Italian Marketing Professionals Discuss Evolving Advertising Strategies
Participants in the Italian gambling market convened to explore the latest advertising and marketing trends. Key discussion points centered on regulatory changes, creative marketing approaches, and the growing importance of responsible gaming practices.
The session, moderated by Mauro de Fabritiis of MDF Partners, began with an overview of the burgeoning omnichannel presence of operators, particularly since 2018. De Fabritiis emphasized the impact of newly granted concessions with stricter compliance and cost requirements, highlighting the mandatory investment in responsible gaming initiatives for market entry. A central question emerged: how can operators effectively compete in the face of advertising restrictions?
Four Key Industry Trends
De Fabritiis identified four significant trends shaping the industry: the rise of programmatic advertising, the evolution of affiliate marketing, the increased influence of influencers and tipsters, and the emergence of casino streaming.
Navigating a Highly Regulated Market
The discussion then turned to the challenges of effective promotion within a tightly regulated sector. Marco Tiso, Managing Director of Sisal, noted that the online market constitutes approximately 25% of the overall market, although this varies across different verticals. He emphasized the rapid growth of the online market and its transformative impact, further complicated by advertising restrictions. Tiso suggested that responsible gaming (RG) provides an avenue for communication with players and consumers. Sisal, he explained, is focusing on enhancing the integrated online experience to drive growth and leveraging targeted communications to optimize marketing investment, concentrating on customers most likely to engage with their offerings. He also outlined how Sisal differentiates between its land-based and online strategies, aiming for synergy between the two. However, Tiso underscored the clear future dominance of the online market and the accelerated growth of omnichannel operators in Italy.
Alternative Marketing Strategies
Danilo di Tota, CEO of DT9 Group, shared his company’s strategies in response to the advertising ban. He explained that their focus shifted to internal communication channels, utilizing social media activations and digital engagement without direct advertising. Morten Marcussen, CEO of PowerMediaGroup, discussed the role of artificial intelligence (AI) in navigating the Italian advertising landscape, explaining the use of AI-generated content like pre-match articles for SEO purposes to drive engagement organically.
The Evolving Landscape of Responsible Gaming
De Fabritiis framed the current regulatory environment as a “third era,” evolving from trial-and-error implementation to a pursuit of mutually beneficial outcomes for both players and operators. Ewa Bakun, Director of Industry Insight and Engagement at Clarion Gaming, offered an external perspective, characterizing Italy as a “questionable leader” in advertising regulations, setting a precedent for other countries. She highlighted the global shift towards viewing RG as an opportunity, emphasizing the growing importance of player well-being and integrating health messaging into the user experience. Bakun also acknowledged potential future regulatory shifts regarding advertising in Italy, expressing interest in how operators might incorporate RG messaging within the market.
Responsible Gaming: A Competitive Advantage
Returning to the discussion, Tiso emphasized the central role of RG at Sisal, viewing it not only as a crucial aspect of responsible business but also as a means of gaining a competitive edge by fostering a healthy environment. Sisal’s initiatives include promoting lower deposit limits and educating customers on utilizing platform safety tools. De Fabritiis concurred that RG will become a game-changer, not only for promoting a healthy gambling culture but also for ensuring sustained revenue by mitigating the impact of problem gambling.
The Future of the Italian Market
In conclusion, the session highlighted the potential of the complex yet mature Italian market. The impending regulatory changes promise new opportunities for innovative competitive strategies, with responsible gaming presenting further avenues for creativity.
