PokerStars upgrades web software

New system allows poker site to better manage content and brand

The system will help manage content

PokerStars, the world's largest poker site, has introduced new software to manage its content across its various web sites.

The new system includes authoring and site design, application deployment, content targeting, site analytics and testing tools.

It will make it easier for the brand to launch new products and services on its site, as well as analyse uptake.

"PokerStars' multinational operations have prompted us to look for cutting-edge technology to boost efficiency, ensure brand consistency across all of our marketing efforts and overcome the problem of protracted and resource-intensive content creation, management and localisation," said Michal Shinitzky, head of Digital Publishing at PokerStars.

The software, from vendor Autonomy, has a simple drag-and-drop interface, easy layout capabilities and existing templates for content.