Gaming firm plans magazines launch

Gaming specialist Lyceum Publishing is launching two gambling lifestyle magazines in the UK next month.

The first, a monthly title called Bluff Europe, will be aimed at Poker enthusiasts and will offer news, analysis and expert tips from professional gamblers.

Initially, Lyceum plans to distribute the magazine in specialist retailers and card rooms, but it hopes to sell it on the newsstand if it proves popular.

The second, magazine, will partner the website and will be aimed at the site’s highest spenders. The print version will initially target its 50,000 “Platinum” members. It will be bi-monthly, and positioned as a glossy coffee-table magazine with a long shelf-life, offering a blend of entertainment, playing strategy features and interviews.

Focusing on the glamorous lifestyles of jet-setting high rollers, the first issue will carry an interview with entrepreneur and Virgin founder Sir Richard Branson.

Lyceum launched the original Bluff magazine in the US two years ago and now claims it is the country’s top-selling dedicated Poker title, with a circulation of more than 250,000.

Bluff editor-in-chief Michael Caselli, who will also oversee magazine, says: “The poker lifestyle in Europe is very different to that in the US, and Bluff Europe reflects that.”

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