Known for
Blackjack gameplay, educational casino videos, live high-stakes streams.
Main Content Focus
Live blackjack sessions, educational tutorials, card counting guides, high-stakes game commentary, and casino strategy.
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Short description
Never Split 10s is a popular casino video content creator, educator, and streamer primarily recognized for providing high-stakes blackjack and casino game videos on YouTube. Founded and hosted by Matt Blake, also known as “Mr. Blackjack,” the channel is known for live and recorded sessions featuring large wagers, detailed card counting and basic strategy discussions, and authentic win/loss documentation. The brand also runs an active online community, offers strategy cards and an academy, and engages with fans via live chat, Discord, and regular giveaways. Never Split 10s stands out for its educational focus and transparency in gambling content, helping players improve their casino skills while emphasizing responsible gaming.
Full real Name
Matt Blake
Nationality
Canadian
City or Country of Residence
Ontario, Canada.
Languages Spoken
English.
Previous Occupations
Entrepreneur, author, casino games expert.
Interesting facts
Matt Blake bought his first car at 18 after winning $5,000 at the blackjack tables and later became known as “Mr. Blackjack.” He founded Never Split 10s to help democratize casino strategy knowledge and has authored e-books on card counting and basic blackjack strategy. The channel name references the fundamental blackjack rule of never splitting tens.
Milestones Achieved
Surpassed 170,000 subscribers; more than 53 million video views; $2 million in tracked blackjack winnings over a 4-year span.
Community Impact
Prominent in the blackjack and casino content community, praised for educational impact, fostering a transparent approach to gambling, and helping elevate table game streaming on social media.
Industry Influence
Acknowledged by leading industry outlets for educational blackjack content; one of YouTube’s most watched and trusted blackjack channels.
YouTube Channel
https://www.youtube.com/c/neversplit10s
Last Video
Channel or Blog Description
Neversplit10s is an entertainment channel providing education and entertainment on various casino games, especially blackjack, with a focus on transparency and player development.
Year Started
2020
Channel language
English
Platforms Used
YouTube, Instagram, Discord, official website.
Frequency of Content Updates
Multiple video uploads and livestreams per week.
Typical Video or Stream Length
Most videos range from 20–40 minutes; livestreams often run 1–2 hours.
Average Number of Videos or Posts per Month
15
Target Audience Demographics
Adults interested in blackjack, table games, and casino strategy education.
Audience Location Breakdown
Primarily North America, with international viewers interested in casino gaming and blackjack.
Audience Engagement Methods
Live chat during streams, Discord community, regular social media updates, Q&A, and fan giveaways.
Fan Clubs or Groups
Active Discord community with regular tips and chat.
Meetups or Events with Fans
Community meetups and blackjack tournaments periodically announced on the channel and Discord.
Viewer Contests and Giveaways
Prizes via livestreams and Discord activities, strategy card giveaways.
Plans for Channel or Blog Evolution
Expansion of the Blackjack Academy, development of new strategy courses, and increased live event participation.
Content Creation Process
Most videos are live-recorded at real casinos or via online play, combining first-person gameplay, hand analysis, and community chat. Tutorials and reviews are scripted, while sessions emphasize authenticity and live viewer interaction.
Video Editing Tools Used
Not explicitly disclosed.
Filming Location
Primarily Ontario, Canada, and various casino venues.
Team Members and Collaborators
Founder Matt Blake (“Mr. Blackjack”); guest experts periodically featured.
Favorite Casino Games
Blackjack, Texas stacks holdem, roulette, four card stacks holdem.
Average Bet Size
Sessions often feature high-stakes wagers up to hundreds of thousands of dollars per video.
Biggest Win
Turned $10,000 into $2 million over 4 years; cashed out $1.5 million (as described in the “Cash Out OR Crash Out” YouTube video).
Responsible Gambling Practices
Regularly reminds viewers to play responsibly, emphasizes using only disposable income, and shows both win and loss scenarios to educate and encourage healthier gaming decisions.
Main Sources of Income
YouTube ad revenue, merchandise sales, Blackjack Academy memberships, strategy card sales, affiliate partnerships, sponsorships.
Affiliate Partnerships
Brand ambassador for OnlineGambling.com, creating educational content and live sessions in partnership.
Sponsored Content
Collaboration with OnlineGambling.com, other minor sponsors.
Merchandise Sales
Blackjack strategy cards, eBooks, branded apparel sold through Shopify and Spreadshirt stores.
Patreon and other Subscription Platforms
Channel memberships on YouTube; free and premium memberships via the website.
Donations and Tips
YouTube channel memberships, gifted memberships during livestreams.
Paid Collaborations
Sponsored by OnlineGambling.com; potential collaborative streams with casino and gaming brands.