A few words on the importance of ‘location’ within a brand story as PokerStars prepare to roll out the changes at the upcoming European Poker Tour pit stop in Monte Carlo.

Bill Perkins. Now, there’s a man who has his shit together. Tall, handsome, immaculate bone structure, a mass of finely tuned muscles, ideas flying out of his ears sprinkling feelgood juice on anyone within spitting range. Evidence that money can buy you an excellent looking birthday suit.

I’m in his apartment, asking him questions, one of which surrounds his hobby of making movies. I can’t remember the context, but I remember his response. For Perkins, making movies isn’t about making money, it’s about the love of the artform.

The more I think about it, PokerStars Live has the same feel.