Men's magazine FHM has signed an agreement with The World Poker Exchange, an internet poker site, intended to endorse poker as a real man's game. The campaign includes a string of advertorials to be published in FHM magazine, as well as a microsite devoted to poker on FHM.com, on which surfers can download poker techniques. The promotion crescendos with a special televised program to be broadcast on Bravo and the Ftn channel.
FHM has agreed to encourage its readers to pop in to the World Poker Exchange, which will allegedly invite its 10 best players to compete for £10,000 at a London poker night. Bravo and Ftn will broadcast progress reports for the World Poker Exchange's primary contenders.
A representative of the World Poker Exchange was quoted as saying that the alliance with FHM was devised to attract the UK's younger gamers to the World Poker Exchange; younger gamblers comprise 20% of the UK's total gambling market.
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