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Max Value Software Marketing Director Steven McLoughlin denies this is the case: “The merger is designed to benefit the users of both PokerTracker and Holdem Manager while keeping both brands competitive. Many poker players believe when the Coke and Pepsi of the poker software industry combine, it will eventually lead to an increase in prices due to a lack of direct competition except from smaller software providers. The merger has drawn a small amount of outrage from some members of the poker community. " The development efficiency that our new company brings will create opportunities to improve all aspects of our user experience.” "We realize that the most successful companies are those that drive the customer experience, that is why the merger is so exciting," he said in an email. Hold’em Manager’s Jim Varnon also believes the merger should in the long-run create a better overall software experience for online poker players. "We believe that the merger of PokerTracker and Hold’em Manager into one unified company allows us to better represent our customers in the market and to ultimately provide better software and tools for the average online poker player,” PokerTracker's Derek Charles told PokerNews on Thursday. The agreement is believed to have been consummated for purposes of combining synergies and reducing redundancies between the two tracking and statistic poker software providers. This week, PokerTracker and Hold’em Manager announced a business merger agreement and the formation of a new company, Max Value Software, LLC.

The two biggest powerhouses in the third-party poker software industry have united forces. Professional Poker Players & Ambassadors.
