Alistair Assheton's Leisure and Gaming group has recently closed a deal with the newly re-branded and rapidly growing Microgaming Poker Network, to launch a new Leisure and Gaming poker brand, titled StanleyVIPpoker.com. The Leisure and Gaming group, which is a publicly listed group and counts among its subsidiaries the Acropolis, English Harbor, Nine.com and VIP groups, put together the deal with Micrograming Poker Network, formerly known as Prima Poker, only this week. StanleyVIPpoker.com is expected to launch in late July of this year.

According to eGaming Review, the decision to join Microgaming’s network makes sound business sense from a geographic point of view, since the majority of VIP customers were from the United States and online poker site Acropolis, acquired by L&G in October 2005 from Stanley Leisure, would provide most of its poker players from the UK.

The move is also smart for promotional reasons because Stanley already has an estate of around forty land-based casinos located throughout the United Kingdom. Also, the already well-known Stanley brand should help to minimize marketing expenses. Furthermore, Stanley has nearly 1.4 million people registered in its database, which L&G will no doubt take advantage of when the site launches in the coming summer months.

Posted on: June 15, 2006

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