Do a Google search on "Texas Hold'em" and more than eight million links appear at your fingertips. Turn on the TV and see amateurs, professionals and celebrities alike all anteing up at the table.
It appears that everyone, including most college-aged males, have jumped on the poker bandwagon after Chris Moneymaker's 2003 World Series of Poker victory proved that even an average-joe accountant could transform himself into a multimillionaire.
"Anybody, regardless of how long they've played, can sign up and win a huge amount of money," says Steve Carman, a 19-year-old sophomore who is a regular player himself.
"Kids have always looked for the quickest and easiest way to make money as possible," he says.
A study by the National Annenberg Risk Survey of Youth showed a huge increase in card-playing among males ages 14 to 22. The number of youth saying they gambled in card games at least once a week jumped from 6.2 percent in 2003 to 11.4 percent last year.
Kevin Kruger, associate executive director of the National Association of Student Personnel Administrators, says that for the most part, the game is fairly harmless and even can be a positive social experience for students.
But he does say there are a few issues to consider, such as if play negatively impacts students' academics, social life and personal finances.
"Like a lot of activities like this, I think it will peak, but there's nothing in the popular literature that suggests that it is slowing down at all," Kruger says. "I think we're looking at something that's going to continue for a number of years."
Carman says his parents, who are former professional bridge players, encourage him to play because they view poker as a safer alternative to other behaviors.