Poker Central has inked a deal with Amazon’s video streaming service Twitch in a bid to turn members of the avid gaming community into PokerGO subscribers during the World Series of Poker.

Over 300 million people watched the UEFA Champions League Final last night. I didn’t. You’re more likely to find a trembling surgeon than a live sporting event worth watching live on TV, for free. Fortunately, it’s not the same for poker fans.

For now.

When it comes to content, the poker community has been lucky for way too long. Ever since I joined the industry in 2009, most content has been available for free, especially once the live stream revolution kicked in. The cost of running a live tour increased as organisations felt compelled to hire production teams to stream footage around the world, and to date, most of them haven’t found new streams of income to relieve the pressure of this burden.