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Advertising gambling in Italy: how the dignity decree has affected online casinos

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Advertising gambling in Italy: how the dignity decree has affected online casinos

 

One of the oldest pastimes, the fine sport of gambling, is at risk with strict new laws taking effect in countries like Italy, with the government’s 2018 implementation of the Dignity Decree that directly affects advertising gambling in Italy.

The creation of the Dignity Decree placed a strict ban on gambling-related companies from advertising, providing sponsorship, the marketing of gaming services & products, and all promos related to gambling including on billboards as well as online.

Talk about a challenge for gaming companies operating in Italy, this decree hits advertisers and sponsors hard but also sponsees, such as with soccer clubs are losing huge amounts in potential sponsorships from online gambling companies.

What is the Italian gambling dignity decree?

The Italian Gambling Dignity Decree would be approved and implemented in 2018 drastically changing the way in which gambling-related companies would be able to advertise within Italy. The general gist of the decree prevents direct and indirect gambling related advertising such as  commercial ads, billboards, and sponsorships either in print form or online including social media platforms. A financial nuisance and major obstacle for the surge of online gambling companies that have recently hit the online space in Italy.

The purpose of the Italian Gambling Dignity Decree, which was ushered in by Italy’s Autorità per le Garanzie nelle Comunicazioni (AGCOM), was to establish a layer of control and protection for Italian citizens reducing exposure to gambling opportunities and therefore preventing a potential rise in gambling addiction.

Another key component of the Decree was the new layer of player protection being provided. In just the last year alone due to COVID-19 and mandatory stay-at-home orders imposed throughout Italy there has been a steep rise in the number of online gamblers with a diverse background counting young professionals and elderly amongst the spectrum of players.

The caveat of the dignity decree is the ability for companies to advertise if promoting and pushing messages surrounding responsible gambling and legal gambling products and services, however even during these promotional campaigns gambling companies are still not permitted to use their logo or branding.

The country’s gambling advertising ban on sports

The Italian gambling Dignity Decree has had an immediate and direct effect on sports in Italy from the Olympics all the way to A series sports clubs. As most of Italy’s sports clubs work with betting companies through sponsorship support the loss in ability to advertise alongside them is leaving clubs at a financial disadvantage.

Post COVID and a year-long shutdown the sporting industry including football clubs have had to aggressively rally to find new business solutions pressing them to demand from the Italian government a suspension of the Decree.

Getting new clients with the Italian gambling advertising ban

The question you’re probably asking yourself is the same question every gambling company operating in Italy once asked: So then how do we acquire new clients if we aren’t permitted to advertise?

Let’s see the possibilities a company has with the advertising ban:

What’s banned by the Italian gambling Dignity Decree

As we mentioned above, the Italian gambling Dignity Decree limits the possibilities of advertising gambling in Italy.

To protect Italian players it prevents both, direct and indirect gambling related print and online advertising including commercials, sponsorships and billboards.

Advertising gambling in Italy: what’s still possible?

Despite Italy’s Anti-gambling 5Star movement and the current administration’s support of the Decree there have been countless pleas from the business, sports and gambling-related sector to suspend the Decree.

The holy grail of workarounds for gambling companies is the popular online practice of affiliate marketing. Affiliate marketing occurs when online companies pay websites to mention and link their company.

The advertisement in this marketing tactic involves text and links (SEO) as opposed to flashy advertisements oftentimes found on the side of articles we read, or our Facebook feeds, or even the advertisements when we Google search.

Casino comparison sites in Italy

Affiliate marketing in Italy is essential for online gambling companies to be able to reach potential new players while respecting the italian gambling advertising ban.

The necessity of affiliate marketing for advertising gambling in Italy has then created the need for casino comparison sites such as ProCasino, where players can find all the casinos related information in one place and can pick the one that best fit their needs.

These casino comparison sites are flooding the online space, with new sites operating and catering to gambling-related companies in need of affiliate marketing. These sites tend to create a spreadsheet of comparisons including the gambling company’s welcome deposit bonuses, fee amounts, payout times and a number of other key information a player may be interested in learning.

A popular new section being added to comparison sites includes the deposit and payout options as gambling-related companies are finding Millennial and Gen Z users in particular looking more and more to use cryptocurrencies when playing.

Conclusion

In conclusion, we can say that the Italian gambling Dignity Decree, as much as it is making advertising gambling in Italy through common practices almost impossible, it has also proved its effectiveness in protecting players.

