All In on Community: JJ Williams on Devilfish Poker’s Reinvention

_{Devilfish Poker’s CEO says new era calls for respectful competition and community collaboration. (Image: Devilfish Poker)}

Devilfish Poker has introduced a bold new set of community guidelines designed to clean up online poker play and put people before profit. In a space often marred by toxicity and ego-driven competition, Devilfish is shifting its focus from just the cards to the culture around them.

The guidelines, first teased in a viral LinkedIn post, mark a clear break from the negativity that often permeates online poker rooms. At the centre of this initiative is Co-Founder and CEO JJ Williams, who spoke exclusively to Casinos.com about how these principles aim to reshape digital poker.

More Than a Poker Room

From day one, Devilfish Poker aimed to become more than another poker site. According to Williams, the goal was a next-generation social poker experience: decentralised, skill-based, and built in collaboration with its players.

The new guidelines outline this vision. They set expectations for behaviour that encourage respect and sportsmanship, rather than relying solely on punishment.

Key principles include fair play, respectful interaction, and active player involvement through the platform’s “co-creator ecosystem.” This structure invites users to influence decisions around tournament formats and platform features.

“In our guidelines, integrity goes beyond banning cheats. It includes respecting a well-played hand and upholding the kind of poker Devilfish himself would have admired,” Williams explained.

For Williams, poker remains a social experience worth protecting. In a digital world that often rewards outrage, these rules act as a countermeasure. The platform promotes good sportsmanship and healthy conversation, especially through its Discord server, which now has over 20,000 members.

Accountability That Works

Even the best guidelines mean little without proper enforcement. Devilfish Poker has introduced a tiered approach to rule-breaking that prioritises education over punishment.

_{Legendary poker pro Dave “Devilfish” Ulliott left a lasting legacy in the poker world. (Image: Devilfish Poker)}

Minor violations typically prompt a conversation with a moderator, who aims to raise awareness and shift behaviour. More serious issues escalate to warnings, suspensions, or permanent bans.

Moderators come from within the community. Rather than act as strict enforcers, they serve as stewards of the platform’s culture.

“Moderators are not here to swing the hammer,” said Williams. “They protect the experience for everyone.”

Clarity Over Confusion

Many online communities struggle with vague rules. Devilfish has chosen a more transparent path. The guidelines clearly ban behaviour such as repeated negativity and table disruption.

Williams acknowledged that emotional reactions to bad beats are natural. However, ongoing toxic behaviour poisons the table atmosphere. Similarly, attempts to sow Fear, Uncertainty, and Doubt (FUD) undermine the trust at the heart of the co-creator model.

Education plays a key role. New users are introduced to the guidelines during onboarding. The platform also posts regular reminders and answers questions through Discord to keep expectations front of mind.

A Supportive Culture

Toxicity plagues many competitive spaces and online casinos. Devilfish aims to change that by encouraging a culture where players help each other.

Experienced users are encouraged to share their knowledge and welcome newcomers. This creates a peer mentorship dynamic that makes the game more inclusive.

“Our guidelines promote constructive conversation and respectful debate,” said Williams. “This helps players learn and feel like they’re part of something bigger.”

The platform highlights positive behaviour, celebrating both skill and good sportsmanship. Devilfish wants players to value the social and strategic sides of poker more than bonus chasing or isolated wins.

Shared Responsibility

Moderators don’t carry the whole burden of enforcement. Devilfish empowers its community to maintain standards. Players can report issues, offer guidance, and lead by example. Those who show consistent, positive engagement may become moderators or ambassadors.

Williams also pointed out that the guidelines are not set in stone. Devilfish considers them a living document that evolves based on player feedback.

In Line with the Devilfish Mission

Ultimately, these guidelines represent more than just a ruleset. They bring Devilfish Poker’s mission to life: to build a respectful, community-driven, and skill-focused poker platform.

“They’re not an afterthought,” said Williams. “They put our core values, fair play, collaboration, and community, into practice. They define what Devilfish is meant to be.”

By centring people instead of profit, Devilfish hopes to create a poker space that’s not just enjoyable, but sustainable. It’s a vision that honours the spirit of Dave “Devilfish” Ulliott while redefining what it means to win online.