Taking on the biggest poker brands is nothing new in poker. In fact, it’s virtually a yearly declaration by whoever comes into the shark pool next, hoping to swim hard and survive.

“The fastest-growing poker tour on the planet” is common. Players who join a new brand speak of “making poker fun again” a lot, too.

The crib notes on that early bluster is that by default any new site has zero players, so it will naturally grow faster than any other poker brand once it starts getting players. Oh, and poker has always been fun, no matter what Kevin Hart tells you.

What it always comes down to with a new poker brand is how quickly they are prepared to back up the hype with big guarantees and prizepools that offer players a realistic alternative to what and where they already play.