Poker star Phil Hellmuth showed up last week at one of this year's top international poker tournaments with 11 Lady Gaga impersonators in tow. The symbolism was obvious: Lady Gaga's blockbuster hit is Poker Face, and Hellmuth owns 11 World Series of Poker championship bracelets. The aptly nicknamed "Poker Brat" has forged a highly recognizable persona that helps the temperamental player make gobs of money away from the tables selling books and apparel, endorsing a poker website and making TV and personal appearances. "He has a personality that the media loves," said Aubrey Kent, director of the Sport Industry Research Center at Temple. "And like several other poker players, such as Annie Duke and Johnny Chan and Daniel Negreanu, who recognized the environment [of poker] was changing, he has taken advantage of it."