The recent merger of the Michigan, New Jersey, and Pennsylvania player pools within the BetMGM Poker platform marks a significant milestone in the expansion of online poker in the U.S.

Dave Mileaf, Senior Manager of Poker Operations at BetMGM, highlights the strategic implications of this development and the resultant market leadership.

This merger has catalyzed a surge in poker revenue, reaching unparalleled heights over the past decade, and positioning BetMGM as a frontrunner in the online poker landscape.

Leveraging Multi-State Synergies

The incorporation of Pennsylvania into the Multi-State Internet Gaming Agreement (MSIGA) has been instrumental in boosting online gaming, showcasing the potential of interstate compacts in driving industry growth.

According to Mileaf, this strategic move is part of a broader effort to align with MGM Resorts casinos, exemplified by the upcoming BetMGM Poker Championship at the Aria Casino. Such events not only enhance brand visibility but also reinforce BetMGM’s commitment to fostering a vibrant poker ecosystem.

“Nothing’s off the table,” Mileaf says. “We’re looking to grow in every aspect. Poker is a key part of the business. It touches all verticals. People that bet sports play poker, casino players play poker, and vice versa. We work closely with every cross-functional team, and we’ve seen just exponential growth in online poker over the last three or four years.

While the online poker industry faces challenges such as bots and real-time assistance tools, recent trends underscore a robust player appetite. The integration of Pennsylvania has further accelerated growth, with significant revenue surges of 21% in Pennsylvania and 23% in New Jersey as of May.

“Now that everyone’s starting to link together.” Mileaf continues, “player pools are growing. Prizes are growing. The hype around online poker is at the highest we’ve seen since Black Friday.”

The Legislative Landscape and Opportunities for Expansion

Despite the rapid proliferation of sports betting across the United States, online poker adoption has been more measured, adhering to a state-by-state legalization process.

Currently, regulated online poker operations extend across several states, with all except Connecticut being members of the MSIGA.

Mileaf notes the potential for expansion into new regions, underscoring that the company continues “to work closely with regulators” to explore further opportunities.

Enhancing Brand Value Through Live Event Integration

BetMGM’s strategy of integrating online qualifiers with live tournament series at established casinos has been a cornerstone of its brand-building efforts.

Mileaf notes the exponential growth in participation at the Aria Poker Classic, with entries nearly tripling since 2022. The provision of a premium Vegas VIP experience amplifies player engagement and cements BetMGM’s position as a leader in the sector.

“It’s been amazing,” Mileaf says. “We actually started with Borgata and the Poker Opens and trialing some online registration options and online qualifiers. It was such a success there, we decided we were going to roll that out everywhere we could.”

The BetMGM Poker Championship is a major part of that as the main event of the Aria Poker Classic each summer.  The tournament has seen entries nearly tripled from 343 in 2022 to a record-breaking 1,141 in 2024 with the prize pool jumping from $1.1 million to $3.6 million during that time.

“Aria is the biggest event of the summer for us and for MGM properties in general, that’s why we go all out.” Mileaf continues. “We’ve seen exponential growth just in those satellites alone and the ability for our players to get those packages and go out and participate in such a marquee event.”

Enacting a Tournament Tune-up

BetMGM has strategically enhanced its platform through a refined approach to tournament selection. Historically, the platform offered generic monthly tournaments without a distinct focus. Recognizing a need for differentiation, Dave Mileaf and his team have introduced signature and special series, which have augmented the platform’s appeal to players.

This strategic refocus has been successful, as evidenced by increased tournament guarantees and a more diverse range of themes.

“Players have loved them,” Mileaf notes. “We’re looking to expand them as well, looking into other sports and how we can utilize that and continue to build fun series.”

The growth of the platform illustrates the latent potential for online poker expansion in the U.S., contingent on broader legislative acceptance.

Prior to the integration of New Jersey and Michigan player pools, monthly prize pools stood at approximately $800,000. Post−merger in November 2024, this figure increased by 40%. The addition of Pennsylvania added a further 46%, bringing total prize pools up to a $1. 8 million per month.

Future Prospects and Diverse Engagement

Looking ahead, BetMGM envisions expanding online qualifying events, including those at MGM National Harbor in Maryland. While the pandemic put a temporary halt to the proposed MGM poker tour, Mileaf hints at its potential revival in the future.

Moreover, the company has broadened its ambassador network. Four-time World Poker Tour champion Darren Elias has been representing the brand since 2021. Poker content creator Abby Merk was added earlier this year and other brand ambassadors include New Jersey online grinder Michael Gagliano and poker vlogger Brantzen.

“Streaming and content creation has been a big focus for us, especially as you can see what we’ve done with Abby, Brantzen, and Darren Elias,” Mileaf says. “We’re always looking for those great personalities that bring people and … may be a good fit for us.”

Furthermore, BetMGM has concentrated efforts on increasing female participation in online poker, leveraging the influence of ambassadors like Merk. Mileaf acknowledges that women account for approximately 25% of online poker players and aims to engage this demographic through tailored events and targeted promotions.

Success Through Operational Excellence and Omni-Channel Strategies

BetMGM’s commitment to player-centric strategies is evident in its omni-channel approach. Mileaf emphasizes the importance of optimizing offerings that enhance the player experience, a strategy that integrates sports betting and online poker.

“One thing that I want to add that I think is very important and separates MGM from everybody else is our player relationships and our ties to the community,” Mileaf says. “We work very closely with the players and a lot of things that we offer because the players are playing, so we want to make sure that the right things are there for them. So we have a very close community with our players.”

BetMGM’s strategic initiatives provide valuable insights into the growth trajectory of online poker. By leveraging multi-state agreements, integrating live and online experiences, and maintaining a focus on regulatory compliance and player engagement, BetMGM exemplifies how operators can navigate the complexities of the evolving online gambling landscape.

Navigating the MSIGA and the Future of Online Poker: Insights from Casino.org’s Alexander Korsager

As the online poker industry continues to expand its footprint in the United States, the role of legislative frameworks such as the Multi-State Internet Gaming Agreement (MSIGA) is becoming increasingly pivotal.

Alexander Korsager, Chief Gaming Officer for Casino.org, recently shared his thoughts on the evolving landscape of online poker, highlighting key trends and future opportunities.

On the Impact of MSIGA

“The integration of states into the MSIGA has been a game changer for online poker in the U.S.,” Korsager notes. “It allows for shared player pools, which not only increases liquidity and prize pools but also enhances the overall player experience by providing a broader range of gaming opportunities. As more states consider joining the agreement, we expect to see even more robust growth in the industry.”

On the Growth of Live Poker Events

Korsager also discussed the resurgence of live poker events and their synergy with online platforms.

“Live poker tournaments have always been a cornerstone of the gaming community,” he explains. “The ability for online players to qualify for these prestigious events adds a new layer of excitement and engagement. It’s not just about playing; it’s about winning a seat at the table in Las Vegas or elsewhere, which is a unique thrill that complements the online experience.”

On the Expansion of the Online Poker Industry

Reflecting on the broader expansion of online poker, Korsager is optimistic about the future.

“The online poker industry is filling a critical niche in the broader gaming market. With technological advancements, improved security measures, and growing acceptance from regulators, online poker is positioned for significant growth. Operators that successfully blend online engagement with live event participation are likely to lead the charge.”

Korsager’s insights underline the dynamic nature of the online poker industry and the interconnected roles of legislation, technology, and player engagement in shaping its future. As the industry continues to evolve, these factors will undoubtedly play key roles in its development and expansion.