Our core product innovation strategy remains consistent across all markets, but the key difference in
Italy is targeting the right games with the right themes that resonate with players there. Tis dedicated roadmap has been crucial for our recent success.
Blueprint Gaming Tailored Italian Content
Blueprint Gaming has strengthened partnerships with leading Italian operators, doubling its market share in January 2025. Andrea Migliozzi, Country Manager Italy, attributes this success to a dedicated games roadmap focusing on local player preferences.
Italy is a key market for Blueprint Gaming. What have been some of the past year’s highlights, and can you share any market growth statistics?
Italy is certainly a crucial market for us. We have experienced remarkable success recently, fuelled by game releases that appeal to Italian players. Although it is a competitive landscape, our efforts are yielding results. We are collaborating closely with leading operators, which has led to substantial growth in the second half of 2024 and a record month in January 2025, during which our market share has doubled.
Our relationships with operators have significantly strengthened; they now seek us out for content, and we intend to bolster this by partnering with the remaining major brands, thereby covering 85 per cent of the market’s offerings. In 2024, the Italian online casino market expanded by 18 per cent, amounting to €400m in GGR compared to 2023. We certified 28 new games and achieved a total of 412 releases across the operators with whom we are live.
How does Blueprint tailor content for the Italian market, and how does this differ from your UK approach?
Since mid-2024, we’ve implemented a dedicated Italian games roadmap, focusing on local player preferences. Our core product innovation strategy remains consistent across all markets, but the key difference in Italy is targeting the right games with the right themes that resonate with players there. Tis dedicated roadmap has been crucial for our recent success.
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Which games have performed particularly well in Italy, and what features resonate with players?
Te expanding Cash Strike family, King Kong Cash Even Bigger Bananas, and Te Flintstones have been key drivers. Tis success reflects our focus on international markets, leveraging our UK heritage as a foundation. Te Maradona series has also been a huge hit, demonstrating the impact of culturally relevant themes.
Years ago, Irish-themed games were unsuccessfully marketed in Italy. Now, games like Maradona, while featuring an Argentinian icon, resonate strongly with Italian players. We’re seeing a shift as Italian players move online and embrace more contemporary game styles. Te traditional focus on land-based games is changing.
What does Blueprint’s localised approach look like for the year ahead, and what can players expect in 2025?
Our game series, with updates and new iterations, are becoming increasingly familiar to Italian players. Tis familiarity is driving fantastic player retention. As more players experience our content, they become avid fans. Time is on our side in Italy.
We’re seeing year-on-year growth in popularity as familiarity increases. Italian players enjoy new releases from established game families and tailored titles like the Maradona games. Our games and our focus on operator partnerships will continue to drive our growth in Italy.
ANDREA MIGLIOZZI Country Manager Italy Blueprint Gaming
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