In its half-yearly results announcement this week, Bwin.Party digital entertainment revealed an interesting piece of info regarding its plans to boost the traffic of its under-performing poker operation, Party Poker.
Namely, it was stated by joint chief executives Norbert Teufelberger and Jim Ryan that they have firmly decided to make Party Poker a top-notch brand:
“Poker is a key area of focus and we are determined to return it to growth through execution of a detailed plan that includes pooling our poker liquidity as well as repositioning our flagship PartyPoker brand. We expect both initiatives to have a positive impact on our performance, along with our recently launched FastForward Poker product,” they said.
This apparently includes a re-vamped version of the Party Poker site in 2013 with new - and presumably proprietary – software.
In relation to this, the group said: "Having last re-launched PartyPoker in 2009, we have been working on the next generation version that will be rolled out during the first quarter of 2013. Comprising many new features and a new look and feel, our objective is to once again make PartyPoker the world's favourite poker room and return poker to growth."
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