iGaming Tracker: Italy online casino

This month, iGaming Tracker’s Ken Muir looks at how the Italian online casino market stacks up for suppliers

This month, iGaming Tracker’s Ken Muir looks at how the Italian online casino market stacks up for suppliers, with market shares weighted according to their presence across the Top 30 operators based on revenue

Based on data from the Italy iGaming Dashboard for July 2018, this month we analysed the casino site content of the top 30 suppliers within Italy.

We then came up with a market share estimate by weighting this according to their presence on the top 30 operator sites, based on revenue.

The chart below shows the Top 30 operator site groups in Italy in July, with PokerStars commanding the largest share of revenue, followed by Sisal Entertainment and Lottomatica.

Chart 1: Italy online casino operator market share (GGR)

Unweighted content share
The chart below shows the supplier content share across 33 operator sites in Italy, without the revenue weighting applied.

Therefore their presence on sites such as Pokerstars and Unibet is treated the same, even though the revenue being generated by their games on these sites is substantially different.

As you can see, NetEnt has the greatest share at 29% with Playtech close behind at 20% and Play’n Go in third with 10%. However, these figures don’t take into account the relative revenue volumes of each of the sites on which the content is served to players.

Chart 2: Dot.it supplier share unweighted

Supplier share by site groups based on revenue
Chart 3 below shows the relative supplier share across each operator group provided by Ficom for July 2018, weighted for the revenue each operator generated from the market.

As you can see the content share of the top sites is still dominated by NetEnt and Playtech, especially on the leading sites ranked by revenue.

Chart 3: Operator supplier share weighted

Total estimated revenue share by casino supplier
When you aggregate the content share of each operator site group, we can get a good estimate of revenue split by casino game supplier. Chart 4 models the revenue share by gaming supplier using content share weighted by the revenue share of casino sites.

By this measure, Playtech and NetEnt have a near identical market share. This contrasts with the non-weighted scenario where NetEnt commanded a substantially higher percentage than Playtech. The latter over-indexes on the large Italian casino sites, edging it ahead of NetEnt when the revenue-weighting is applied.

Chart 4: Estimated casino market share by supplier weighted

The opportunity – Playtech’s vertical integration

Whenn compared to the UK, casino content in Italy has been more concentrated among a few casino suppliers but this trend is changing. For example, Betfair has just released a ‘Betfair Vegas’ tab, predominantly featuring its own-brand games from its Cayetano in-house development arm.

As well as more choice for consumers, moves such as this tip the market towards potentially less dominance by Playtech and NetEnt.

On the other hand, Playtech now obviously has a significant opportunity in the market via the vertical acquisition of Snaitech, benefitting not just from the revenue share generated by their game content, but also the gross win from the Snaitech casino site (minus the supplier’s revenue share of course).

Chart 5: Supplier heatmap

How we tracked the sites
Some sites have multiple gaming tabs, for example ‘Vegas’ and ‘Casino’. In these situations, we have given equal weighting to each tab.

We have looked at the slot content on the ‘main’ pages only, i.e. the landing page for each tab. We have only considered the top 20 positions in each page. In this analysis we have given the same weighting for each game in the top 20. We have also just looked at slot content, omitting live casino content.

The list of casino sites is below. We tracked all sites every day from 1 July to 7 August, except Betfair and William Hill which were tracked 7–12 August. Sites tracked for a shorter period were weighted proportionately to compare with the other sites.

Suppliers will have different commercial deals with the operators, this analysis assume they are consistent. Sites used in analysis:

Ficom group site
888 888 Casino
BET365 Bet365
BETALAND Betaland
BETFAIR ITALIA S.R.L. BetFair
BETFLAG S.P.A. Betflag
BETPOINT SRL Betpoint
BETSSON StarCasino
BGAME SRL BGame
BPG S.R.L. NetBet
BWIN ITALIA SRL Eurobet
BWIN ITALIA SRL Gioco Digitale
DOMUS BET S.R.L Domusbet
EUROBET ITALIA SRL Bwin
EUROBET ITALIA SRL Eurobet
EUROBET ITALIA SRL GoldBet
EUROBET ITALIA SRL StarVegas
GI.LU.PI. S.R.L. Betitaly
GI.LU.PI. S.R.L. Betscore
GI.LU.PI. S.R.L. Gioca Sempre
GIOCA LIVE S.R.L Titan Bet
GOLDBET S.R.L. GoldBet
INTRALOT ITALIA S.P.A. Gamenet
INTRALOT ITALIA S.P.A. Intralot
LEOVEGAS GAMING LIMITED Leo Vegas
LOTTOMATICA SCOMMESSE S.R.L. Lottomatica
MICROGAME S.P.A. People’s
POKERSTARS PokerStars Casino
SCOMMETTENDO S.R.L. Scommettendo
SISAL ENTERTAINMENT S.P.A. Sisal
SKS365 MALTA LIMITED PlanetWin365
SNAITECH S.P.A. Snai
STANLEYBET MALTA LIMITED Stanleybet
UNIBET 32red
UNIBET Unibet
WILLIAM HILL WilliamHill

iGaming Tracker – how it works
iGaming Tracker tracks hundreds of casino sites worldwide every day. From this data it can ascertain which games are on which sites and where they are positioned on the pages. It can also measure the market share of casino games suppliers by percentage of “real estate” on casino sites at any given date.

For more information visit www.igamingtracker.com or email [email protected]

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