Today, the iGaming space looks very different — especially in mature, regulated markets like the UK. With strict oversight from the UK Gambling Commission and a steady stream of new casino sites entering the market, operators are competing on far more than just poker tables.
In fact, poker is no longer the centrepiece of most platforms. While live poker still holds strong appeal, it’s often just one part of a much broader ecosystem. Slots dominate, live dealer games are thriving, and game-show formats are pulling in players who may never have opened a traditional poker lobby in the first place.
And even that only scratches the surface. The modern online casino ecosystem now stretches well beyond poker tables and slot reels — so let’s take a closer look at how today’s platforms are expanding their offerings in 2025 and beyond.
Online Casinos Are Mostly Not Poker Anymore
Poker still exists, and it remains culturally iconic. But in most regulated iGaming markets, it now represents a relatively small slice of overall revenue compared with slots and table games, where players compete against the house rather than each other.
While UK-specific revenue reporting groups verticals differently, the broader trend mirrors what we see in publicly available US state data. A UNLV Center for Gaming Research report compiling online gaming figures showed that in November 2025, New Jersey poker revenue reached $2.24 million, compared with $250.81 million generated by other online casino games.
Across 2025, monthly poker revenue in NJ hovered between $2 and $3 million, while total online casino revenue consistently reached into the hundreds of millions. Although this dataset comes from the US, the structural takeaway is relevant to mature markets like the UK, where casino gaming — particularly slots and live dealer formats — drives the majority of digital gambling revenue.
In competitive markets such as Britain, where new casino sites regularly launch under UK Gambling Commission oversight, operators are rarely built around poker-first models. Instead, they prioritise broader casino ecosystems designed to appeal to casual and cross-vertical players. Slots, live dealer tables, and hybrid game-show formats tend to generate stronger engagement metrics and wider appeal than traditional poker rooms.
That doesn’t mean poker has disappeared. Instead, it has shifted from being the core product to becoming a specialised vertical within a much larger digital entertainment platform.
iGaming's Expansion and Brand Competition
The growth of regulated iGaming markets has encouraged a steady stream of new brand launches, including fresh “skins” introduced by established operator groups. In markets like the UK, where licensing is structured but competition is intense, differentiation increasingly comes down to product packaging, user experience, and content mix rather than simply offering poker tables.
The American Gaming Association reported that US commercial gaming revenue reached $71.49 billion through the first 11 months of 2025, marking year-over-year growth of more than 8.7%. While this figure reflects the US market, it illustrates a broader global trend: digital casino gaming continues to expand, and operators are competing for attention in increasingly crowded environments.
In that environment, a poker-first model is more difficult to scale. Poker requires liquidity, sustained player commitment, and a strong peer-to-peer ecosystem. By contrast, slots and live dealer games offer faster gameplay cycles, lower entry barriers, and more predictable monetisation structures for operators.
For UK-facing platforms, this commercial reality shapes product strategy. New and existing brands alike are investing in curated lobbies, promotional mechanics, and exclusive game titles designed to keep players engaged across multiple verticals. Rather than building communities around a single poker room, operators are building broader entertainment ecosystems that encourage exploration and repeat visits.
Poker remains part of that mix, but commercially, it is no longer the primary growth engine behind new online casino launches.
What "Beyond Poker Tables” Actually Looks Like in 2025–2026 Products
Online casinos were once little more than poker lobbies supported by a limited catalogue of slot titles. Today’s platforms are far more expansive. Instead of overwhelming players with long, unstructured game lists, newer brands are investing in curated lobbies, personalised recommendations, and proprietary content designed to guide user behaviour.
Operators on both sides of the Atlantic have adopted merchandising strategies similar to streaming platforms. Business Insider has reported that DraftKings intentionally modelled its casino interface around Netflix-style themed lobbies, highlighting featured titles and original games. The same UX philosophy is increasingly visible across UK-facing platforms, where game categories, seasonal promotions, and “recommended for you” sections aim to shorten the decision-making process for players.
Live casino content has been one of the biggest drivers of this shift. Dedicated live studios serving UK markets now offer everything from traditional blackjack and roulette to game-show-style formats that blend gambling with entertainment. These products are designed to be interactive and visually engaging, often incorporating live hosts, chat functions, and branded production elements.
This evolution reflects a broader trend: online casinos are positioning themselves less as digital card rooms and more as interactive entertainment hubs. In that model, poker becomes one vertical among many — still relevant, still respected, but no longer the defining feature of the platform.
The Ecosystem Impact on Poker
Visit most modern casino platforms today, and poker is rarely the first feature presented to new users. Homepages tend to spotlight slot releases, progressive jackpots, live dealer tables, and limited-time promotions. Poker, more often than not, sits within the wider navigation structure rather than serving as the main entry point.
This reflects a broader commercial shift. Slots and live games are easier to scale across markets because they do not rely on player liquidity in the same way poker does. Poker remains fundamentally peer-to-peer, meaning network effects and active player pools are critical to maintaining healthy tables. By contrast, casino games offer operators more flexibility in structuring content, bonuses, and product updates.
For players, this means poker now operates as a specialist vertical within a diversified entertainment platform. Dedicated communities still exist, particularly around live dealer poker formats that incorporate chat features and social interaction. The format retains its cultural weight and strategic appeal, both online and in land-based venues.
However, the wider trajectory is clear. New online casinos are expanding the ecosystem well beyond traditional poker rooms, investing heavily in slots, live experiences, and curated content hubs. Poker remains part of the modern casino landscape — but it is no longer the foundation on which that landscape is built.
