Bluff SA goes monthly online

Wendy Graaf, MD, explains that in addition to a growing trend for poker fans to source their poker content online, there is also an increasing demand for online leisure and gaming entertainment information.

"As a bi-monthly printed magazine, it could not stay as up-to-date as other online sources, with a great deal of its content being stale by the time it hit the news-stands. The title was clearly more suited to a digital format. Since Maverick's core business however, is print publishing within the health, fitness and bodybuilding niches, we were approached to take the title into the digital realm."

Magazine team

Admedia founder and MD, Wendy Graaf heads the team. She has over 13 years' experience in the gaming industry, launching the All Africa Poker brand and television channel content for Piggs Peak Casino. She also has seven years' experience in strategic digital marketing.

Dallace Jolly comes on board as editor-in-chief. With 20 years' experience in the publishing industry, she is also the editor of the Citizen's "CitiGaming" supplement.

Local poker expert, Ryan Dreyer, remains with the title as poker editor while journalist, poker player and All Africa Poker Tournament's resident blogger, George Kramvis, joins the team as editorial content manager. Mandla Utete manages online activity and assists with editorial content.

More channel options

By going digital, the magazine can keep readers up to date while still delivering in-depth features. With a target market high in early adopters of technology, the introduction of e-readers such as Kindle and the iPad made the option of a digital magazine even more appealing.

The title also takes advantage of other online channels, communicating fortnightly with its community via opt-in e-mailers promoting new events, products and competitions and supporting these initiatives with social media marketing.

"The digital platform means we can give brands the opportunity to interact with our community through video, music and game application downloads, rich media and direct hyperlinking to associated brand websites," adds Graaf.

Content revamp

The title has also been given an extensive content revamp and now caters to anyone who enjoys spending his or her leisure time at any of the licensed gambling operators. "Casino complexes offer so much more than just the casino floor and as such are an obvious choice for those who want to enjoy a show, dinner and a spin on the casino floor," says Jolly.

The digi-mag now has five broad sections: Casino, Poker, Life, Sport and Academy, which cover all licensed land-based casino entertainment, such as poker, slots, table games and tournaments, as well as non-gaming attractions - the hotels, restaurants, theatres, sporting events, health spas, golf courses and conference facilities which round off the casino resort entertainment package.

Being a lifestyle-oriented read it will also cover current and innovative high profile events and launches, with content extending to reviews and demos of relevant lifestyle products such as mobile handsets, gaming devices, and new music, game and video releases.

Finally, the title plans to work closely with the Gambling Board and Responsible Gambling programmes to help promote responsible gambling and educate people about casino gambling.

Target market

The title is e-mailed to 110 000 people who have opted-in for promotional information from gaming establishments. The majority of these are male (70%) and aged 21-35, with the rest of the database falling within the broader 18-55 demographic. An Internet-savvy audience, most are in the upper LSMs. They look for their entertainment within a gambling environment and thus have disposable income. This market is ranged across South Africa, with the greatest concentration being in Gauteng, KwaZulu-Natal and the Western Cape.

The now monthly digital magazine, reportedly South Africa's only poker magazine, was re-launched in mid-October 2010 as a free download from the website - www.bluffmagazine.co.za.