poker ‘ecosystem’ across the region.
Because of these issues, destination markets have begun to develop as focal points for international tournaments. Boothby stated that Taiwan, Vietnam, Jeju, and Manila are leading anchors of poker growth in Asia.
Among them, the Philippine capital stands out as one of the region’s strongest emerging destinations.
“Manila is a real sweet spot,” Boothby said. “It’s very accessible, easy to travel to, and has world-class venues.”
The presence of integrated resorts such as City of Dreams and Okada Manila makes the city a premier destination for mega poker tournaments.
Building community through partnership
Community remains one of the defining pillars behind both The Hendon Mob and SiGMA Poker Tour. Boothby believes that combining the two audiences will create a stronger and more engaging festival atmosphere.
The Hendon Mob already boasts a dedicated international player base that travels regularly to its events worldwide. Manila now offers an opportunity to merge that travelling community with Asia’s rapidly growing local poker scene.
“We have thousands of users and community members in Asia,” Boothby explained. “But we’ve never been in the same room with many of them before.”
Alongside player engagement, the Hendon Mob Championship aims to elevate the overall tournament schedule by adding incentives and experiential value.
One standout addition is a South African package prize awarded to the eventual Hendon Mob Championship winner, granting entry into the South African Million later this year.
“One player is going to get the trip of a lifetime,” Boothby said.
The package is added directly into the prize pool rather than deducted from player winnings, a detail Boothby believes contributes to the event’s appeal and value proposition.
Beyond the poker tables
Modern poker festivals increasingly function as networking platforms and lifestyle experiences, extending far beyond tournament play alone. Boothby acknowledged that this is one area where poker can still learn from broader event industries.
“Poker has a very passionate industry, but it’s fragmented,” he explained. “There are relatively few opportunities where all parts of the industry come together.”
Drawing on SiGMA’s conference expertise, Boothby sees partnerships like this as an opportunity to bridge the gap.
“Poker should be looking at organisations like SiGMA to learn how to utilise networking potential fully.”
While poker already benefits from glamorous venues and internationally recognised destinations, Boothby believes stronger business connectivity and industry cohesion remain key areas for future development.
Reaching the next generation
As younger audiences increasingly consume poker through streaming, short-form video, creators, and online personalities, The Hendon Mob continues adapting its approach to remain relevant.
Boothby acknowledged that engaging younger players requires constant reassessment and fresh thinking.
“I’m 41 years old,” he joked. “I’m probably not the best person to connect directly with younger audiences.”
Instead, the company focuses on understanding where younger audiences spend their attention and identifying the right creators, tools, and formats to bridge generational gaps.
Streaming, vlogging, short-form content, and creator-led storytelling now play an increasingly important role in poker promotion.
“The days of simply inviting a big-name pro who tweets they’re attending an event are no longer enough.”
Boothby credits the company’s involvement with the Global Poker Awards for helping sharpen its understanding of evolving media trends and creator ecosystems.
Long-term ambitions
Despite the excitement surrounding the Asian Championship, Boothby remains measured about immediate expansion plans. With a compact team of just eight people managing multiple global responsibilities, scalability remains a careful balancing act.
“Our core business is still the database, rankings, and the Global Poker Index,” he explained.
Rather than aggressively expanding throughout Asia, the immediate priority is ensuring the Manila partnership succeeds and establishes long-term momentum.
“What I’d really like to do is deliver the best Hendon Mob Championship possible for SiGMA Poker Tour Manila.”
If successful, Boothby believes the event has the potential to become a staple fixture on the annual poker calendar for years to come.
For more updates on the SiGMA Poker Tour and upcoming events, visit the SiGMA website.
