ConversionBet sees Italian market opening amid legal controversy

ConversionBet sees Italian market opening amid legal controversy

Tuesday, July 31, 2018 Posted by Luke Massey
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The company has signed a deal with Betsson Group’s StarCasinó.it

ConversionBet is ready to take advantage of the uncertain legal situation in Italy by providing a behavioural remarketing platform to lessen the impact of the proposed advertising ban.

Just last week, ConversionBet signed a deal with StarCasinó.it, part of Betsson Group’s brand portfolio, to provide the Italian operator with its proprietary real-time technology.

The ConversionBet platform will enable StarCasinó.it to deliver highly personalised messages to its passive traffic over multiple channels, and at the right time.

Upon signing the deal, ConversionBet Founder and CEO Dan Morrison stated: "We are thrilled to be in a partnership with such a distinguished name in the gaming industry to deliver our suite of immersive player acquisition tools at scale.

“This tactical move from Betsson Group underpins that operators can no longer rely on huge media budgets to keep up with demanding competition, whilst remaining in profit.”

A week on, this “tactical” move takes on more relevance after Facebook followed Google’s lead in complying with the Italian government’s proposal to ban all gambling advertisements in the country.

The ban has been challenged by the European Gaming and Betting Association (EGBA) and the Italian Online Gaming Association (LOGiCO), who wrote to Italian MPs expressing concerns about the impact of the blanket ban and its unintended effect, namely that it will hurt Italian consumers by pushing them towards unregulated gambling websites that do not protect them.

Morrison told TotallyGaming.com: "We believe this is an important deal for Star Casino given the ongoing legal challenges to betting based advertising in the country, particularly now both Facebook and Google have approved the Italian government’s recent Dignity Decree.”

“Since behavioural remarketing falls outside of this, we can create the most feasible channel to get brand awareness accords,” he explained. “It's hugely rewarding to see such an established brand in Betsson putting their faith in ConversionBet at this time."

Totally Gaming says: ConversionBet has already provided customisation and behavioural-driven products to a number of industry operators including MultiLotto & the GiG Group. Emerging technology such as this is set to play a key role in Italy, now that operators can no longer rely on media and advertising budgets to stay at the forefront of the market.

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