California Dreamin’ - Test Markets Pave Way for Online Poker in the Golden State

A seven-day average of 18 cash game players (Delaware), 110 (WSOP, Nevada) or even 240 (Party Borgata Network, New Jersey) for that matter, would hardly seem something to get all excited about. So why are all professional eyes in the world of poker - whether playing for a living or making  a living out of players - riveted on these figures, scrutinizing the hourly and weekly data, eagerly expecting the monthly revenue reports?.. Why are the names of Delaware, Nevada, and New Jersey on everyone’s lips, blogs and tweets, reverberating like some sort of magical mantra throughout the industry? 

The answer is found some 4,000 km to the west of New Jersey, in the promised land of California. Legalisation of online poker in the three pioneer states matters as a precursor to regulation elsewhere and few states can rival the Golden one in potential and appeal. ‘If you can make it in Nevada, New Jersey, and Delaware, you can make it anywhere’ and now player traffic and cash game turnover figures from the three ‘test market’ states are watched closely for evidence of sustained interest and growth. A success story in New Jersey will step up the state-by-state regulation process and provide legislators and industry professionals with much needed arguments to counter opponents of online gambling in general, and of poker in particular - in terms of tax revenue and impact on land-based casino operations, most notably.  Valuable lessons are also to be drawn with regard to operator strategy, marketing, payment instruments, and the technical provision of services. Ideally, these will all soon be put to good use in the coveted market of California, the most populous US state and national trendsetter.

Richard Schuetz, the Commissioner of California’s Gambling Control Commission, is confident such legislation will be passed and that online poker is bound for success in the Golden State, independent of interstate compacts - the other big issue in US poker politics.

“We have 38 million people,” he said. “We’re the eighth largest economy in the world. We’re bigger than Canada, so it’s not a case like Nevada that has 2.7 million people. We have more poker tables in the state of California than every other state in the nation.”

While the story of the big online poker bust on #BlackFriday reads like a Hollywood screenplay, the comeback of online poker in Nevada, Delaware and New Jersey is more like the trailer of what will hopefully be a blockbuster sequel to the poker boom of the early 2000’s. A trailer that tempts us with visions of a worldwide revival of the industry and its mediatic glory since California is not only of emblematic importance within the US, but also an inspirational global dream factory and flagship. 

Conditional on Indian tribes putting up a united front (and pressure) most experts now seem to agree regulation of online poker in California is bound to happen sooner rather than later. However, since 2014 is election year when lawmakers typically shun potentially controversial issues, we are probably going to watch the trailer for some time yet. Coming to websites near you in 2015?..