Video Poker are one of the gaming industry's most established content creators, owning the rights to hundreds of casino game titles played both digitally and in physical casinos across North America.
Our relationship with them stretches back more than fifteen years, making it one of the longest-standing partnerships in Indiespring's history.
The {Challenge}
When we first began working together, the mobile market was still in its infancy. Smartphones were creating entirely new opportunities for game publishers, and Video Poker recognised the potential to bring their catalogue to a new audience. The initial objective was relatively straightforward. Launch individual casino games as standalone mobile applications and create additional ways for players to engage with the brand.
For a period, that approach worked well. But as the catalogue expanded and mobile matured, it became clear that simply publishing more games wasn't enough. The business needed a long-term mobile strategy that could support growth, generate meaningful revenue and evolve alongside changing user behaviour.
As mobile became increasingly important to the business, the question was no longer how to publish games on smartphones. The question became how to build a sustainable mobile platform that could support hundreds of titles, attract and retain players efficiently, generate recurring revenue and continue growing in an increasingly competitive market.
At the same time, the wider mobile ecosystem was becoming more complex. Customer acquisition costs were rising, app store requirements were evolving and users had more choice than ever before. Video Poker didn't need more apps. They needed a strategy that would turn mobile into a genuine commercial channel.
The <Solution/>
Over the years, we worked closely with Video Poker to evolve their approach from individual game launches into a connected portfolio strategy. Rather than treating each application as a separate product, we helped position the portfolio as an ecosystem, with different apps serving different audiences whilst contributing to the overall growth of the platform.
As mobile gaming shifted towards free-to-play models and recurring monetisation, we helped reshape products around stronger retention mechanics, more sustainable in-app revenue generation and longer-term player engagement. This wasn't a single project. It was a continuous process of adapting products, responding to market changes and refining commercial performance as the platform matured.
The relationship evolved alongside the business. In the early years, our focus was heavily weighted towards product development and feature delivery. As the platform became more successful, the priorities changed. The focus shifted towards platform stability, revenue optimisation, operational resilience, analytics and long-term growth.
One of the most successful initiatives came from examining the portfolio as a connected ecosystem rather than a collection of standalone applications. Like many digital businesses, Video Poker faced increasing customer acquisition costs as competition for users intensified across advertising platforms. To reduce reliance on paid acquisition, we developed a cross-promotion strategy that allowed players to discover and move between applications across the portfolio.
The principle was simple. Players who enjoyed one title were likely to enjoy others. By intelligently introducing players to additional games within the ecosystem, Video Poker could increase adoption of new products whilst reducing the cost of acquiring users through external marketing channels. The impact was significant. New titles were able to build momentum quickly, generate revenue earlier and establish strong user bases without relying entirely on paid promotion. More importantly, growth in one application strengthened the wider portfolio rather than competing against it.
Alongside this work, we helped implement richer analytics and reporting capabilities that gave Video Poker greater visibility into player behaviour, engagement patterns, game popularity and monetisation performance. The resulting data became valuable beyond mobile itself. It provided evidence of player demand that could be used in conversations with casino operators, commercial partners and stakeholders evaluating future game releases.
The :[Results]
The scale of growth achieved throughout the partnership has been substantial. What began as a collection of relatively modest mobile products has evolved into a platform generating close to $1 million per month in gross revenue.
Multiple titles now occupy leading positions within their categories, with Video Poker holding several prominent rankings across app store search and discovery channels. Mobile has transformed from an experimental initiative into one of the company's most important commercial assets.
The {Why}
What makes the Video Poker relationship unusual is not any individual project or product launch. It is the duration of the partnership and the way the work has evolved alongside the business itself.
Over more than fifteen years, we've helped Video Poker navigate changing technologies, evolving monetisation models, shifting app store ecosystems and major industry disruption. Today, our role extends far beyond app development. We help protect, optimise and grow a mature mobile platform that generates significant ongoing value for the business.
For Video Poker, mobile is no longer a side project. It is a core part of the organisation's commercial future.