BetStars launches in thriving Italian online market

BetStars launches in thriving Italian online market

Thursday, May 26, 2016 Totally Gaming
Eric Hollreiser said BetStars would be trusted by existing PokerStars customers

Amaya is hoping to take a share of the thriving Italian online sports betting market after its BetStars brand was launched in the country.

The beta version of BetStars’ Italian site will offer six of the most popular sports among Italian gamblers, with the company planning to grow the range in coming months. An Amaya statement also said that players will benefit from a “seamless experience” between sports betting, casino and poker, with a single wallet for all games.

The company said it was offering several promotional deals to coincide with the launch, and would offer “a special focus on football – by far Italy’s most popular sport”. While the move into Italy comes at a strategically important time, just ahead of the Uefa Euro 2016 football tournament, Amaya is also entering an online sports betting market which grew by 97 per cent year-on-year to €36.0m ($40.2) during Q1 2016. That growth was in part attributable to a reduction in gaming duties at the end of last year, with decreased costs allowing legal operators to compete with their unlicensed rivals.

"There's huge crossover between poker consumers and sports betting fans and BetStars provides a safe, secure, convenient and trusted environment to place sports bets," said Eric Hollreiser, Amaya’s vice-president of corporate communications. "Italian sports fans find betting enhances their love of the game as they put their wits, strategy and judgment to the test."

BetStars launched in the UK in January and Amaya hopes that it will be licensed and operational in France before the start of Euro 2016 on June 10.

TotallyGaming.com says: “Amaya is showing its confidence in Betstars by launching just ahead of the European Championships. BetStars has much going for it, including Amaya’s technology and expertise, but – like many of the teams at the Euros - it faces a tough task in taking on the continent’s established big boys.”

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