Tonybet Launches Poker Vertical in Ireland: Partnership with EvenBet Gaming

International gambling operator Tonybet significantly expanded its portfolio in the Irish market on October 6. A full-fledged poker platform has now joined the existing sportsbook and online casino divisions. By doing so, the company is responding to the enduring popularity of the card game and offering Irish customers an integrated solution where no new account or additional app is required. The game appears seamlessly within the existing user interface, significantly lowering the barriers for casual players.

The introduction of the new vertical marks a strategic milestone for the operator, which aims to position itself as an all-in-one platform. In addition to traditional sports betting covering over 100 sports and a casino section with more than 9,000 titles from over 1,000 providers such as Pragmatic Play or Play’n GO, poker now forms the third pillar of the offering. Integration occurs through a shared wallet system, allowing funds to be used flexibly across different game types.

Numbers and facts

Technically, Tonybet relies on the expertise of EvenBet Gaming for this project. This B2B specialist is well-known in the industry, having successfully implemented over 200 poker projects in 20 countries. The offering at launch includes various formats: classic cash tables where players can join and leave at any time, scheduled tournaments with fixed prize pools, and so-called Spins. The latter are particularly fast-paced tournaments with small fields designed to appeal to mobile users.

Special attention is paid to the involvement of local celebrities. Former Republic of Ireland striker Tony Cascarino, who won over $600,000 in live poker tournaments after his football career, serves as the brand ambassador. He draws parallels between the pitch and the felt table to highlight the game's appeal.

"Poker gave me a second sporting life. It has everything football has - pressure, reading your opponent, holding your nerve when everything’s on the line - except you can play it into your eighties." - Tony Cascarino, Brand Ambassador at Tonybet

Background

While Tonybet is expanding in Ireland, a large campaign for the Canadian market is running in parallel. From October 6 to 28, the operator is offering the so-called October Boost there. Players can receive weekly rewards for casino and sports betting, provided they make a minimum deposit of 30 Canadian dollars (approx. 21 US dollars). These promotions demonstrate the company's aggressive growth strategy in various regulated markets worldwide. The link to major sporting events like the NHL start or the Champions League matchdays in October is particularly interesting.

Why it matters for German players

For German customers, however, the situation remains distinct. Tonybet currently does not hold a license from the Gemeinsame Glücksspielbehörde der Länder (GGL) for the German market. In Germany, the State Treaty on Gambling 2021 (GlüStV 2021) strictly regulates which providers can operate legally. German players must ensure they only play at providers listed on the official GGL whitelist. Strict player protection rules apply there: a deposit limit of 1,000 euros per month across all providers monitored by the LUGAS system, and a stake limit of 1 euro per spin on virtual slots.

The poker model introduced in Ireland with fast spins and cash games would have to meet strict requirements for German licensing, especially regarding identity verification and connection to the OASIS exclusion system. While Irish players benefit from high flexibility without new accounts, every form of gambling in Germany is strictly regulated and often less lucrative for operators due to tax burdens and stake limits, explaining the delayed market entry of such combined platforms.

What it means for GGL-licensed casinos

The expansion of providers like Tonybet in other EU markets increases competitive pressure on German licensees. GGL-licensed casinos often struggle with more restrictive conditions, while international competitors in countries like Ireland can offer broader portfolios from a single source. For German operators, this means they must excel in safety, reliability, and smooth LUGAS integration. An integrated offering of poker, slots, and sports betting, as Tonybet now practices in Ireland, is also the goal for many providers in Germany but requires separate permits for each individual category.