INSIGHT ITALY MARKET
ONLINE REVENUES DECEMBER 2019 GAME TYPE
Betting exchange Big
Bingo
Sports Predictions Eurojackpot Skill games Horse racing
Instant Lottery
Traditional Lottery Lotto
Play Six
Agency horse racing Fixed Odds Betting Virtual Bets
Superenalotto V7
WinforLIfe TOTAL
Sports betting also began again on June 12. Tere are an estimated 1,700 companies involved in this sector employing 6,000 people. According to the ADM it will take six to nine months for any acceptable recovery in terms or revenues.
Tere was an appeal to the government to lift the advertising ban, even temporarily, to recoup some losses but it was denied.
Meanwhile the Italian government approved a temporary tax on sports betting turnover to help the nation recover from the CV19 crisis. Te measure is part of the government’s Decreto Rilancio (Re-launch Decree) to help rebuild businesses and industry in Italy.
Te decree pledges €55bn in stimulus measures to help rebuild Italy with tourism tax breaks, benefit payouts, temporary residency for foreign workers, bicycle bonus, child care subsidies and tax breaks for certain businesses.
Te turnover tax will apply to all sports betting (online, virtual and retail) related business until December 2021 at least and will be a 0.5 per cent tax which is expected to raise €90m.
ONLINE Italy was the first EU member state to legalise,
licence and regulate online gambling in 2006 whilst online casinos were legalised in 2011 through state monopoly concessions. Tere are more than 200 gambling websites in Italy and the majority of these are online casino websites
Te Italian online gambling market grew by over 13 per cent in 2019 to €1.73bn. Te biggest earner is the casino and slots online sector with around 48 per cent (€831.4m) of the GGR followed by online sports betting with 42 per cent (€725m).
Te main operators include Lottomatica, Pokerstars, Bet 365, Sisal, Eurobet, Snai, Bwin, William Hill, Planetwin365 and Betsson.
P40 NEWSWIRE / INTERACTIVE / MARKET DATA
SPEND €1.69bn
€35,755 €153.8m €757,555 €1.3m
€26.3bn €15.4m €40.4m €58,545 €119.6m €20,487 €75.5m €7.71bn
€214.4m €34.3m €316,50 €3.11m €36.4bn
WINNINGS €1.68bn
€26,411 €119m
€875,093 €288,703 €25.3bn €10.3m €33.2m -
€89.9m €10,775 €62.5m €6.99bn €184.6m €15.8m €5,06
€1.64m €34.54bn
In January 2019 an advertising ban came into effect in Italy for the online gambling sector. Entitled the Dignity Decree it was enforced by the advertising and communications regulator AGCOM and means direct and indirect advertising, sponsorship or promotional communications were banned.
So product placement, distribution of branded items and advertorials were all prohibited under the new rules in a bid to protect vulnerable groups such as problem gamblers and minors.
Informative communication is permitted so sporting odds, jackpots, bonuses available and odds on winning a game can be communicated via Italian media sites whilst retail operators can display branding on signage and shop fronts.
Te prohibition on sports sponsorship came into effect also in July 2019 and bans operator branding on strips and hoarding. Te ban however did not apply to the national lotteries.
Te ban came as the industry saw a series of tax increases also introduced from January 2019. Online casino and bingo operators are now taxed at 25 per cent of the GGR (previously 20 per cent) and online fixed odds betting is taxed at 24 per cent GGR (previously 22 per cent).
Te new tax hikes were part of the country’s budget for 2019 alongside broad spending plans in place until 2021. Te aim was to reduce the country’s deficit to 2.04 per cent of GDP down from its original target of 2.4 per cent.
Te Coronavirus crisis saw an increase in online sports betting in Italy by around 30 per cent. Online gambling for casino and poker activities saw an increase of 33 per cent in March with €120m GGR compared to €90m in February.
Tis trend is expected to continue in many ways as players find advantages in playing online even when the landbased facilities re-open.
TAXES €1.83bn
€3,513 €10.8m
€105,314 €529,012 €243.9m €926,350 €2.3m
€24,960 €12.3m €3,530 €2.16m €174.1m €6.54m €13.7m €47,48
€725,368 €470.4m
GGR
€8.87m €9,,343 €34.8m
-€117,537 €1.09m €978.1m €5.07m €7.15m
€58,545 €29.7m €9,711
€13.03m €725.6m €29.7m €18.5m €311,44 €1.47m €1.85bn
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