by Mario Alfonsi | Published on Feb 12, 2012 | Updated on Feb 12, 2012Churchill Downs, the Kentucky-based racetrack operator best known for staging the Kentucky Derby, became the latest gambling entity to stake a potential claim in the online poker world by purchasing Bluff Media. Bluff Media is the publisher of Bluff Magazine, as well the online equivalent, BluffMagazine.com. In addition, Churchill Downs will also now own other Bluff assets such as The PokerDB, one of the largest poker databases in the world. Other websites such as Bluff.com and BluffPoker.com are also part of the Bluff Media group.Churchill Downs has said that they will continue to maintain Bluff’s current business model, so those who enjoy the magazine’s content and coverage of major poker events shouldn’t see any drastic changes as a result of the purchase. Management at Bluff Media will also remain in place, and Bluff Europe should not be affected by the sale.However, the real benefit for Churchill Downs is the possibility of expanding into the realm of online poker in the United States if new regulations open up the American market to internet gambling. At the moment, Bluff does not offer any online gambling services. However, their wide recognition throughout the industry and among poker fans would make them an ideal brand with which to market a new online poker room.For their part, Churchill Downs already has some experience in the world of gambling – albeit of the live variety. Along with the Churchill Downs racetrack itself, the company owns part or all of several other racetracks around the United States, some of which include casinos (including some that operate poker rooms).This is far from the first move by a major American or European company to position themselves for a potential liberalization of US online gambling laws. Last week also saw the Golden Nugget Casino partner with ChiliGaming to open a play money poker room, while companies like Caesar’s Entertainment and 888 Holdings have also been looking for strategic partners for that eventuality.
