Why is Italy such a key market for your business in the virtual sports and iGaming space?

Italy was one of the first countries where virtual sports really took off. Today they bring in well over USD 400million a year, which makes it one of the largest regulated markets for this product in Europe. That didn’t just happen. Operators here like Sisal, Lottomatica, Snai and others backed virtuals early and gave them space to grow.

From our side, Italy has been a big focus for more than a decade. Partnering with local leaders gave us insights into how players interact with virtual formats day to day. The combination of clear rules, reliable infrastructure and a national love of sport makes the market unique. If you can succeed in Italy, you know the product has real legs.

What trends are you seeing in player behaviour in Italy when it comes to virtual sports?

Football is still the anchor, but players want more. Things like racing, basketball aren’t “extras” anymore, they’re part of the core mix.

What’s interesting is how people use virtuals. We see shorter, sharper sessions, but with high engagement. Many move between live and virtual seamlessly. For example, if there’s a gap in the Serie A schedule, virtual football is a natural alternative. What players don’t compromise on is trust. If results aren’t transparent, they walk away.

How does the popularity of virtual sports in Italy compare with traditional sports betting?

Live betting is still bigger in absolute terms, of course. But virtuals fill in the gaps. And in Italy, those gaps are significant. Players want something always on, not dependent on fixtures. For some of our partners here, virtuals have become a steady, everyday part of their offering rather than a back-up.

How do you localise your virtual sports content to appeal to Italian players?

We’ve learnt localisation is never just translation. Working with partners in the region has taught us that the detail matters. Thinks like commentary in the right tone, visuals that feel familiar, even scheduling that lines up with Italian playing preferences. Payment options and compliance also need to feel seamless. It’s about making the experience natural, not adapted.

Are you seeing increased demand for personalisation or data-driven features in the Italian market?

Yes, and the bar is higher than it used to be. Players want more control over what they see, how data is displayed, and how rewards are delivered. One of the things we’ve noticed through partnerships in Italy is that loyalty tools only work if they feel earned. Anything too automated risks being ignored.

How do you see the virtual sports landscape evolving in Italy over the next 2–3 years?

We’ll see sharper graphics, more formats, and cross-platform play as standard. Regulation will get tougher, but that’s positive if you’ve already built with compliance in mind. Short-form betting will grow. And the line between live and virtual will keep blurring, with players treating both as part of the same habit.