The second day of iGB Live 2025 focused on the latest trends in Italian gambling marketing, where industry experts deeply discussed the regulatory environment, creative promotions, and the important role of Responsible Gambling (RG).
Mauro de Fabritiis from MDF Partners pointed out that since 2018, omnichannel operators have rapidly emerged in the market, while new franchises bring stricter regulations and cost pressures, requiring operators to increase their investment in responsible gambling when entering the market. He raised a key question: "How can operators compete effectively in an advertising-restricted environment?" and summarized four trends: the rise of programmatic advertising, the evolution of affiliate marketing, the growth of influencers and data intelligence, and the rise of casino streaming.
Marco Tiso, Managing Director of Sisal, emphasized that although the online market accounts for only about 25%, it is growing rapidly, and opportunities vary across different verticals. Facing advertising bans, RG becomes a bridge for communication. Sisal is striving to attract the right customers and drive business growth by integrating online and offline experiences and targeted marketing.
Danilo di Tota, CEO of DT9 Group, shared that after the advertising ban, they activated users through their own channels and social media, reducing reliance on direct advertising. Morten Marcussen, CEO of PowerMediaGroup, discussed using artificial intelligence and SEO content marketing to increase user engagement and circumvent traditional advertising restrictions.
Fabritiis referred to the current regulatory situation as the "third era," from experimentation to implementation, and then to building a win-win model for players and operators. Ewa Bakun from Clarion Gaming praised Italy for setting an example in gambling advertising regulation, transforming responsible gambling from an "afterthought" to the core of the player experience.
Tiso further explained that Sisal sees RG as a competitive advantage, promoting a healthy gaming environment by educating users on reasonable use of deposit limits and safety tools. Fabritiis agreed, stating that responsible gambling not only shapes a healthy culture but also helps eliminate problem players, ensuring stable revenue.
In conclusion, Fabritiis emphasized that although the Italian market is complex, it holds great potential. Regulatory changes and responsible gambling open new spaces for innovative marketing, pushing the industry towards sustainable development.
