Market breakdown: Italy
Casino content in Italy is more concentrated among a few suppliers than in markets such as the UK and we see significant shifts in market share once presence across the leading operators is taken into account, writes iGaming Tracker's Ken Muir
Based on data from the Italy iGaming Dashboard for July 2018, we analysed the casino site content of the top 30 suppliers within Italy.
Unweighted content share
The chart below shows the supplier content share across 33 operator sites in Italy, without this being weghted according to their presence on the leading sites measured by revenue. 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%.
Chart 1: Dot.it supplier share unweighted
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 2: 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).
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.
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 assumes they are consistent.
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.
This is an extract from this month's exclusive iGaming Tracker analysis available as part of the iGaming Business Intelligence Centre offering. To find out more and to subscribe, please email firstname.lastname@example.org