Online poker’s most scandal-plagued room is embarking on an unprecedented branding experiment.
Lock Poker is undertaking a complete overhaul that will see the room replace their name, logo and myriad other elements with a fully extended middle finger.
“We wanted an identity that spoke to exactly how we view our customers,” said Lock Poker CEO Jen Lawglum. “And we couldn’t think of a better way to do that than a firm, proud, right-in-your-face middle finger.”
Lock reportedly owes players in excess of $1 million in unpaid cashouts.
In addition to the brand name and logo, nearly all elements of Lock’s online poker room will be replaced with a middle finger, including:
- Chips and cards, including card backs, shapes and rankings and images on the card face.
- Graphical overlay elements such as the numbers used to display pot size and chip stacks.
- And, of course, every single user interface element in the cashier.
An exclusive preview of the new Lock Poker:
A number of other branding themes were considered, according to Lawglum.
“We thought about an image of feces being flushed down a toilet, but realized players might not get that the feces represented them and not us,” said Lawglum.
