This paper examines the distinct world of online poker. It outlines the online poker eco-system, and the players which inhabit it, their distinctive attitudes and behaviors towards the game and gambling. These unique patterns of behavior have been created and sustained by the interaction of players within online poker forums. Therefore online poker forums were identified as primary mechanism within which a poker sub-culture may exist. The study conducted an extensive netnography of online poker forums. The study found that within the online poker eco-system there are forums which are elevated to sacred status amongst this online poker sub-culture. The members of these forums enact sub-cultural characteristics such as ethos of collaboration/cooperation, and a competitive hierarchy of status. In particular this paper identifies the importance of identity generation, and communities within the online poker eco-system.