The goal is to increase WPT’s presence in mainstream channels
The World Poker Tour (WPT) has announced a new partnership with Genco International, signing a multi-year agreement that will bring an expanded line of poker products to the consumer market. The collaboration is expected to give fans and home game players access to professional-grade equipment while strengthening WPT’s brand presence beyond televised tournaments.
Under the deal, Genco gains the rights to design, manufacture, and distribute a wide range of WPT-branded merchandise. Products will include poker sets, casino-quality chips, playing cards, shufflers, chutes, table covers, and other home game accessories. Pricing will range from $4.99 to $149.99, with availability set for the latter half of 2025 at major retail outlets, online platforms, and direct-to-consumer channels.
Loc Sondheim, Vice President of WPT Studios, described the collaboration as a way to bring the excitement of WPT tournaments into players’ homes. “This collaboration brings the WPT experience into people’s home games, giving players the tools to elevate their games and feel like a real poker pro,” Sondheim said.
Genco Co-CEO Rubin Beige echoed the sentiment, highlighting the value of WPT’s global reputation. “WPT has earned credibility in the poker world, and now all players can access the same quality products and experiences as seen on TV, in their homes,” he said.
The deal was facilitated by All American Licensing and Management Group, founded by Timothy and Don Rothwell. The Rothwell brothers bring deep experience from industries such as Marvel Entertainment, Universal Studios, and NASCAR, and played a central role in connecting the two companies.
For Genco, the partnership also comes on the heels of its acquisition of Kroeger Inc., a once-prominent toy and gaming company that filed for bankruptcy with more than $7 million in liabilities. With Kroeger now stabilized under Genco’s leadership, teaming with WPT is seen as a strategic move to expand the company’s footprint and rebuild its market presence.
The agreement signals a broader effort to merge poker’s competitive edge with mainstream consumer access, offering enthusiasts an authentic way to bring the WPT experience into their living rooms.
