The World Series of Poker (WSOP) is setting up shop permanently on the Las Vegas Strip, with a new retail store opening its doors on Monday, June 15, in the Horseshoe-Paris complex. Jack Binion, son of WSOP founder Benny Binion, cut the ribbon on Friday, June 12, marking the occasion at the casino that now hosts the annual poker championship.
Store Celebrates Poker Legacy
Occupying a major 2,320 square feet, the WSOP retail store far surpasses previous pop-up shops in size, offering everything from apparel to rare collectibles. The store’s design nods to the WSOP’s storied history, featuring collaborations with brands like New Era and a collection dubbed “On Felt.” A central LED installation plays iconic WSOP moments, while a championship bracelet sets the visual tone. One particularly striking aspect of the design is how the store layout acts as a timeline of poker’s evolution. Visitors begin their journey with an entrance designed to evoke early Nevada gaming days, transitioning to a more modern aesthetic as they progress. This stylistic shift mirrors poker’s growth from fringe game to global phenomenon.
Future Expansion Possible
While this marks the first permanent retail location for the WSOP, it’s far from the only one planned if hints from the organization are any indication. Described as a “flagship” location, there are expectations of additional stores at regional casinos frequented by WSOP Circuit events. Potential sites could include Harrah’s Cherokee in North Carolina or Horseshoe Hammond near Chicago. And despite Caesars selling the WSOP brand to NSUS Group in 2024 for a hefty $500 million, the event will continue under Caesars’ management in Las Vegas until at least 2044. Caesars even rebranded Bally’s as a Horseshoe just to highlight its WSOP commitment.
Binion’s Legacy Continues
The World Series of Poker traces its origins to 1970 when Benny Binion hosted a small invitational at his downtown Las Vegas casino. Still, his vision—to pit the best players against each other in public view—has grown into a global event. But while the Binion family no longer has any operational stake, Jack Binion’s involvement in inaugurations and ceremonies continues to underscore the family’s historical connection. A prominently displayed photo of Jack Binion inside the store serves as a reminder of his pivotal role in shaping the series’ early identity. Although the Binion family has moved away from management roles, their legacy is still celebrated. Industry insiders and tourists alike find echoes of poker’s storied past infused in the store’s ambiance. Looking ahead, the next step for the WSOP might include expansion into other regional markets. But for now, the Las Vegas Strip has a new—and permanent—oasis for poker enthusiasts. The public will soon get its first look when doors officially open this Monday.
Eri Gaitu leads the news desk at Best in Slot, tracking breaking developments across the gambling world in real time. From exclusive bonus offers and casino launches to licensing updates and regulatory shifts, Eri ensures readers are always first to know about the changes that matter to their gaming experience.