Furthermore, the Italian gambling advertising ban is permitting the growth of casino comparison sites that provide updated information on various providers. Each user can then compare all the platforms, evaluate which one best fits his knowledge, possibilities and needs.

 

Affiliate Success

Slotsjudge Awarded Best Affiliate in CEE at Prague Gaming & Tech Summit 2024

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It has been announced that iGaming entertainment and comparison site Slotsjudge has been awarded Best Affiliate in Central and Eastern Europe (CEE) at the Prague Gaming & Tech Summit. This prestigious accolade marks a significant milestone in the Slotsjudge roadmap and is a recognition of the company’s services to the iGaming industry.

The Prague Gaming & Tech Summit brings together organisations and projects from a multitude of sectors including iGaming, eSports, Blockchain, AI, Fintech and VR. It is a highly regarded event that recognises and celebrates the works that make up and shape, the future of gaming and technology.

The Achievement and Its Significance

Winning the award for Best Affiliate in CEE is a huge achievement for Slotsjudge as it recognises the services and experiences created by the company within the iGaming industry. It is a reflection of the growth of the brand, innovation, relationships and adaptation in the wider market.

By winning the category for Best Affiliate in Central and Eastern Europe (CEE), Slotsjudge had to rise above some tough competition. The highly competitive shortlist featured big players in the industry, including AskGamblers, Casino Guru, and Gamblers Connect among others.

Slotsjudge is a project that stands out from others on the market due to its player-centric ethos, trustworthy guidance and unique, community-led SJ Shop. It is a specialist adviser and comparison guide in the region that aims to connect experts with operators and consumers in the industry.

Importance of the Award

The award for Best Affiliate is a testament to Slotsjudge excellence and credibility in the industry. It elevates their status and positions them as a leading player in Central and Eastern Europe and beyond.

The GamingTECH Awards is a remarkable celebration that honours industry excellence, embracing the latest advancements and trends. Not only do they recognise outstanding accomplishments in the CEE region, but also celebrate exceptional achievements across a wide range of sectors, showcasing the diverse talent and innovation within the industry.

Future Outlook

The award demonstrates Slotsjudge’s exceptional framework for performance and credibility to continue on its path to success, centred around core pillars, including gamification, community engagement and consumer personalisation. It holds immense significance as it not only boosts confidence but also opens doors for further future growth. As well as providing increased opportunities and industry-wide recognition within the iGaming affiliate market.

Editor in Chief of Slotsjudge and Product Owner of parent company SEOBROTHERS Aleksandra Andrishaka commented on the award:

“I am incredibly grateful to accept the award for Best Affiliate in CEE at the Prague Gaming & Tech Summit. It is a true honour and a validation of our hard work, dedication, and commitment to excellence in this competitive market. Thank you to everyone who voted for us, and thank you to our wonderful Slotsjudge team.”

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Affiliate Announcements

CasinoBeats Summit Set to Offer a Laser Focus on Marketing and Affiliate Strategies

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CasinoBeats Summit Set to Offer a Laser Focus on Marketing and Affiliate Strategies

 

Amidst the whirlwind of Google’s relentless updates and the intricate web of affiliate marketing, the upcoming CasinoBeats Summit, with a laser focus on SEO, AI content, and innovative traffic monetisation strategies, will offer marketers and affiliates a platform to tackle pressing inquiries head-on.

The ‘Marketing & Affiliation’ track will occur across both core days of the CasinoBeats Summit, 22nd – 23rd May, at the InterContinental Malta. The track will provide 4500 attendees with an in-depth exploration of key talking points shaping the worlds of marketing and affiliation.

Discussions will encompass leveraging innovative technology such as artificial intelligence (AI) and immersive video content to engage new audiences, the power of alternative marketing channels, and gaining a competitive edge through SEO strategies.

The panel titled ‘Finding CRM harmony: Automation vs Experience’ will delve into the growing influence of customer relationship management (CRM) and the most effective strategies for its utilisation. Industry experts Matthias S. Kaiser (Head of CRM at Tipico), Alexandru Ababei (CRM Global Promotions Manager, Betsson) and Zurab Magalashvili (CMO, Adjarabet), will explore how CRM implementation can align with existing processes for player experiences and how CRM data can aid in proactive responsible gambling initiatives.

