Italy, known for its vibrant Gambling culture, presents a lucrative market for affiliate marketers. However, with increasing competition and ever-evolving regulations, it is crucial to employ effective strategies to attract and retain Italian Gambling traffic.
In this article, we will explore the key tactics affiliate marketers can employ to gain Gambling traffic in Italy.
Why launch Gambling offers in Italy?
Italy is one of the most mature Gambling markets in the world. Even though Italians have long been accustomed to iGaming, affiliates still have the opportunity to succeed gaining Gambling traffic.
Cultural heritage
The Italian population has long exhibited a fervor for games and entertainment, embracing traditional formats such as card games and board games, as well as online platforms. The Gambling industry seamlessly aligns with this preexisting culture of leisure, offering a digital platform for individuals to indulge in their beloved pastimes. Many people are receptive to participating in bets and enjoying casino games as it grants them an avenue to socialize with friends and relish in enjoyable experiences.
Large involvement
According to a report released by , the yearly growth of the overall winnings in Italy’s online Gambling market has been noticeable. Card games and fixed odd games have consistently shown the highest figures during the analyzed period. Specifically, players’ winnings from these online games amounted to approximately 51.3 billion euros.
Competitive landscape
The Gambling industry in Italy is characterized by high competition, leading to a continuous threat of losing market share to both existing rivals and possible new participants. Additionally, competition could intensify even more as the sector undergoes further consolidation.
Key players in the Italian iGaming vertical have chosen such a strategy as collaboration. For instance, Lottomatica Group acquired Betflag. Flutter Entertainment acquired Sisal. Entain invests heavily in marketing and advertising in Italy. And Lottomatica is constantly introducing new games and formats to the company’s retail gaming portfolio.
Italy’s iGaming legislation
As it was mentioned before, online Gambling has legal status in Italy and is regulated by the government. First of all, owners of such platforms are required to acquire a license from the authorities. Also, as in many other countries of the European Union, the minimum legal age is 18 years old.
In the beginning of this year, the government of Italy made a declaration stating its approval of the proposed Reorganisation Decree by the Ministry of the Economy and Finance. The aim of this resolution is to initiate a thorough assessment of the regulations governing the nation’s iGaming industry.
The decree outlines strategies to protect players, with a specific focus on protecting minors, as well as addressing criminal activities and generating more tax revenue for government and social initiatives.
What is more, new rules concern licenses. In Italy, operators are subjected to a 3% tax on their Gambling services. Additionally, the application process for iGaming licenses now includes a €7 million authorization fee.
Gambling advertising is regulated in Italy. YouTube was fined €2.25 million and Twitch was fined €900,000. It means that the country turns to stricter laws to combat the trials and tribulations of Gambling. At the same time, the rules do not prohibit informing the public about promotions, drawings and bet sizes.
Thus, before promoting Gambling Offers in Italy, affiliates should not only familiarize themselves with the rules of advertising in this country, but also consult with lawyers.
Gambling target audience in Italy
To gain Gambling ads traffic in Italy, it’s important to research the target audience. Let’s talk about its main characteristics that will be useful to affiliates.
Bonuses and special offers
iGaming platforms offer various bonuses and promotions to attract Gambling traffic in Italy. This is how they try to attract new players and retain existing ones. Betway joining bonus - the best online platform provide a range of offers to enhance the gaming experience.
Most often Gambling operators offer deposit bonuses. In this way, players receive bonus money depending on their initial deposit. This extra money can significantly increase a player’s bankroll, allowing them to play more and potentially win more.
