Devilfish Poker Marks 20 Years with a Bold Vision for the Future

_{The changing face of Devilfish poker. (Image: JJ Williams)}

This year marks the 20th anniversary of Devilfish Poker, a platform founded in 2005 and inspired by legendary player Dave “Devilfish” Ulliott. Now under the leadership of CEO JJ Williams, the brand is being reimagined for a new digital era.

“It’s huge,” Williams said on the Casinos.com Podcast. 

“The company has changed hands a few times, but the branding and the story behind it, and the fact it’s still been going for 20 years, is remarkable.”

Listen to the full interview on our Podcast:

Carrying the Devilfish Legacy

Williams said the spirit of Dave Ulliott continues to inspire the community.

 “All our players really appreciate the fact that we’re based on such an industry giant. Everyone knows him. We repost some of his old videos, and it always gets a really positive response because everyone knows what a character he was.”

Innovation and Player Engagement

Reflecting on how poker has evolved since 2005, Williams noted:

“When it launched, online poker was a completely different landscape. Now it’s way more competitive, and companies have to work harder at offering gamification and new strategies to keep players engaged.”

One standout example was Devilfish’s sellout mint of 10,000 avatars on Immutable. “They went in two hours,” Williams said.

 “It showed that people wanted more than just your average poker game. Players want something different, with digital ownership and community.”

Blockchain, Web3 and the Next Generation

Williams believes blockchain and Web3 are shaping the future of poker. “With blockchain, players get more variety in payment options, but also things like digital passes and avatars. If it’s done correctly, it’s a powerful tool to keep players engaged.”

At the same time, he stressed the importance of accessibility and responsible play.

 “Our focus is the social side of things. We don’t have wagering or depositing on our site, it’s all about free-to-play games, community, and keeping it fun.”

Live vs Online Poker

Despite innovation online, Williams insisted live poker will never lose its place.

“There’s something about sitting at the table, reading people, seeing if they’re bluffing. You can’t beat the chips clattering in a casino.”

He predicts a future of hybrid experiences: 

“If you’re an online player on Devilfish and you go to Vegas, maybe you could claim a reward on the app. Hybrid live-digital experiences are definitely the next step.”

Looking Ahead

_{The young and ambitious JJ Williams}

When asked what’s next, Williams was clear:

“We’re just looking to expand, more players, more features, more social tools. We want to onboard a younger audience with shorter games, gamification, and community features." 

"Poker will always be about strategy and skill, but the experience around it has to evolve.”