Shuffling the deck: reinventing Poker for Gen Z and beyond
As online poker continues its rapid evolution, the industry stands at a pivotal moment defined by shifting player demographics, emerging technologies, and new expectations for gameplay experiences. To understand where poker is heading, SiGMA News spoke with Simon Isbäck, Head of Poker at Cubeia Sweden AB, whose perspective spans both the operational and strategic sides of the global poker ecosystem.
Simon provides insights into how platforms are balancing the needs of recreational and competitive players, why Gen Z requires a fundamentally different approach to engagement, and how hybrid networks, live-event integration, and mobile-first play are reshaping participation. He also explores the role of data-driven strategy, community-building, and responsible innovation in a landscape where regulations and artificial intelligence (AI) continue to evolve.
Gen Z and the future of Poker
SiGMA News: With Gen Z entering the poker market, how are player expectations changing compared to previous generations?
Simon Isbäck, Head of Poker at Cubeia Sweden AB: Gen Z often views poker as more of a “boomer” game, and there has not been much innovation in how the game is played. While some new tournament formats have been introduced, appealing to Gen Z requires consistent innovation. Since this audience generally has a shorter attention span, platforms need to focus on introducing fresh game formats.
Gen Z players are likely to be more interested in the idea of new game types rather than playing a 20 or 50-year-old format that has been mastered by experienced players, which can feel intimidating. It is important to differentiate between shorter, faster games and games that introduce unnecessary gambling elements. One of the advantages of longer poker formats is that skill becomes a more significant factor.
Poker will achieve stronger long-term growth by focusing more on skill than on gambling. Shorter formats can still achieve this balance. Industry-leading formats like Spin & Go are examples of fast-paced games but come with increased randomness. The key is to find the right approach to create shorter, more dynamic game formats without adding excessive gambling mechanics. This is likely what will make poker more attractive to Gen Z players.
SiGMA News: With poker increasingly moving online, how do you see the global poker ecosystem evolving over the next 3–5 years, especially in terms of player demographics, engagement, and game formats?
Isbäck: The poker industry appears to be moving in two directions simultaneously. One direction leans more toward the appeal of gamblers, with the introduction of formats that emphasise variance and lottery-style elements, such as Spin & Go–type tournaments. The other direction focuses on the competitive scene, where innovation is driving stronger connections between online platforms and live events. This creates incentives for players to improve and compete at higher levels. The emphasis is on the development of competitive poker experiences and exploring new concepts, such as evolved versions of Texas Hold’em, to advance the game.
SiGMA News: What are the key challenges and responsibilities for poker providers operating in unregulated or hybrid networks?
Isbäck: The biggest risks, in terms of being the poker provider, are relatively limited as long as the provider operates responsibly. In the unregulated space, some operators may engage in fraudulent practices due to the lack of licensing and oversight, which is not what the gambling industry should aim for. Even while operating in an unregulated network, the focus must remain heavily on maintaining integrity.
Mobile-first poker experiences
SiGMA News: Mobile play has become the default for many. What design and engagement strategies are most critical for poker on mobile platforms?
Isbäck: The mobile platforms are interesting because, for recreational players, the mobile device is typically the go-to option. Most major poker operators now offer mobile apps as a primary way to play.
For professional players, however, the preference is still to play on a computer with a heads-up display to view player statistics, and there is currently no practical equivalent on mobile. This may ultimately be positive, as it encourages broader participation and creates an environment where players engage without relying heavily on advanced data tools.
SiGMA News: How crucial is leveraging player data to personalise experiences in poker? Are there innovative ways operators are using analytics to optimise tables, stakes, or tournament formats?
Isbäck: All poker providers and operators are looking at this type of data, and it is an essential building block in constructing a strong poker offering. Anyone who is not using it is likely missing out on significant traffic. At the same time, there is a balance between viewing players as individuals and relying on statistical insights. When a platform has thousands of players, focusing on statistics becomes necessary, as reviewing individual requests is not practical.
Statistics help identify what works and what does not. Operators run short campaigns with new ideas, conduct player polls or questionnaires, gather feedback continuously, and then integrate that feedback into future offerings.
SiGMA News: With new gaming regulations emerging globally, how are operators adjusting their strategies to remain compliant while still offering engaging poker experiences?
Isbäck: Regulations vary significantly from country to country, and this has a major impact on player behaviour. For example, in Sweden, poker is classified as a gambling game and is subject to strict gambling laws. As a result, poker is essentially unavailable there. Swedish players who want to play often move abroad or play on foreign platforms.
On the other hand, healthy and clear regulation can be beneficial. In Brazil, poker is regulated as a skill game, and the poker scene has become extremely successful. The same can be seen in Malta as well.
SiGMA News: How is the integration between live poker, online poker, and social/free-to-play platforms changing the competitive landscape? What opportunities and challenges arise from this convergence?
Isbäck: There is significant growth in initiatives where online platforms host satellites to live poker events, and this trend continues to expand. This is just the beginning, and further innovation is expected to make the experience even more engaging.
For example, hosting live tournaments exclusively accessible through online satellite qualifiers can create a stronger sense of excitement and exclusivity. This convergence enhances player engagement and connects digital and live ecosystems in a more seamless way.
Retention at low and mid stakes
SiGMA News: Low- and mid-stakes players often churn faster than high-stakes players. What innovations or engagement strategies are proving effective in retaining this core segment of the poker audience?
Isbäck: As a poker or network provider, there is a strategy where the losing player contributes more to the paid rake than the winning player. This means operators are incentivised to market the game to recreational players who are not winning as consistently, as they generate more revenue. In contrast, operators earn less per hand from winning players. This approach naturally encourages operators to focus their efforts on attracting and retaining recreational players.
SiGMA News: From AI-driven recommendations to gamification, what technological innovations are shaping the future of online poker, and how are operators leveraging them responsibly?
Isbäck: Obviously, when people think about AI in the poker industry, they often think about poker bots. Poker bots have existed for many years, and most poker players have encountered them in some form. So, this concept is not new. Can AI make these bots more advanced? Yes, certainly. But the more important question is why these bots exist in the first place. There are harmful networks that use bots to extract money from real players. However, there are also cases where bots are introduced to provide liquidity. In those situations, bots may be designed to lose money intentionally to stimulate play and encourage engagement. In those areas, AI could contribute in a constructive way.
The poker bots currently seen are largely built on solvers and similar tools. The belief is that current large language model AI will not be the main driver here for some time. Instead, traditional machine learning and algorithmic approaches are expected to continue shaping poker bot development for the foreseeable future.
SiGMA News: How do you foresee community-building evolving in online poker through chat, social features, or collaborative games and how does this impact engagement and loyalty?
Isbäck: The healthy way of promoting poker is what originally made the game appealing back in the early 2000s, when televised poker events like the World Series of Poker (WSOP) gained popularity and professional poker player Chris Moneymaker’s victory brought excitement and mainstream visibility. That kind of PR created a strong and positive community around the game. More recently, content creation and watching well-known players stream their sessions has also made poker engaging and accessible on modern platforms.
However, many streaming platforms enforce strict rules around gambling, which limits poker’s visibility. Poker shouldn’t necessarily be classified in the same way as casino games like slots, as there is a healthier and more skill-based perspective to consider. Media initiatives and thoughtful PR efforts remain important for building a strong, engaged, and loyal community around the game.
Rome wasn’t built in a day, but your next deal could be. SiGMA Central Europe lands in Italy, 03–06 Nov 2025. With 30,000 delegates, over 1,000 exhibitors, and more than 550 expert speakers, history is calling at the mother of all conferences. Be there.
