Bluff Media Purchased by Churchill Downs

Bluff Media, the parent company of the popular poker periodical Bluff Magazine, was purchased by Churchill Downs, Inc. Friday, allowing the horse racing giant to have a hand in the world of online poker.

The terms of the purchase give Churchill Downs give the Louisville, Kentucky based company complete ownership of all Bluff Media properties in the United States. This includes Bluff Magazine and the online version of the same publication, as well as ThePokerDB.com, one of the most popular poker databases in the world.

However, the purchase is unlikely to have much impact on those who enjoy reading Bluff’s coverage of the poker world. It appears that Churchill Downs plans to allow Bluff to operate in much the same way that they have since their inception, and most or all of the senior staff are expected to retain their current positions.

The real reason behind the purchase may have more to do with the possible future of online poker in the United States than the publications and information Bluff produces. By purchasing Bluff Media, Churchill Downs now has control over a widely-recognized brand name in the online poker world – one which would be a good fit for a future regulated American internet poker site.

Churchill Downs is certainly no stranger to the world of gambling. They are the organizers of the world famous Kentucky Derby, one of the largest and most prestigious horse racing competitions in the world. The company also owns several horse racing tracks, including their namesake and others that have attached casinos and/or poker rooms. Churchill Downs also has ownership stakes in Horse Racing TV and other industry properties.

Bluff Magazine began operations in 2004 as a bimonthly magazine, and then moved to a monthly publication schedule in 2005. The magazine is perhaps best known for their extensive print, online and radio partnerships with the World Series of Poker.