The reason for Harrah's quick action is that poker has become one of the hottest commodities on television, even drawing attention from network giants. When NBC recently aired the Travel Channel World Poker Tour's (WPT) Battle of Champions opposite the Super Bowl pre-game show, the poker tournament drew the second highest ratings in the time slot behind the quintessential football event itself.

In fact, the WPT has become the major driver behind the resurgence in poker, an even more astounding feat considering that the phenomenon was virtually non-existent one year ago. While the exposure and promotional possibilities were the real bait for Harrah's purchase of WSOP rights, the WPT has proven that poker tournaments could become lucrative themselves, with the company expected to show profits this year.

Launched on the Travel Channel last March and airing regularly on Wednesday nights, the WPT has consistently been the cable network's number one rated series. While televised poker games weren't new at the time, the WPT revolutionized the production values by using 13 different camera angles, allowing viewers to see the hold, and highlighting the drama of the competition, using commentators and concentrating on the players instead of the play alone.

While Harrah's is looking to generate interest in its properties [through the WSOP], the WPT is showing that poker itself can generate revenues. Last month, the company entered into an agreement with New York-based Brandgenuity LLC to license products ranging from T-shirts and card decks to video games and poker self-help kits with the WPT brand.

The WPT has already been approached by numerous manufacturers and vendors seeking to apply the company brand to their product. With clients including Snapple, Sports Illustrated, TV's This Old House and Meow Mix, Brandgenuity will be the agent sorting out the lucrative potential for an undisclosed percentage.