The Holy Grail
Whatever you want to call it… sponsored pro, ambassador, a member of Team [insert poker site], getting signed by a poker site is the Holy Grail for a lot of players. Deciding to turn pro was not a conventional life choice, so representing a site is not just recognition in a community of peers but can also be a vindication of sorts and something to mention at family dinners.
Poker sites have oscillated over the years on what makes a good pro.
The fact that a poker site thought it was a good idea to patch you up and to identify with you means you transcended the game in some way, either by excelling at it or by putting something back into it. Poker sites have oscillated over the years on what makes a good pro.
It used to be the old school player – a character who had been there at the birth of TV poker. For a while, the rags-to-riches Cinderella story was emphasized, epitomizing the poker dream. Then it was someone from the game’s elite, an aspirational figure whose success would have come in all possible worlds. For the past 8-10 years, it is the person who can play but also entertain – the content creator.
When I was hired by Unibet Poker in 2017, they had me pegged as someone who could break out in the streaming space. How wrong they were. My Twitch numbers never took off, but my podcast “The Chip Race” with Dara O’Kearney did. Fortunately, the Unibet team didn’t try to force a square peg into a round hole, and in 2018, I was allowed to focus on the show and my stream was sent to a Twitch Farm upstate.
WPT Global Investing in Streamers
Despite my shortcomings in the medium, it was obvious that streaming was the future. Twitch and, more recently, YouTube became important platforms for poker operators to showcase their products, and streamers were the ideal way to put their brand in the shop window. Audiences love narrative, and for poker audiences, that means railing a deep tournament run, following a bankroll challenge, or just getting to know the player who is letting them peek behind the curtain of their poker game.
the community aspect that you bring is one of the main attractions for a site”
Having streamers on your roster is vital for poker sites for both acquisition and retention and that is where community-building comes in. Irish Twitch sensation Fintan Hand was signed by PokerStars back in 2017 and knows a lot about growing an audience. Speaking to VegasSlotsOnline News in 2021, Hand said: “Apart for the obvious in expecting value, I believe these days the community aspect that you bring is one of the main attractions for a site.”
In the last six months, WPT Global has made a big push into the Irish market, not only signing “The Chip Race” podcast, but also investing heavily in both established and up-and-coming Irish streamers. VSO News reached out for a Q&A with those streamers: online beast and Twitch veteran Sven McDermott, EPT, EMOP, and two-time Unibet Open champion Padraig O’Neill, and gamer turned poker pro Shane Murphy.
Q&A
When you distill it down to its core, the job of a sponsored poker streamer is to showcase poker to as wide an audience as possible, to educate people about the game, and maybe to persuade them to give it a try themselves. What was it like taking on that responsibility and how does it differ from when you first started streaming?
Padraig O’Neill: I’m rather new to streaming. I started in 2025. So far, I feel like a lot of my audience have a good bit of experience playing and enjoy my stream because I talk a lot of strategy. I’m happy to answer questions and showcase poker as a game of skill, but also the highs and lows of MTT poker.
even if I make a stupid mistake, I like how it forces me to be accountable”
Shane Murphy: Taking on the responsibility of being a sponsored poker streamer was a bit nerve-wracking for me at first, but not because I was nervous to be on camera. I’ve streamed myself playing games like League of Legends, Apex Legends and Rainbow 6 Siege. The reason that I was a bit anxious about it all was because I am a recreational poker player, nowhere near as good as the people around me. Knowing that I was going to make mistakes in front of an audience made me hesitant at first, but now, even if I make a stupid mistake, I like how it forces me to be accountable. People watching are happy to offer advice and that’s great because my aim is to get better at a game that I love and I probably wouldn’t have ended up putting this much effort into improving had I not gotten the WPT Global deal.
Sven McDermott: I have always found it very easy to be an ambassador for the game because of my sheer love for it! It has given me so much, both financially and how it helped me build character. It hasn’t really changed for me since I started streaming. My main focus is removing the stigma that can exist for poker and present a way more positive picture.
Back in 2015, industry marketeers viewed Twitch as the way to tap into a generation of players that they maybe felt like they failed to attract in the early 2010s. Since then, it has been seen as a way to inspire a new generation, understanding the obvious crossover with gaming. How effective do you think you and the other streamers have been/can be?
