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In the early 2000s, online poker became the hottest thing on the internet. Sites like Paradise Poker and Planet Poker led the way, but it was Party Poker and PokerStars that really blew the doors right off and made the game a household name.
However, as important as these were, the fact that amateur players could face off against the best in the world made poker unique. Imagine walking onto a golf course and playing against Tiger Woods in a PGA event.
Impossible. In poker, your money is just as good as that of the pros, so it is a true equalizing sport; anyone can sit down and put their cash up against the best in the world.
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A few poker pros started wearing the logos of online sites – Phil Hellmuth and Annie Duke being the most prominent. In early 2003, a day trader by the name of Ray Bitar decided that there was still room for more competition in the space (there was), and he started putting together the plans for a site with poker professional Chris Ferguson, the 2000 World Series of Poker Champion.
Party Poker already had a global brand and market dominance due to its early entry into the space. PokerStars had Chris Moneymaker and the angle that any amateur could play on their site and become the next World Champion.
The two decided that their angle would be to use Ferguson’s contacts in the poker world to not only drum up investment, but also to create the face of the site.
In short order, a series of founders were in place, allegedly including an array of the who’s who of poker: Howard Lederer, Phil Ivey, Andy Bloch, Jennifer Harmon, and John Juanda to name only a few.
With this crew of well-known players and a new TV audience that was seeing them on their screens with regularity, Full Tilt Poker was launched in early 2004.
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The launch was by no means soft; the company spent a significant amount of money plastering TV poker programs with their logos and sponsoring a long list of poker players to wear their clothing while in and out of the poker room. This aggression would be a key factor in the future of this business.