The conference session ‘Future-Proofing Marketing: Unveiling Trends Beyond the Hype’ will discuss the latest marketing trends and assess their long-term potential. Marketing experts Calvin Samut (Head of Brand, Socios), Cecilia López Boronat (Marketing Content Manager, Clobet Limited) and panel moderator Dennis Algreen (Marketing Director, SBC Events), will explore the longevity of these emerging trends, the danger of chasing trends and whether businesses should prioritise long-term brand stability over fleeting marketing fads.

The conference on the second day will commence with the panel ‘Monetizing Traffic Beyond Traditional Models’ focusing on the significance of alternative marketing channels such as Whatsapp and Telegram. Experts Silvia Almeida (Chief Media Officer, Clever Advertising), Leanne Muleba (Chief Operations Officer, Matching Visions), Eleonora Norbiato (Head of Acquisition, SKS365) and panel moderator Maria Tsnompilantze (Content Marketing Manager, SBC), will deliberate over how useful these alternative channels are, what metrics are particularly relevant for monetization purposes and whether the quality or quantity debate is over in the age of SEO.

The panel titled ‘The Uncharted Territory of Grey Hat SEO – Traffic, Cloaking, PBNs, Parasite SEO and More’ will delve into the nuances of SEO and PPC tactics, exploring the benefits of both Google-approved and grey hat strategies. Led by experts Vadim Aidlin (Chief Executive Officer, PushnotiAds) and Julia Logan (CEO & Founder, Zangoose Digital), discussions will encompass the use of PBNs, the impact of bot traffic, successful partnership SEO strategies and best practices regarding cloaking.

The first core day of the event will also feature a dedicated ‘SEO Trilogy’, hosted by Ivana Flynn alongside a host of industry experts as they tackle the continuously evolving SEO landscape.

The conference will also provide delegates with dedicated tracks covering key industry verticals such as casino, leadership, industry, and regulation and dedicated sessions for women in gaming. Moreover, attendees will be able to participate in innovative session formats such as hackathons, roundtables, and workshops.

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Why Crash Casino Games are Legal in Brazil

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Why Crash Casino Games are Legal in Brazil

 

In a recent ENV Media’s insight piece, the mechanics and legal standing of crash games within Brazil’s regulated gaming environment are analysed. Explaining Aviator’s fixed-odds betting system and cash-out feature, it showcases the game’s adherence to transparency and fairness standards, and why it is regulated under the fixed-odds betting law. 

The very essence of crash games falls under the current legal definitions of the Brazilian law, justifying their place in the online betting landscape. The “provably fair” game mechanics are taken to an exciting player-centric level, with strategic live decisions which align even better with legal requirements.

The legality of crash games in Brazil stems from their compliance with the country’s regulatory framework, particularly Law No. 14,790/2023. This law categorizes online games like Aviator under fixed odds betting lotteries, with their outcomes determined by future random events. The legal provisions ensure that as long as games offer fixed odds at a given point in time, and allow timely cash-outs, they remain within the legal ambit. This concrete definition encapsulates crash games, highlighting their lawful existence in the Brazilian iGaming landscape, as confirmed by legal experts consulted in the study.

The future of crash games in Brazil looks promising, with a call for more explicit guidelines and oversight to ensure responsible gambling standards. The comparison between Aviator and traditional sports betting illustrates the strategic decision-making inherent in these casino games, underscoring their similarity and the need for regulatory attention.

Notably, some further steps could be taken to certify testing laboratories for new games on the market but the executive cannot limit the application of the law as it is currently worded. As Brazil refines its regulations, the integration of games like Aviator into the legal framework is crucial for the industry’s growth, ensuring a dynamic and responsible gaming market.

Drawing parallels between Aviator and sports betting clarifies the decision-making and fixed-odds nature of both. Whether betting on a series of football games or the multiplier increase in Aviator, players make real-time choices with the option to cash out early. This similarity lies in the common gambling mechanics, reinforcing why crash games like Aviator align with traditional sports betting principles and thus, their legality and inclusion in Brazil’s gaming regulations.

Crash games represent a increasing segment in Brazil’s online gambling scene, blending real-time betting excitement with strategic gameplay. Their legal standing, rooted in Brazil’s regulatory framework, sets a precedent for a regulated, transparent, and responsible gaming environment. As the industry evolves, understanding and integrating games like Aviator will be pivotal in fostering innovation, ensuring integrity, and contributing to the economic landscape, heralding a new era in paid online entertainment in Brazil.

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