The expenditure of Italian online players, in 2015, on regulated games with cash prizes grows of 13%, reaching €821 million, showing a penetration rate of about 4.8% of total gaming expenditure (online + offline), growing compared to 4.2% in 2014.
Growth is primarily due to Casino Games, grew by 27% in 2015, reaching €328 million (40% of overall market), and to Sports Betting, grew by 25%, reaching €267 million (32% of the market) in a year in which, however, no important summer sports events had been organized. On the other hand, negative trend of online poker (18%), Bingo and Virtual betting (-7% for both) continues. So, even the revenue for the state, coming from online games grows: + 23%, for a total value of €205 million.
This is the result of the photograph taken by the , promoted jointly with the Agenzia delle Dogane e dei Monopoli – Area Monopoli and Sogei, the technological partner of the Ministry of Ecomony and Finance, technological partner of the Agenzia in gaming field.*
Politecnico di Milano's Osservatorio Gioco Online"This year's research shows how Italy is an attractive market for both Italian and foreign companies. Although a significant concentration process it's been underway since some years, some new players among the best known abroad started to operate in the Italian regulated market this year too. Italian offer of competitive and regulated games is among the most comprehensive in Europe thanks to the effective activity carried out over the years by the Agenzia delle Dogane e dei Monopoli, through a constantly updated regulation and a strong action of "moral suasion", which led major online gaming software providers to decide to deny their services to operators acting on the Italian market without a regular state licence" Marco Planzi, Director of the Politecnico di Milano's Osservatorio Gioco Online, says. "From this point of view, Italy represents a benchmark for western countries wishing to adopt national licence systems, thanks to a regulatory system that "puts the consumer at the center" and its central objectives are to forbid gaming to minors and to protect consumers from fraudulent practices and diseases related to gaming".
Regulatory novelties - "From a regulatory point of view, the Stability Law has changed the taxation framework of online gaming field, moving at rates based on the expenditure for all main games, with clear positive effects coming from increased competitiveness of Italian concessionaires against those ".com" ones, not subject to taxation" Francesco Rodano, manager in charge of remote gaming of the Agenzia delle Dogane e dei Monopoli – Area Monopoli, affirms. "The decision on the opening of a call for tenders for 120 new remote gaming licences. Legal or operational headquarters will be asked to participate in the tender, as well as the residence of technological facilities dedicated to the activities of remote gaming, in one of the States of the European economic area."
The market – Going into the details of different games, Casino Games increase concerns all main types: Slots Online grew by 41% and represents over 60% of expenditure in the field, Roulette affects less than last year (from +21% of 2014 to +21%) but in absolute value it increases by 12%; also other kinds such as Blackjack, Baccarat, Craps have reported an increase of the expenditure (+7%) and overall they exceed the value 15% of the field.
At the base of the positive trend of the Sport betting expenditure is the contribution given by two major international operators (Bet365 and GoldBet), entered the Italian market in 2014. The entry of these players reported important offshore gaming flows within Italian borders , generating an increase of collection (and therefore of the expenditure), and an increase of user base. Moreover, this is the category with the highest incidence of mobile channel, which has now reached 30% of monthly expenditure.
The downsizing path of poker doesn't stop, decreasing of 18% compared to 2014 and representing today less than a fifth of the market (in 2012 it was nearly the half).
The expenditure related to all other games² (Bingo, Virtual Betting, Horse Racing Betting, Other Skill Games in Tournament, Lotto, Lottery, Betting Exchange, etc.) represents just under 10% of the market (€81 million) and in 2015 it gave overall a positive, although marginal contribution(+ 2%).
"The increase of solutions dedicated to mobile devices is confirmed this year too: at present two-thirds of concessionaires developed at least an initiative (App and/or msite) for Smartphone and almost half of concessionaires an application optimized for Tablet" Samuel Fraternali, Senior Researcher of the Politecnico di Milano's Osservatorio Gioco Online, affirms. "The expenditure generated through mobile channel (Smartphone + Tablet) exceeds €150 million (+ 56%) with a penetration rate on online of almost 20%, thanks to the increase and improvement of gaming offer in the channel by gaming concessionaires. In fact, more than 400 initiatives have been offered for mobile channel, with an increase of 50% compared to 2014.
Italian players - In 2015 Italians who have made at least one bet are 1.56 million. The average of active players each month returns to growth after a slight decline in 2014, rising from 640 thousand in 2014 to about 665 thousand in 2015; however, a number far from 734 thousand active players per month recorded in 2012.
The majority of online players are men, although we may notice a small increase of female users in the last two years. Two-thirds of players are living in Centre-South, almost 60% is aged between 25 and 44 years and spends an average of about 50 euro per month.