- PokerStars Casino reports 8.85% Italian market share
- Brand now leads the market, just two years after launching
PokerStars Casino has grasped the Italian gaming market from former leader Lottomatica with 8.85% total share, according to Amministrazione Autonoma dei Monopoli di Stato.
The revenue figures released for June place the two-year-old casino brand above the national lottery and ahead of rival brands – and the company shows no signs of slowing down in its bid to dominate the market, with expansion into new gaming areas planned plus a range of new benefits added for customers.
Loyalty program boosts June revenues
The Stars Rewards program launched for PokerStars customers in Italy, Spain and Portugal last month. The benefits scheme included features from the former VIP Club, along with a flexible points system based around poker fees – and of course, access to special games and events including the regular Festivals and Championships.
The biggest change was a move from monthly rewards to daily ones, and spot prizes for loyal players.
The scheme has obviously caught the attention of the Italian market, with the PokerStars brand overtaking its competition for the first time.
Other changes have also been significant in turning a larger profit – better mobile access, a dedicated app and a wider range of casino game options have all given PokerStars the boost it needed within the market.
Open gaming market as sports betting demand rises
PokerStars is not the only brand giving Lottomatica a run for its money.
PlanetWin365 and bet365 Italy are vying for top spot in the sports betting market, while Sisal and Eurobet are pushing for a stake among casino competitors.
Brit bookmaker William Hill is also performing well in the Italian gambling market, with a 5.8% share of the play.
Online casino and betting in Italy might also see a boost when land gambling laws change next year. The Italian government aims to restrict the number of video lottery terminals, slot machines and electronic gaming terminals available, and to ban them from certain public places – which may encourage players to head online and find their favorite games.
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