The term “poker ecology” refers to the overall health and sustainability of the poker community, encompassing online platforms, live clubs, and social play. It centers on the coexistence of different player types, from experienced “sharks” to casual “fish”, and aims to maintain fairness, excitement, and long-term engagement.

In 2025, the poker ecosystem is being reshaped by emerging technologies (AI, blockchain, VR), evolving regulation, and heightened competition in the broader iGaming landscape. According to industry reports, the global online poker market is projected to grow from approximately $5.3 billion in 2024 to $11.4 billion by 2030 (GlobeNewswire).

Some market analyses, such as those by MarkNtel Advisors, offer a more optimistic outlook, projecting the global online poker market to reach $37.19 billion by 2030, growing at a CAGR of around 29%.

However, in certain regions, poker’s share of total iGaming GGR is declining: for example, in Spain, online poker accounted for only €19.1 million in Q2 2025 (~4.7% of the market) with a year-on-year decline of −25.2%, as started by the Dirección General de Ordenación del Juego (DGOJ). This highlights the need for active ecosystem management.

Fish and Sharks

Fish – the foundation of the ecosystem. Fish players, newcomers or recreational participants, are the lifeblood of poker. They bring liquidity, activity, and diversity to the tables. Without them, the environment becomes overly competitive and uninviting.

Sharks – drivers of competition. are the professionals who elevate the level of play and sustain poker’s strategic depth. They drive excitement but must coexist with fish players in a way that keeps the ecosystem accessible and rewarding for everyone.

Maintaining a dynamic balance between these groups is what defines a healthy poker ecosystem. Too many sharks discourage new players; too many fish reduce competitiveness and engagement.

Maintaining the Balance

Modern tools and strategies for managing the poker ecosystem:

Game Variety and Innovation

Offering multiple game formats, like cash tables, sit-&-go’s, tournaments, and fast-fold games, helps ensure inclusivity across all skill levels.
Platforms that evolve through feature innovation and player-centric design maintain stronger retention and engagement.

Skill-Based Matchmaking

Modern platforms increasingly rely on AI-driven skill-based matchmaking, ensuring that players face opponents of similar ability. This prevents early frustration and boosts long-term engagement.

Tutorials, Onboarding, and Education

Leaderboards, interactive training modes and coaching integrations enhance player development and retention. Modern poker platforms now feature guided practice tables, replayable scenarios, and adaptive AI opponents for hands-on learning. Integrated coaching tools, from built-in hand reviews to live mentor sessions and AI-driven feedback, help players improve strategically while staying engaged, fostering a smarter, more balanced poker ecosystem.

Stake Management

Well-structured stake levels prevent early losses for beginners while keeping high-stakes play exciting for experienced players.

Low-stakes tables, freerolls, and micro-tournaments can serve as safe learning spaces, while VIP events and progressive tournaments attract sharks.

Multi-Tabling Limits

Limiting the number of simultaneous tables helps protect recreational players and keeps games more evenly matched. While multi-tablers generate higher rake, unrestricted volume can distort the economy and shorten casual players’ lifecycles.

Diversification Beyond Poker

Operators increasingly add complementary content, like casino titles, skill-based games, or casual activities, to extend player sessions. This approach encourages retention and allows players to shift between risk levels.
 

Responsible Gaming

In 2025, Responsible Gaming is no longer optional, it’s a competitive differentiator. Deposit limits, loss caps, time reminders, and player well-being features are crucial for sustainability.

Personalization through AI supports player well-being and compliance with global standards. According to European Gaming Media, AI enables online casinos to personalize player experiences, matching users with preferred games and tailoring bonuses to their spending habits and play styles. Advanced chatbots now handle complex queries, resolving issues faster than ever.

Promotions and Bonuses

Carefully designed bonus systems can maintain engagement without creating dependency.
 

• For fish: freerolls, low-risk tournaments, or no-deposit bonuses to encourage exploration.

• For sharks: loyalty programs, high-roller rewards, and ranked tournaments.

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Gamification

Gamification elements, like missions, challenges, achievements, and seasonal events, enhance engagement and build community.

Modern platforms combine these mechanics with social interactions (friends lists, club tournaments, team modes) to strengthen emotional connection.

Reports indicate that gamification and AI now define the future of iGaming. A 2025 iGX–Optimove study found that all surveyed operators use gamification, like achievements and personalized challenges, to boost retention, while 61% already deploy Generative AI for personalization and predictive analytics. Together, these tools drive engagement, loyalty, and data-driven growth across the industry.

Safety and Security

The future of poker depends on trust. Encryption, RNG auditing, anti-collusion systems, and data transparency all contribute to ecosystem integrity.

As stated by GlobeNewswire, integration of blockchain and AI for fairness and fraud prevention is a growing trend, with AI‑driven player analytics, anti-cheating algorithms, and blockchain‑powered platforms improving transparency, trust, and the overall integrity of online poker ecosystems.

Conclusion

Maintaining a healthy balance between fish and sharks is not just a design choice, it’s a strategic priority for every poker operator. In an increasingly competitive iGaming market, sustainability depends on fair matchmaking, diverse gameplay, responsible engagement, and strong retention strategies.

By addressing the needs of both recreational and professional players, platforms can create a harmonious and sustainable poker ecosystem, one that is inclusive, transparent, and built to thrive in the evolving iGaming landscape.

Connective Games Malta: Building Sustainable Poker Ecosystems

Connective Games Malta offers one of the industry’s most advanced poker platforms, combining a wide range of engaging features for players with powerful marketing, analytical, and operational tools for operators.

Through its modular architecture and customizable game environments, Connective Games Malta helps partners maintain a healthy balance between fish and sharks, supporting long-term engagement, responsible play, and business growth.

With over two decades of iGaming expertise, the company continues to drive innovation in poker software, gamification, retention strategy, and ecosystem sustainability, empowering operators to build stronger, more dynamic poker communities around the world.

Get in Touch

To learn more about how Connective Games Malta can enhance your poker platform and ecosystem, contact the team at [email protected]