Padraig O’Neill: I can only talk about pre-2025 from the perspective of a player and Twitch viewer. During the COVID lockdowns in particular, I think the streamers did a fantastic job of showcasing the game and bringing in new players. Before that, Jason Somerville, Parker Talbot, and others did an amazing job, bringing fresh eyes to the game.
Shane Murphy: I think streamers today have a huge opportunity to inspire a new generation of poker players with their content. When I started playing and had no idea what I was doing, I was hooked on watching poker streamers and would try to absorb as much information as possible. The idea of being able to be better than someone else at the game was so enticing for me. Content that emphasizes the strategic aspect shows how rewarding the game can be once you finally start to understand it. That’s what drew me to the game, that’s what really excites me, and I don’t think online poker creators get enough credit for the poker growth we’ve seen over the last few years.
Sven McDermott: Streamers were a huge part of me getting into poker, so I know firsthand how effective they can be, watching their journey as you go on your own poker adventure. I feel like a lot of streamers were there by my side, even though I was just railing them on Twitch, particularly the ones who motivate their audience with their passion and resilience.
The other aspect of Twitch is how it is a retention tool and that’s where the idea of community-building comes in. The WPT Global Irish team has invested in some established Twitch talent and some new, up-and-coming talent, too. Do you think having that two-pronged strategy is a good approach?
Padraig O’Neill: I think it’s an excellent strategy because it is giving me a job😆. Big streamers bring big audiences. Smaller, more niche streamers have more time for each individual within their community. Both are valid. Both bring something to the table. Whatever their experience at streaming, I have noticed that all members of the WPT Global team are hard-working people who help and advise each other. It’s great to give some new streamers a chance along with established guys like Sven.
Shane Murphy: Yeah, I think it’s great having established Twitch talent alongside up-and-comers. The veterans will always have advice for the newbies on how to grow their channels. Conversely, the newcomers will probably have some fresh content ideas.
it’s a good approach for a company to invest in streamers who are in it for the long haul”
Sven McDermott: Whatever the level of experience, I think it’s a good approach for a company to invest in streamers who are in it for the long haul. Poker is naturally different from other games, in that it can be a very legitimate career.
I don’t mind admitting that I was not a very happy streamer when I did it for a year in 2017. It was hard work and difficult to be “on” all the time. For that reason, I have huge respect for streamers because I know how tough and tiring it is. How do you stay motivated during those streams when your faves are withering?
Padraig O’Neill: It is tough when your bigger MTTs are gone and your viewership has tailed off as a result. But hey, that’s just poker as whole. Streaming showcases the highs and the lows. During those periods, I’ll try to engage with the chat as much as possible and they do help a lot on the streams that aren’t going well.
Shane Murphy: It can definitely be hard to stay motivated, but you’re going to have off days in your life. That’s where finding balance between IRL and online comes in, whether it’s going to the gym, going for a walk, or grabbing dinner with mates. Having time off, away from the computer, gives me the itch to get back to the tables and to turn the stream on.
Sven McDermott: Streaming can definitely be tough, which is why I mentioned character-building earlier. I’ve had times when I felt burnt out from streaming, which is natural because streaming a session is way more exhausting than just playing one.
Clips from streams make perfect short-form content – they can be nice, bite-sized in-game hand reviews for Instagram or shorts. They also simultaneously advertise you the streamer and WPT Global the online site. What is the key to a good clip?
Padraig O’Neill: I go with coolers and bad beats. They seem to be very engaging, I guess because the pain is relatable. I’ve tried to get some chat going by posting marginal hands – people love to chime in with their opinions. I’m still learning what works best.
Would a viewer who doesn’t know who I am watch this or just swipe away?”
Shane Murphy: The key to a good clip is a good hook! The first 2-3 seconds are crucial – there has to be a reason to stay. Ask yourself when making the clip: “Would a viewer who doesn’t know who I am watch this or just swipe away?” The hand has to tell a story and it has to be an entertaining one. A massive pot on its own is not enough – you need to be talking during it, giving your analysis, and showing some emotion.
Sven McDermott: I think the key to a good clip depends on the viewer. There are a wide variety of viewers, from the casual player to the person more involved in the game. For the former, an impactful clip showcases how engaging and fun this game can be, and also maybe how lucrative it can be. For the latter, I think you want to show off some of the deep strategy and psychology at play. That can really pull somebody in and pique the curiosity of someone who appreciates a deeper, more complex game.
