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This week, Phil Galfond on his blog Run It Once,  revealed his vision on a new poker site, with a slogan of being “fair, honest and transparent”.

The poker pro, who has close to $2,5 million in live tournament winnings and almost $8 million in online take downs, announced he plans on creating a new poker platform. He wants the new poker site to be usable by both pros and beginners and to past the test for fairness and ethics.

Galfond wants to create a site that values all poker players, from professional to casual. He reveals he will “give his best shot” and he is willing to put his reputation on the line to create a poker site he believes in.

This is not a new thing, other poker pros have launch online poker sites in the past. Poker Legend Doyle Brunson, David “Devilfish” Ulliott and Johny Chan launched own branded platforms back in the golden age of online poker. More recently, Phil Ivey, also though about doing it, although he never did it full-fledged.

However, the difference seems to be that Galfond is taking a more active role in his project. Galfond will create a site from the ground up, instead of putting his name on a pre-existing project. Even though the player is aware of the risks, he believes his background as a player will give him a strong foundation.

Why is Galfond doing it?

Galfond’s move could be a reaction to the fact that major operators such as 888poker and PokerStars are shifting their business to appeal more to casual players than pros.

“The site should value the professional for embodying the dream that brings so many people to poker. For proving that poker is a game of skill. For promoting the game of poker to their fans, students, followers or subscribers”, wrote the player on his blog Run it Once.

Galfond is a player that is in the top of the online game for almost ten years, the process of creating a site and obtaining a license to operate will be an uphill battle, but he is one of the players who could pull t off.