VIP Poker is the poker arm of VIP.com. VIP was formerly known as "VIP Sports", which was one of the most popular and highest-rated sportsbook from 2002 to 2006. The holding company that owned VIP, "Leisure and Gaming plc", even did an IPO on the London Stock Exchange in 2006. After the poker boom began, VIP decided to get into the poker industry and opened up "VIP Poker" but traffic at the room was always low. In 2006, the various VIP brands (VIP Sports and VIP Poker) were collectively rebranded as "VIP.com".
The UIGEA damaged VIP pretty badly. Not only did the legislation itself hurt, but VIP's owners, Leisure and Gaming plc, were in a particularly vulnerable legal position because they were a public company. So they sold VIP.com for $1. The VIP.com poker room switched to the Merge network but was never able to differentiate themselves.
Although VIP Poker has better traffic than it used to, it has no sign-up bonus or other substantial benefits that would make a poker player want to make it their primary site.
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