Poker King took a leaf out of PokerStars’ marketing playbook by pitting Phil Ivey against basketball legend Allen Iverson in a series of one-on-one challenges.

Phil Ivey and Allen Iverson can be seen going head-to-head in a new video produced by Poker King. (Image: YouTube/Poker King)

The online poker site has been using its partnerships with Ivey and Tom Dwan to good effect in recent weeks. Candid interviews with the often elusive high-stakes stars have generated more than 1 million views on YouTube.

The latest video offering introduces what appears to be a new mini-series called Double or Nothing featuring Ivey and Iverson.