New Communication Strategies for Italian Operators in the Face of Strict Gambling-Related Advertising Restrictions

By | December 30, 2021

Back in 2018, the Italian authorities issued the “Decreto Dignità” – which translates as the Dignity Decree. It imposed severe restrictions on the advertising abilities of online casinos. As well as direct advertising, the ban extended to sponsorships, the marketing of gambling services and products, plus advertising via conventional and online billboards.

The decree is not the only measure that has impacted the ability of online casinos to increase awareness of their products. The COVID-19 pandemic has also played a big part. Although with lockdown restrictions and people being forced to stay and work from home, many sought diversions from the resulting boredom by taking up online gaming.

Another blow for the industry was a 5% hike in iGaming license tax, meaning that companies now face having to pay 25% tax on their GGR (Gross Gaming Revenue).

But the online gaming industry is renowned for its innovative nature, and the enforced impositions brought that character into play. In the words of the old saying – “invention is the mother of necessity,” and so it has proved.

The industry has now turned its attention towards Italy’s conventional, land-based retail sector with a dual focus. Firstly, legal associations with Italian retailers will enable online gambling operators to apply for an AAMS license. This license guarantees them a legal presence in the country, a presence that can be used to increase brand awareness and ensure enhanced customer protection.

It also means that they can strengthen their foothold by being part of the customer omnichannel experience. More updated information on various casinos will be available, allowing potential players to select which channel suits their needs best at any one point in time.

Online casinos have made use of affiliate marketing in the past, and this is now something that is being given an even greater focus. With more affiliate marketing websites and links crowding cyberspace, the need is growing for more comparison sites.

Typically, these sites deal with any online casinos that need affiliate marketing services. They enable visitors to their sites to view information on many different online casinos all on one page. Wannabee gamblers can compare the different welcome bonus deals, the types of games or sports available, how quickly players can get their winnings, etc.

Because these affiliate sites contain informative materials without publishing explicit call-to-action comments, they operate legally under the “informative communications” category.

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