888 Holdings has confirmed the closure of online poker room Lucky Ace (www.luckyacepoker.com). The brand will be terminated by 28 December, with its existing player base migrated to 888’s main poker product 888poker.com.
The defunct poker brand had been in service for eight years, primarily used by 888 to target the German market.
In November 888 had halted new customer sign-ups to the Lucky Ace brand, as it prepared to cease its services. Lucky Ace players, media partners and affiliates have been communicated regarding the brand closure.
888 detailed that the decision to close Lucky Ace was undertaken in order to concentrate growth and corporate resources on its in-house managed 888Poker room.
888Poker is the current lead sponsor poker room sponsor of the World Series of Poker 2015, the worlds biggest poker tournament.