Poker Drives Evenbeter's Growth Strategy in the US Market

Poker is establishing itself as an essential tool for player acquisition and retention in the United States, according to Dmitry Starostenkov, CEO of Evenbeter (formerly EvenBet Gaming), who details the new strategic vision driven by the company’s recent rebranding and support from licenses in regulated markets such as Denmark and Sweden. Evenbeter aims to position itself as the leading B2B poker provider in the US by 2030, focusing on product adaptations, regulatory compliance, and a global expansion strategy.

The Transformation of EvenBet Gaming to Evenbeter and Its Impact on the B2B Sector

The name change from EvenBet Gaming to Evenbeter reflects a comprehensive evolution within the company after more than twenty years as a leader in online poker technology. The firm has expanded its international team, now present in 20 countries, and has strengthened its focus on partnerships with operators in highly regulated jurisdictions where compliance requirements are complex. Starostenkov emphasizes that the restructuring is not merely nominal or product-based; it encompasses the entire organization, positioning Evenbeter more as a long-term technology partner than just a software provider.

The company’s maturity, scale, and capability have been bolstered by the creation of a dedicated customer success team and structured internal operations, which is reflected in the new brand.

Evenbeter's Strategy for the US Market: Poker as an Acquisition Tool

With the declared goal of leading the B2B poker segment in the United States by 2030, Evenbeter has chosen not to enter as a first mover to understand the local ecosystem and ensure product fit. Starostenkov highlights that the US market represents a distinct structural opportunity, as poker relies on scale and liquidity. Pioneering states in regulation such as New Jersey, Michigan, Pennsylvania, and Delaware demonstrate that interstate liquidity is essential for creating sustainable poker ecosystems.

The company has Jeremy Groves, COO of Evenbeter, based in Florida, leading operations in the US with deep market knowledge. A partner-first model-oriented team is being recruited to support the ambitious growth plan. Access to the North American market demands maximum regulatory rigor; Evenbeter has already initiated local licensing processes in key states indicating its intention to be regulated in all jurisdictions where poker is legal.

Poker is not viewed as an independent vertical. Evenbeter positions it as the primary tool for acquisition and retention, especially useful given the rising costs of customer acquisition and competition from predictive markets. A tournament player can remain active for several hours with the potential for interaction and cross-selling. Additionally, Evenbeter is expanding its advisory role by collaborating with the top 10 US operators on cross-border growth strategies and international licensing, leveraging its experience in global markets. Furthermore, the company is advancing in Canada, where it has already begun the licensing process in Ontario.

European Licenses: Foundation for International Expansion and Regulatory Credentials

Evenbeter has recently obtained five-year B2B supplier licenses granted by the gaming authorities of Sweden and Denmark. According to Starostenkov, achieving these permissions in strictly regulated European jurisdictions validates the company’s technical architecture and compliance capability. Tier 1 operators in Northern Europe demand reliability, gaming integrity, and full adherence to regulations.

These endorsements facilitate direct integration with top-tier European operators and demonstrate to US regulators and business partners that Evenbeter operates under the highest global standards. The compliance track record in Europe is fundamental for growth in North America and assures operational stability in independent and turnkey platform solutions.

Innovation in Poker Formats: Engagement and Economics for Operators

Interest in more agile experiences has led Evenbeter to develop products such as One-Click Poker and Spins Poker. These variants simplify mechanics without sacrificing strategy, allowing operators to configure fast and customized formats to attract casual players.

This reduces friction during user onboarding, decreases acquisition costs, and elevates engagement rates. By offering this type of poker within dynamic lobbies, operators can convert casino players into active high-value participants. Evenbeter's data shows that these users also engage in micro-markets and rapid bets in sports, extending the customer lifecycle for acquisition and retention.

The Integration of AI in Poker According to Evenbeter

Artificial intelligence at Evenbeter is conceived as invisible support. It is integrated to optimize game selection in real-time, automate cross-selling strategies, and model customer value. This hidden layer can generate a revenue increase of between 10% and 15%. In terms of fraud and collusion detection, AI analyzes millions of data points to identify atypical behaviors, although the final decision rests with human experts. The approach is to protect the human essence of poker, rather than replacing it with algorithms.

Projections and Next Steps for Evenbeter

Evenbeter will maintain poker and card games as pillars, but its casino platform and game aggregator allow supporting operators of any size and vertical. The company aims to lead the combination of vertical expertise and infrastructure capability to maximize partners' return on investment. They offer highly customized independent poker platforms and micro-entertainment tools, as well as strategic consulting services for international expansion.

Dmitry Starostenkov, CEO of Evenbeter, has been leading the company's strategic expansion for over a decade, guiding its transformation from an online poker developer to a comprehensive multi-vertical ecosystem that powers over 200 projects in 41 countries. Today, Evenbeter is a global reference in B2B iGaming technology, maintaining a focus on compliance, innovation, and sustainable growth in regulated markets.