Initial Poker Rebrands
By Staff
Initial Poker Limited, a leading provider of promotional merchandise and loyalty reward programmes for the gaming industry, has changed its name to Initial Rewards Limited with immediate effect.

The change in moniker follows the firm’s move away from supplying merchandise and loyalty programmes for poker exclusively into the equally popular casino, sports and bingo verticals as well. Although the game of poker has been the leading force in the rapid rise of online gaming since 2002, Initial Rewards stated that the past few years have seen casino, bingo, sportsbetting and other games close the gap.

Initial Rewards was founded last year by brand devotional experts Lee and Jon Reuben and revealed that it had just seen its most successful quarter yet with over 10,000 customers redeeming various products from loyalty points earned. The firm provides loyalty programmes for more than 20 operators including ParadisePoker and Betfair with a product range unique to each firm. Items supplied include everything from custom-made branded goods such as chipsets and clothing to more exclusive items including Cartier watches and exclusive holidays.

'We've seen such success in the last year with operators seeing the benefit of our loyalty platforms that it was no longer relevant to operate under a poker-related title,” said Lee Reuben.

“The remote gambling industry is expanding at an incredible speed and we wanted to be at the forefront of our market from the outset. We're about rewarding the customer and delivering retention for our clients, so Initial Rewards is more directly about the services we offer.'

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