For years, the game of poker conjured images of club tables, tailored suits, and long-drawn sessions. Today the industry finds itself at a turning point. With Generation Z arriving on the scene with different expectations, habits and preferences, poker must adapt if it hopes to stay relevant. Recent industry commentary and market data underline how the sector is changing and where the opportunity lies.
Generation Z grew up in a mobile-first, socially connected, always-online world. They expect experiences that are fast, interactive and community-driven. Julien Liarte, Business Development Manager at Flutter Entertainment plc, told SiGMA News, “Gen Z seeks immediacy, community, and content that feels interactive. That is why, from the live-event perspective, a new form of live poker has emerged, which is linked to an online product. This integration is designed to reach the target of this new generation, while remaining authentic, dynamic, and connected.”
Experts suggests that the game format, device experience and social features hold increasing relevance. According to a 2024 survey by NerdWallet, 69 percent of Gen Z respondents (ages 18–26) reported that they had gambled in the past 12 months, compared with 58 percent of Generation X and 57 percent of Baby Boomers. The Gen Z gamblers in that survey reported average annual spending of $1,885.
Meanwhile, research from TransUnion found that overall betting activity in the US rose to 30 percent of consumers in Q2 2025, up from 25 percent in Q2 2024. The largest year-on-year increases were among younger cohorts: activity among Gen Z increased by 34 per cent, and among millennials by 42 percent, for bettors spending $50 or more per month.
Simon Isbäck, Head of Poker at Cubeia Sweden AB, told SiGMA News in an earlier interview, “Gen Z often views poker as more of a ‘boomer’ game, and there has not been much innovation in how the game is played.” He adds that “Since this audience generally has a shorter attention span, platforms need to focus on introducing fresh game formats.”
That means the game format matters. Traditional, multi-hour tournaments and slow cash tables do not align with the shorter-session habits of younger players. As Isbäck puts it, “Shorter formats can still achieve this balance…this is likely what will make poker more attractive to Gen Z players.”
Another key factor is the device and interface. Isbäck observes that “for recreational players, the mobile device is typically the go-to option.” Younger players expect seamless mobile apps, intuitive design, and the ability to engage socially. Operators, therefore, need to think mobile-first, with social-layer features built in chat, streaming, and sharing capabilities. The shift is more than technological, it is cultural.
“For recreational players, the mobile device is typically the go-to option.”
– Simon Isbäck, Head of Poker at Cubeia Sweden AB
In response, the poker industry is actively rethinking its model. On formats and access, Isbäck signals that the industry is moving in two directions: “One direction leans more toward the appeal of gamblers…the other direction focuses on the competitive scene, where innovation is driving stronger connections between online platforms and live events.” The emphasis is on creating faster, more dynamic formats, but still retaining the skill-game essence of poker.
On technology and user experience, Baard Dahl, iPoker Network Director at Playtech, told SiGMA News, “The poker industry is evolving its user experience to support mobile-first, cross-device play by emphasising gamified, visually engaging interfaces that move away from the traditional spreadsheet-style poker clients.” He noted that operators are now embracing widget-based, mobile-native experiences.
SiGMA Poker Tour
From a regulatory and integrity standpoint, Dahl also remarks that, “Technology can play a crucial role in balancing compliance and user freedom in gaming.” This is significant because younger players not only expect slick user interface (UI) and community features but also transparency, fairness and responsible-gaming safeguards.
Transformation is necessary but not without its risks. One of the core challenges is preserving poker’s identity as a game of skill rather than turning it into a lottery. Isbäck warns that poker will succeed long-term only “by focusing more on skill than on gambling.”
Regulation adds complexity. Jurisdictions differ in their classification of poker; some deem it as gambling, others as a game of skill, and this influences market access, consumer perception, and business models.
Integrity issues are also more prominent in a mobile-first, global market. According to Dahl, operators must build strong “game integrity teams” to combat unfair play, bots, or algorithmic assistance.
Finally, attracting Gen Z is only the first step, retention is the next. Research indicates that lower-stakes and recreational players tend to churn more quickly than high-stakes players. The industry commentary highlights this risk and the need for meaningful engagement beyond novelty.
#Poker #GenZ #iGaming #Innovation #GamblingIndustry #DigitalTransformation
Welcome to Gambling Consulting Authority (GCA) - Your Strategic Partner in Gambling Industry Advancement
