The poker, fantasy sports and eSports experts at ALL IN Magazine are hosting three unique parties throughout Super Bowl weekend at one of the most elite private estates in Paradise Valley, AZ.

The business objective is to solidify ALL IN as a premier brand and to deliver an experience that their fans appreciate. To accomplish this, they have outlined three elaborate evenings worthy of the celebrity guest lists they have confirmed. Highlights of the weekend include headlining performances by the official house band of The Tonight Show Starring Jimmy Fallon, The Roots; a Celebrity Poker Tournament where the top players in the world are vying for exotic prizes; and the Ultimate Tailgate Party with celebrities mingling alongside sports legends.

The impetus behind their coveted-ticket events is to grow awareness to their organization. As most companies appreciate, the more individuals that are introduced to your brand, the higher the opportunity a company has to earn them as a customer. So from a business perspective, are the time, money and effort spent to throw these mind-blowing Super Bowl parties worth it?

“While the time and expense of organizing these events have been significant, we feel that every effort is worthwhile,” says Pete Findley, CEO of ALL IN. “There are hundreds of millions of people that play across the platforms that we cover every month, even though our industry has been labeled a subculture. The popularity clearly shows that gaming is a mainstream experience. By heightening the awareness of ALL IN with parties like these, we hope to elevate the esteem and excitement of the entire industry.”

The popularity of poker began to spike dramatically more than a decade ago, and the number of people that play and follow the game continues to grow. Fantasy sports and video gaming are complementary industries and both have been dramatically increasing their reach. With market conditions booming, ALL IN says they sees this as the right time to push the industry from a secondary market into the mainstream, with their parties as a highly visible platform to do so. The business decision to throw a weekend of Super Bowl parties then becomes a highly calculated, intelligent call, believes ALL IN.

“ALL IN is an aspirational brand. Our weekend of uniquely themed parties is aligned with how our customers choose to live life – all in,” continues Findley. “Providing our fans with an experience unlike any other isn’t any different that what we’ve been doing for years.”