Pulse
SBC DIGITAL ITALY BETSSON GROUP
Betsson: tempering Italy's hardline stance with unity
Italian operators are staring down a political whiplash during the pandemic. In addition to a series of tax increases in 2019 and a blanket ban on advertising, a turnover tax applying to all
sports betting related business forms part of the government's Re-launch Decree to help Italian businesses recover from the Covid-19 crisis.
Pietro Lechiara, Managing Director Italy, Betsson Group
Betsson has created one of the most popular brands in the industry in Italy standing out from the crowd thanks to our innovative marketing campaigns. The advertising ban was a disruptive event since marketing was crucial for our growth in the market. Luckily, at Betsson we are used to thinking fast and acting even faster.
P90 WIRE / PULSE / INSIGHT / REPORTS
Ahead of his appearance at SBC Digital Italy, Pietro Lechiara, Managing Director Italy at Betsson Group, explained why operators and key stakeholders need to unify forces in order to combat misguided preconceptions and negative perceptions of the industry.
Several years on from the Dignity Decree imposing a blanket ban on gambling advertising, how has Betsson Group adapted its strategy to market its services in Italy?
Betsson has created one of the most popular brands in the industry in Italy standing out from the crowd thanks to our innovative marketing campaigns. Terefore, the advertising ban was a disruptive event since marketing was crucial for our growth in the market. Luckily, at Betsson we are used to thinking fast and acting even faster.
Our strengths in Italy can be summarised as follows: customer centricity, creating value through entertainment, contents, and experiences.
We therefore created an entertainment company called StarCasinò Media & Entertainment, with whom we launched StarCasinò Gratis, the first casino for fun in Italy, and StarCasinò Sport, a sport-related media. Launching these two entertaining brands was already part of our plans for Italy, even before the ban. Te Dignity Decree just speeded things up.
Despite the prohibition of sports sponsorship, are the reappearance of operator 'information sites' and creative sports partnerships effective? Are they purely a short-term gain until the authorities act again?
I think that in 2021, pure visibility can’t be effective, especially if it is not linked directly with your business.
As mentioned, the launch of our website was already in our plans for Italy. We were used to entertaining football fans with content and activations, and StarCasinò Sport was built following this path. StarCasinò Sport is not an informative website like the others, we call it "a media of sports entertainment".
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