A new version of poker named Face-Up Hold’em is the latest offering from software company Zone 4 Play, and will soon be available on multiple mediums across the United Kingdom.
CEO Shimon Citron has stated that the company is especially excited about the introduction of the new poker game. "We are constantly looking to expand our selection of online gaming solutions to provide maximum client satisfaction for our partners," Citron said. He also stressed the unique nature of the game and its compliance with a number of existing e-gaming platforms across the country.
Based on Texas Hold’em poker, Face-Up Hold’em, which is still awaiting its patent, offers poker fans a new twist. It is expected for general release in the second quarter of 2006 and will be available via the internet, interactive TV, mobile gambling platforms and participation television. Approximately 10 million households across the United Kingdom will be able to access the game to play fixed odds poker. Television fans will also be able to participate in poker television shows by betting on the outcome of the game.
The intensely competitive poker market has become an industry in its own right in recent years, with worldwide poker revenue exceeding $4 billion U.S. dollars in 2005 alone.

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