This one goes to 11: Rob Gusman and Danny Egelhoff knew there had to be a better way to watch poker — all they needed was a high-resolution camera with 11 lenses digitally stitched together.

When Danny Egelhoff was a “multimedia producer” for CardPlayer in 2007, he quickly realized, “we needed a way to make watching poker more interesting. Events were edited down to boring bare essentials, and viewers were force-fed what they had to watch.”

Fast-forward to the 2010 WSOP … Egelhoff, 31, and his partner, Rob Gusman, 34, are founders of All 360 Media, an upstart video company launching what some are saying could be the most significant technological advancement in poker since the hole-card cam.

For the past six weeks, these friends of 10+ years have camped out in a makeshift bunker across the hall from the Amazon room. In addition to powerful computers, video equipment and an all-in-one printer/copier/fax, there’s an air mattress, mini-fridge, and 4-cup coffee-maker — all of which have played a role in bringing their vision to fruition. This is Egelhoff’s fifth Series, Gusman’s first. Taped to the wall by one of their monitors is a letter from the Nevada Gaming Control Board, approving All 360 Media to record limited casino action with these strange cameras the GCB had never before seen.

The device looks something like a studio boom-mike outfitted with a Magic 8-ball at its end. It’s actually a special camera (they have two of them) with 11 different lenses all pointing in different directions, packed into a small black orb, and digitally stitched together to provide a seamless view of an entire poker area. The set-up is so new it doesn’t yet have a name. But it uses the same basic technology that Google Earth deployed to map out the planet … upgraded and customized for watching poker.

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