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Australia Marketers Betting on Poker

20 July 2005

AUSTRALIA – As reported by the Australian: "Sports broadcaster ESPN couldn't believe its luck. Several weeks ago the Australian outpost of the US company decided to try to promote its weekly World Series Poker show by inviting a journalist from Inside Sport to cover the annual championships in Las Vegas. Among more than 5000 competitors each paying $US10,000 ($13,000) for the privilege was an anonymous Australian, Joe Hachem.

"…Inside Sport had a great story and ESPN suddenly had a show it could sell to advertisers.

"No one knows what poker in Australia is worth, in absolute terms and in terms of its value as an advertising medium. But marketers are moving to see how they may be able to cash in on its sudden popularity.

"Crown Casino, home of the biggest poker tournament in Australia, the Aussie Millions, has witnessed growing numbers of players flocking to its tables and the casino may soon be working on its own televised tournament, with sponsors part of the package.

"…This year Network Ten began airing poker late on Saturday nights after its AFL coverage and is believed to have captured respectable ratings…"

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