DevilFish Poker Brings Community-Driven Innovation to ICE Barcelona 2026

Unlike traditional real-money platforms, DevilFish focuses on accessibility, enabling players from all over the world to take part without the regulatory barriers associated with gambling.

DevilFish Poker Brings Community-Driven Innovation to ICE Barcelona 2026

DevilFish Poker made a strong impact at ICE Barcelona 2026, as the fast-growing free-to-play poker platform joined industry leaders from across the globe to explore the future of gaming and player engagement.

The DevilFish team connected with partners, suppliers and peers throughout the show, with JJ Williams, CEO of DevilFish Poker, sharing insights into how the company is redefining poker through a social-first, free-to-play model.

Unlike traditional real-money platforms, DevilFish focuses on accessibility, enabling players from all over the world to take part without the regulatory barriers associated with gambling.

“Free-to-play is great because you can reach all the markets. It doesn’t have the limitations that certain real money sites have, so we can really get global reach,” JJ said. “We’ve built a community of players from all over the world, which we feel is a good foundation to build a company on.”

At the core of DevilFish’s offering is its emphasis on social interaction. With thousands of active members across its community channels, the platform prioritises connection and entertainment over wagering.

“It’s also nice for players when they’re not losing money,” JJ added. “When people aren’t wagering and getting disheartened, you can really build a community of people that play with you all the time and have fun.”

DevilFish generates revenue through digital skins and blockchain-powered avatars, allowing players to own and showcase their in-game identities.

“Our products are technically NFTs. Players buy it, they own it — it’s an asset that they have,” JJ explained. “They show it off at the tables. It really becomes their digital identity.”

These Genesis Avatars play a key role in player retention, encouraging personalisation and long-term engagement, much like modern social gaming platforms.

Poker itself is also being reimagined for today’s audiences, with DevilFish introducing shorter, faster-paced formats and themed table experiences designed to appeal to younger, tech-savvy players.

“We do points games under ten minutes and keep it really fast-paced,” JJ said. “For us, it’s about making poker more exciting for the newer generation.”

While adoption has been global, JJ noted that DevilFish’s community-driven model resonates across multiple regions, with players connecting not just through gameplay, but via Discord and social platforms.

“There’s people all over the world. Some love the digital identity side, others love the community,” he said.

Looking ahead, DevilFish Poker is focused on scaling its player base while expanding its product offering with new game variations, customisation features and both blockchain and non-blockchain digital assets.

“Scale is a big thing for us,” JJ shared. “We’re launching more products, improving avatar swaps, adding themes and rolling out site updates. We want to make it easy for anyone to come on and buy digital assets.”

With its blend of free-to-play online poker, digital ownership and community-first design, DevilFish Poker continues to carve out a distinctive position in the evolving gaming landscape.

Learn more about DevilFish Poker at devilfish.com.