In another instalment of Gambling Marketing Musings, Lee Davy takes a look at the partnership between 888Poker, the World Poker Tour and Aspers and how the three connect through brand story. 

If you’re European, it’s 10% likely that you were conceived in an IKEA bed. I’m not sure of the odds you own one of the triangularly shaped bins in your bathroom, but I bet you do.

If you’re from Sweden, you know that Ingvar Kamprad founded IKEA in 1943, smack bang in the middle of Hitler’s little party. Kamprad’s entrepreneurial skills began aged five when he sold matches to friends.

Suffering from dyslexia, Kamprad’s father rewarded him financially for doing well at school, and he used the money to start a small mail-order business called IKEA (an acronym of his name, and the farm and town where he grew up Ingvar Kamprad Elmataryd Agunnaryd).