Why World Cup absence can lead to innovation in the Italian gambling sector

Why World Cup absence can lead to innovation in the Italian gambling sector

Thursday, March 22, 2018 Posted by Joseph Streeter
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Italy's failure will force operators need to rethink their approach

After a devastating goalless draw in Milan, Azzurri football fans were overcome with heartache and the Italian gambling sector was left fearing the worst for player activity during the summer’s World Cup.

However, for Italian operators there is still a market that can be enthused with World Cup betting this Summer, but tapping into it may require the sector to take the boundaries of innovation to the next level.

With or without an Azzurri presence, Italian football fans will be engaged in the World Cup, however as a result of Italy’s qualification failure, it’s likely to be far less casual audience that watches the tournament in Italy. Instead, it will attract more avid sports fans and more attentive bettors, something that inevitably means Italian operators will have to change the strategy for their product offering to maximise the tournament to its fullest.

Speaking at the Betting on Football Conference this week, Microgame CEO Marco Castaldo stated: “This will be an opportunity to see the World Cup from a different angle, to see it from the angle of the nations of the players who are playing in Serie A and from the perspective of sports betting companies.

"It will be an opportunity to change our way of thinking, our marketing and we can focus more on players rather than just teams; of course, we will lose some wagers, our estimation in our company is that we will lose around 20% of wagers, compared to our forecast.

“This tournament will now be for more professional players, rather than casual players. It will change and will bring a lot of new opportunities.”

TotallyGaming says: World Cup qualification is never an easy pill to swallow, however for the Italian betting market a World Cup without the Azzurri maybe just what’s needed to fuel innovation in the industry. Furthermore, if Italian operators can get the region to bet on the World Cup, then it may prove a more profitable tournament then it would have previously been, as the risk and volatility involved in potential Italian success won’t exist.

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