Poker Update – Bwin.party has announced that the long-awaited relaunch of its new online poker offering is set to commence around mid-September.

Company CEO Norbert Teufelberger confirmed that the rollout will include modifications that cater to recreational players and should occur in “the next two weeks.” Part of the plan encompasses rating players according to skill level in order to strike a competitive balance on the felt.

Also on tap in the new platform will be an emphasis on socialization with fellow players, as well as a gamification strategy that is designed to entice players to climb various ladders of achievement. PartyPoker seems on course to follow the trend in online poker that currently favors casual players.

In addition, bwin.party is taking aim at gaining share of the mobile online gaming market and is preparing a new mobile sport-betting release by year’s end. Bwin’s mobile revenue numbers currently lag behind its competition with only 9% of its revenue derived from players on the go. The gaming company hopes to increase those numbers substantially with a goal of 50% of revenue obtained via touch devices within 28 months.

“Mobile is a big area for us,” Teulfelberger told eGR. “If we get it right in the next few months, we should be able to win back market share.”

PartyPoker has fallen behind 888Poker to fifth place in PokerScout’s worldwide online poker rankings and is banking on its new online poker offering to gain player traffic. A television ad campaign will accompany the relaunch.

Bwin.party is also looking forward to the regulated online gambling launch in New Jersey that is scheduled for November 26. Bwin will supply the software for Atlantic City’s Borgata Hotel Casino & Spa. The company also intends to submit an application for a gaming license in Nevada’s online poker scheme.

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