eGaming Review has defined – in a recent report – the Italian market “huge”. Indeed – according to the report – the Italian market is expected to become by the end of 2009 the largest European gaming market generating a turnover of € 18.7 bn. Also, these figures are likely to considerably increase in the next years taking into account that the percentage of money lost by Italians online is expected to be just 5% in 2009 which is very low if compared to the UK where it is 18-20%.
My understanding is that the launch of cash games and videolotteries (that is expected to occur at the beginning of 2010) will further increase the potentials of the Italian market. In fact, on one hand operators offering online poker games which have been the most popular games during 2009 will be able to increase the range and the mechanic of games offered to players. While in the offline world, the opening of videlottery casinos is likely to lead to the opening of new casinos almost everywhere in Italy that will represent a big change if it is considered that only 4 casinos are currently opened in Italy.
I believe that the Italian gaming market has been able to reach the abovementioned targets also because of the clearer rules that have been recently issued and those that will be passed in the next months. The new legal scenario has encouraged the big players on the market to obtain an Italian gaming license and to perform aggressive marketing activities in Italy.
Finally, as the foreign operators have only recently entered into the Italian market or are about to enter into it, the Italian gaming market does not appear to be fully mature and it seems that there is still room for new entrants.