Social video specialist Unilad has gone ‘all in’ on a new global partnership with gambling platform Pokerstars as both businesses look to leverage their combined content and social media clout.

Under the terms of the agreement conceived by creative agency Gravity Road both parties will co-create brand new content while Unilad will also distribute exclusive PokerStars content such as Poker championships, how to series, content fronted by global PokerStars ambassadors Usain Bolt and Kevin Hart and a poker lifestyle series.

Unilad chief executive Liam Harrington said: “PokerStars are at the top of their game and we can’t wait to share what they do and create stand out content for our global audience. We want this partnership to appeal to fans of poker, new fans and the yet-to-be converted – and who knows we might have a Unilad pro player on the tables soon."

Director of poker marketing at PokerStars, Vadim Soloveychik, added: “We are excited to be partnering with Unilad and bringing together the world’s largest poker site together with the world’s largest social publisher. Unilad are a great partner for us and share our vision of bringing poker to a whole new audience and in a way we have never done before.” 

Unilad’s social media reach now extends to one billion people a week worldwide while PokerStars counts 110 million customers.

Pokerstars recently featured Usain Bolt and Kevin Hart in its #Gameon campaign.