Experts of Italy’s gambling market have virtually visited the Betting on Sports Europe - Digital event to tell viewers the most important news about the gambling market in the country.
The COVID-19 pandemic, which has influenced Italy’s economy and business sector immensely, advertising ban that restrains operators from promoting their services – all this has brought new challenges to the gambling industry. The event experts have provided their opinions on the current state of the market and discussed tips on how companies can improve their current standing.
The pandemic has brought growth to the online sector
Italy wasn’t the only country where online gambling products increased in popularity during the lockdown. Ludovico Calvi, President at GLMS, said that COVID-19 became the acceleration factor for digital transformation. Marco Tiso, Managing Director - Online at Sisal, supported this idea, saying that the gambling market in Italy changed a lot this year. However, the expert has added that one of the major problems now is the quality of the gambling industry. Eighty operators provide their services at the current time, but only the first ten in the ranking account for 75% of the overall market GGR. Mr. Tiso has emphasized that experts expect the improvement of the market quality with fewer operators but better products.
Alessandro Allara, Chief Digital Officer at Gamenet Group, has noted that the Italian iGaming industry is good enough to face this spike in activity. He has also added that taking into consideration tight restrictions on gambling advertising, the most efficient promotion tool is buzz marketing when customers engage each other in gaming.
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