In episode three of the second season of Footprints in the Market | Influencing iGaming, we’re delighted to welcome Devilfish Poker Founder JJ Williams. JJ sat down for a chat with Digital Footprints Managing Director Sharon McFarlane about the power of social interaction in player acquisition and retention, how Web3 is disrupting the iGaming space, and much more!
The Future of Web3 in iGaming
iGaming has long been dominated by a pay-to-play model, where users compete with real money and operators chase short-term gains. Devilfish Poker flips that model by building around community, longevity, and accessibility, core values at the heart of Web3
JJ explained:
“Our focus really is just providing the best experience for our players… Our model is different. We’re not necessarily competing with the big guys. We go for this social-based approach, and we compete in a different market. We get the majority of our players from the crypto world.”
By engaging with NFT and crypto communities at a grassroots level, Devilfish Poker builds a different kind of loyalty, and the Web3 ethos of decentralization and community fits this model perfectly.
Leveraging Discord for Community Engagement
Finding routes through which players can be engaged has long been a challenge faced by iGaming brands. Devilfish Poker has found an effective solution, leveraging the messaging app Discord as a means of communicating with players and growing a community.
JJ explained in more detail:
“Discord is our biggest strength. That’s where our community lives. That’s where they converse… We get between 15 to 20,000 messages a month. Players talk every day, ask how their day was, play mini-games. It adds that layer of community, that fun aspect.”
Challenges in Scaling a New Product
Scaling any product comes with growing pains. JJ openly shares that they’ve had to navigate learning curves, especially in a space as fluid and unpredictable as Web3. But he also emphasizes a key insight that could serve as a blueprint for other startups: lead with fun and monetize later.
Instead of burning resources chasing short-term revenue, Devilfish Poker builds a sticky user base by making the platform genuinely enjoyable. From themed events to community games, the focus is always on value-first engagement.
JJ said:
“Make it fun, a good place to come… Try just getting numbers in there to start with and then look at monetizing them slightly later. If you pick something fun… and not think ‘how much can I make off them?’ right away, it’s way more likely to be a success.”
JJ and Sharon also discussed:
Competing in the Crowded Poker Space (jump to 3.05)
Less Community Focus in iGaming Today (jump to 6.55)
Navigating Geographic Regulations (jump to 12.32)
A massive thanks to JJ for the insights. Watch this space for episode 4!
