“As any compliant Italian operator can tell you, the Agenzia delle dogane e dei monopoli’s (Adm) guidelines are a very no-nonsense approach to enforcement, with the penalties for non-compliance being severe. Maintaining that compliance in a shifting iGaming environment can be a challenge, but it's a challenge that operators are surmounting daily, and Bragg is playing its part in helping operators meet that demand.” Thus begins the interview in which Lorenzo Carlini, commercial director of the award-winning product Fuze by Bragg Gaming, charts the course for 2025.
“When Bragg first entered the Italian market in 2022, it may not have been a truly seismic event, it may not have rippled across the newsfeeds of the industry’s multiple media outlets, but it was the start of a journey that would see the firm partner with Microgame and OctavianLab to facilitate the expansion of its own offering across the market.
Bragg is primarily known across many European markets as an online casino content developer and it is something which has powered its journey into Italy, but in markets like the Netherlands the unique combination of its content and technology infrastructure have made a real difference to Dutch facing operators.
This has propelled Bragg to a position of strength, where the firm’s technology accounts for more than a third of the total wagering in the Dutch market, and where Bragg has six customers utilizing its full suite of technology and content”, Carlini underlines.
One of the biggest success stories for Bragg from a technology perspective has been the development of the Fuze marketing and promotional toolset, which aims to provide a solution to the industry’s most pressing issue, optimizing the player journey. It's something that is at the core of the Bragg mission and values, providing unmatched player experiences through leveraged technology solutions and content. Created and developed exclusively in-house, Bragg’s Fuze toolkit is built with potential regulatory hurdles in mind, providing operators with a comprehensive set of tools that ensure full compliance with local regulations. The platform offers features like geo-fencing capabilities and support, enabling them to limit marketing to Italian users, tools to guarantee that bonus structures align with Adm’s rules, and comprehensive reporting to demonstrate adherence to responsible gaming protocols.
“Fuze has also been designed to respect Italy’s advertising guidelines, developed to ensure that campaigns are targeted and effective without breaching any laws around advertising to vulnerable populations or minors. This makes Fuze an impactful asset for operators in Italy who must navigate these complex rules while still delivering effective promotional campaigns”, highlights Bragg’s Commercial Director, Fuze.
One of the key elements of Bragg’s Fuze toolkit is its ability to operate in a real-time environment. In the competitive Italian market, it’s essential for operators to act quickly and adjust their strategies to reflect player behavior and market trends. Fuze’s real-time functionality allows operators to run dynamic marketing campaigns that can be modified instantly based on player activity, game trends, or promotional performance.
This capability is particularly useful for responding to shifts in player preferences or sudden changes in the market, such as special events or game releases. Whether a player shows a drop in activity or a preference for a new game type, Fuze’s real-time tools allow operators to launch targeted promotions or bonuses that re-engage players and capitalize on these shifts immediately.
The Italian online gaming market is known for its popularity with live gaming, particularly in sports betting and real-time casino games. Bragg’s Fuze toolkit takes this into account by offering in-play functionality, which is crucial for enhancing the player experience during live gaming sessions. This feature allows operators to offer personalized, in-the-moment promotions to players as they participate in real-time games.
For example, a player engaged in a slots title could receive a tailored bonus for continued play, or a sports bettor could be offered an in-play promotion based on their live wagers. These types of real-time, in-game promotions enhance player engagement and increase the likelihood of retaining players who enjoy the excitement and interactivity of the live gameplay environment.
Another reason why Fuze can be a useful marketing tool for regulated operators in Italy is its platform-agnostic nature. The toolkit is not tied to any one gaming supplier or platform, making it suitable for operators who use multiple suppliers across their product portfolio. Whether an operator offers casino games, sports betting, poker, or live dealer experiences, Fuze works seamlessly across all platforms, enabling a unified marketing approach across diverse gaming offerings.
“This flexibility allows operators to create consistent, cross-platform promotional campaigns that target their entire player base, regardless of the supplier or game type. As the Italian market becomes more fragmented with the entry of new suppliers and game providers, the ability to integrate and manage marketing efforts across different platforms becomes increasingly valuable.
Bragg’s Fuze toolkit is designed with operational optimization in mind, offering operators a one-stop shop for campaign setup and management. This reduces the time and complexity involved in launching new marketing initiatives. The user-friendly interface allows operators to easily create, implement, and track campaigns without requiring significant resources or technical expertise.
Operators can access a variety of marketing tools—such as bonuses, promotions, segmentation, and analytics—through a single platform. This simplifies the management of campaigns and allows for quicker adjustments, reducing operational friction and increasing efficiency. Whether setting up a new bonus campaign or analyzing performance metrics, Fuze streamlines the entire process, allowing operators to focus on growing their business while minimizing operational overhead.
Marketing and promotions in Italy’s online gaming industry must be carefully optimized to maximize player acquisition and retention while adhering to local rules. Bragg’s Fuze toolkit is equipped with a suite of features that streamline the creation and management of promotional campaigns. Operators can trigger campaigns that allow for the adjustment of things like changes in player behavior, event timing, or game type.
Fuze’s reporting capabilities allow operators to obtain data on which promotional strategies deliver the best results in the Italian market, while also allowing for a full suite of regulatory reporting as defined by the regulatory entity. Whether it's a free spin offer, a deposit bonus, or a loyalty reward, Fuze’s optimization tools help ensure that operators are getting the best return on investment (Roi) for their marketing efforts.
“Responsible gaming is a cornerstone of Italy’s regulatory framework, and operators must prioritize player safety while offering engaging experiences. Fuze supports responsible gaming initiatives by incorporating tools that help operators monitor player behavior and implement safeguards that prevent problem gambling.
Through customizable player limits, self-exclusion tools, and behavioral monitoring features, Fuze ensures that operators can provide a safe gaming environment that meets Italy’s high standards for responsible gaming. These features not only help operators stay compliant with local regulations but also foster trust and loyalty among players, ensuring a long-term sustainable business”, says Carlini.
“Bragg’s Fuze marketing and promotional toolkit is a strong solution for regulated operators in Italy, offering a combination of compliance, personalization, integration, and optimization features. It is a versatile platform designed to navigate the complexities of the Italian regulatory landscape while providing operators with the tools they need to engage players effectively and drive business growth.
With its real-time environment, in-play functionality, platform-agnostic capabilities, and focus on delivering a consistent customer experience, Fuze provides operators in Italy with everything they need to stay ahead of the competition. Whether optimizing campaigns, ensuring regulatory compliance, or streamlining operational processes, Bragg’s Fuze toolkit is the best choice for operators looking to succeed in Italy’s dynamic online gaming market.”