Organizing tournaments in online poker: How to increase profits

In this article, EvenBet experts share strategies to organize tournaments, boost player engagement, and increase profits. 

Over the past decade, online poker has undergone a tremendous evolution, coming from a simple casual games platform to a complex and competitive environment. To keep the players engaged and entertained, operators must keep up with innovations and find ways to build a strong poker community. Organising tournaments is one of the most powerful tools in this respect. With the right strategies, they can significantly boost player engagement, keep the community together, and, most importantly, increase profits.

At EvenBet Gaming, we’ve spent years perfecting our online poker solutions, helping clients launch, manage, and grow their poker rooms worldwide. Our approach is understanding the player journey, optimising their experience, and creating flexible tools for profitable poker ecosystems. With over 38 types of poker games and a variety of tournament formats with customisable features, our platform provides the versatility needed to succeed in today’s online poker market.

The power of club poker tournaments

Tournaments in club poker offer a unique opportunity to attract and retain players while also creating regular additional revenue flows. There are several reasons why tournaments have become central in the club poker ecosystem:

1. Structured engagement: Tournaments have a set time and structure, which encourages players to log in regularly, thus building a habit of participation.

2. Low entry barrier: Many tournaments have low buy-ins, and the prize sum may be significant; this is especially the case with freeroll or guaranteed prize pool tournaments.

3. Scalable profit: Operators can introduce entry fees and rake structures — both will bring predictable revenue.

At EvenBet, tournaments support multiple formats and prize structures, including:

• Freeroll tournaments: Exclusive tournaments with no buy-in, offered to new customers or VIP members. These tournaments are great for both acquisition and retention, as they help the new players explore the poker room’s environment without financial risk. Pro tip: test freeroll schedules (daily/weekly) to adjust based on player response and also monitor ROI to avoid overspending on prizes.

• Guaranteed prize tournaments (GTDs): The operator guarantees a fixed prize pool, regardless of the entry fees they collect. This attracts many players, but has a risk of an overlay when prize guarantees exceed collected buy-ins. This type attracts a broad player base of all skill levels, which is good, but may also draw in pros who specifically hunt for overlays. To avoid losses, balance prize amounts to minimize the possibility of an overlay.

• Spin and Go tournaments: Fast-paced games starting instantly with 3 players. These tournaments feature randomly multiplied prize pools and attract skilled players who seek quick, high-action games.

• Satellite tournaments: Winners earn tickets to higher-tier events, like major online finals or live tournaments. Often, online satellites go in partnership with offline tournaments, which gives an online operator access to a bigger target audience.

This diversity allows for the strategic targeting of both casual and competitive players, ensuring broad appeal.

Driving player acquisition and retention

The main advantage of hosting tournaments is their ability to draw in both new and existing players, regardless of their skill level. These are strong community-building events that help operators in decreasing player churn and boosting their lifetime value. What tournament types and features attract players the most?

For new players:

• Freeroll tournaments with no entry fee introduce new users to the platform with no risk, helping build confidence and familiarity.

• Scheduled tournaments create a sense of occasion, inviting players to plan their return to the platform.

• Visible leaderboards promote friendly competition and establish goals early on.

For returning players:

• Loyalty tournaments and VIP events reward consistent players and maintain their interest.

• Bounty and knockout tournaments introduce new formats that add excitement and variety.

• Leaderboard challenges across multiple tournaments offer additional prizes and long-term engagement.

EvenBet’s multi-level agent and affiliate system enhances this effect. Agents can create personalised tournament schedules for their clubs, allowing for deeper player relationships. Tournament notifications, real-time updates, and in-game chat functions further immerse users and encourage a sense of community.

Another benefit of poker tournaments, which is often overlooked, they lower the psychological barrier to poker for new users. As highlighted in our article on profiting from poker tournaments, casual players are more likely to engage in structured, time-limited events than cash games that may feel more intimidating. Operators can capitalise on this by creating “soft entry” tournaments that are welcoming and clearly explained, making the onboarding process smoother.

Financial benefits of poker tournaments

Tournaments are not just useful for player engagement, they are also great at generating additional revenue for the platform. Even free-entry tournaments can be monetised indirectly through player retention and subsequent spending. Here’s how:

1. Buy-ins and rake: This is the most direct way to profit on tournaments. With thousands of players joining tournaments, even a modest rake on each entry will bring significant income.

2. Chip sales: In club poker models, players purchase chips from agents or the house. Tournaments create high chip turnover, stimulating more purchases and increasing the operator’s margin.

3. Increased activity in cash games: Tournaments often encourage players to stick around and join cash tables post-event, especially in multi-table formats with early exits.

4. Cross-promotion opportunities: Operators can use tournaments to cross-promote other games, such as casino or sports betting offerings, increasing their average revenue per user (ARPU).

5. Player progression incentives: Players tend to invest more in platforms where they see progress. Tournament wins, leaderboard rankings, and event series encourage continual play and additional spending.

Another revenue consideration involves structuring prize pools and rake distribution more efficiently. Operators should ensure that their rake is competitive, typically between 5% to 15%, and consider whether guaranteed prize pools are sustainable within their budget. Avoid over-promising, and instead use progressive tournament models that grow based on participation.

The EvenBet platform integrates in-depth tournament analytics and financial reporting, allowing operators to track revenue from specific tournaments and player segments. This allows you to make data-driven decisions and plan for the long term.

Tips to organize and maximize profits from tournaments

Organising tournaments that are both popular and profitable requires a careful balance between structure, timing, and player incentives. Based on EvenBet’s years of experience, here are some tried and tested tips.

Understand your player base thoroughly: Different audiences enjoy different tournament formats. Casual players may prefer freerolls and rebuy events, while pros lean toward freezeouts or bounty formats. Segment your users and design tournament calendars that cater to their tastes.

Schedule strategically: Use peak hours for high-entry tournaments, introduce weekly flagship events to build anticipation, and use mini-tournaments during off-hours to retain engagement. EvenBet allows time zone targeting and push notifications, ensuring that tournaments reach the right users at the right time.

Offer attractive prize pools: Prize pools drive interest, so consider guaranteed pools if you launch a new tournament, even if it slightly stretches your budget. Alternatively, offer bonuses such as free chips or entry to higher-stakes events for top finishers.

Introduce leaderboards and series: Running a tournament series or seasonal competition is a great way to boost retention. And leaderboards promote long-term commitment, especially when tied to exclusive rewards.

Be smart about promotion: Mix in-app notifications, emails, and social media to advertise your tournaments. Show past winners, big prize pools, and user testimonials — UGC is the real power nowadays. By the way, EvenBet integrates with third-party marketing and CRM tools to automate this process and track campaign performance.

Ensure that everything runs smoothly: A buggy or slow tournament experience is an instant dealbreaker for modern players. EvenBet’s platform is optimised for low-latency, multi-device access and supports up to 10,000 concurrent players per tournament. Real-time updates, intuitive interfaces, and secure payment systems are essential for user satisfaction.

Conclusion

For a poker platform, tournaments are not just a feature — they are the heart of a successful online poker community. When executed thoughtfully, they attract new players, keep existing ones loyal, and create continuous streams of revenue. The combination of structured gameplay, competitive excitement, and social interaction makes tournaments uniquely suited to building thriving poker ecosystems.

EvenBet Gaming’s experience and technology make it easy to harness this potential. Whether you’re launching your first club or managing a network of agents, the tools and insights are in place to create tournaments that engage users and deliver profits.