PokerNews Ambassador Lukas Robinson Launches “Penny to a Rolex” Charity Challenge

PokerNews Ambassador Lukas Robinson is taking on one of his boldest and most creative projects yet, the “Penny to a Rolex” Poker Challenge, and it kicks off this weekend.

The idea is simple but ambitious: Robinson will start with a single penny and attempt to spin it up into $10,000, enough to buy a Rolex. Along the way, he aims to raise an equal $10,000 (£7,500) for the Samaritans of Liverpool and Merseyside, a mental health charity close to his heart.

The Mystery Wheel Twist

To make the journey even more entertaining for fans, Robinson is introducing a Mystery Wheel that will play a major role in how the challenge unfolds. Every time someone donates $100 (£75) he’ll spin the wheel.

Each spin could trigger anything from bankroll setbacks and bonuses to random poker-related dares or stream stunts, keeping the grind unpredictable, interactive, and fun for his audience.

“I wanted to do something that combines my love for poker with something bigger — something that can genuinely make a difference,” Robinson told PokerNews. “The Mystery Wheel adds a fun, chaotic twist, but the real goal is to raise awareness and support for people who need someone to talk to.”

A Challenge With Purpose

While the spotlight is on Robinson’s grind from a penny to a Rolex, the deeper goal is to support the Samaritans of Liverpool and Merseyside, a branch of the UK charity that provides free, 24/7 emotional support to anyone struggling to cope.

Even those unable to donate can get involved. For every new subscriber or follower on his platforms (up to 100,000), Robinson will personally donate one penny to the Samaritans. All profits from Twitch subscriptions during the challenge will also go directly to the charity.

Robinson will stream the entire challenge live Monday to Thursday evenings (UK time) on Twitch and YouTube, with daily updates across Instagram and X (Twitter) and weekly highlight videos on YouTube.

Based in the United Kingdom, Will started working for PokerNews as a freelance live reporter in 2015 and joined the full-time staff in 2019. He now works as Managing Editor.

He graduated from the University of Kent in 2017 with a B.A. in German. He also holds an NCTJ Diploma in Sports Journalism.