British Invasion

When British-based online poker room PKR decided to have a presence at this year’s World Series of Poker tournament, organizers for the brand knew the event would need to make a big splash. After evaluating a number of high-roller suites at various hotels—and even a few off-Strip mansions—PKR settled on a symbol of the city's hedonistic indulgence, Hugh Hefner’s Sky Villa at the Palms.

PKR scheduled the July 1 bash to coincide with the start of the world series’ main event: the 13-day high-limit Texas Hold ‘Em poker tournament. Played at the Rio All-Suite Resort and Casino, the series began May 26 and is the world’s biggest and most famous poker tournament, drawing players from more than 100 countries, including many from the company's primarily European base. (Americans aren't permitted to play on the Web site as a result of the Unlawful Internet Gambling Act passed by Congress in 2006.)

PKR marketing manager Erika Schwartz insisted that the company has a vested interest in making a statement at the world’s most prestigious tournament, even if it is held in the United States. “We wanted to do something special for our players who will be here for the tournament," she said, "and hoped to elevate our awareness within the international scene [in the process]."

PKR chose the venue with input from Quintessentially Events. The two-story Hefner villa sits atop the Palms Fantasy Tower and includes a central glass elevator flanked by waterfalls, a gym, massage room, sauna, steam room, Jacuzzi pool cantilevered dramatically over the ground below and—in homage to the man who inspired the villa—an eight-foot-diameter rotating bed.

Inside the villa, guests were greeted by servers in Playboy Bunny costumes, who offered a selection of five specialty cocktails, while two bars inside ensured the libations flowed throughout the night. Six flat-screen TVs throughout the villa displayed PKR’s slick promotional videos showcasing the site's animation graphics.

On either side of the central glass elevator, light boxes in PKR’s signature teal served as platforms for two go-go dancers who performed throughout the evening. An additional 20 female models “helped balance the male-to-female ratio,” as Schwartz put it.

Although the villa accommodates 300 people, PKR aimed to keep the guest count at an exclusive 250. In addition to targeting players from the site, organizers liaised with area hotel concierges to identify European poker players to include on the invitation list.

Overall, the ambiance was well suited to furthering PKR’s brand objectives, Schwartz said. “PKR views poker as a lifestyle or an entertainment brand. We promote our site as like we’re a record company or a movie company and we aim for the younger, 18- to 34-year-old player. [The minimum gaming age abroad is 18.] Our attitude is more like a hip retail brand than like most online gaming sites you’ll find.”