A wider network of games and betting in Italy could result in a veritable boom in takings. According to forecasts, the size of the market could practically double by 2009, with takings rising from E4.6bn in 2005 to E8.9bn.
According to Consulenti Associati administrator Guido Marino, during a seminar entitled Betting: the New Rules of the Game, this is mainly due to the rise in sport betting, likely to grow from last year’s E1.48bn to E5bn in 2009.
It will be possible to achieve these results thanks to the new physical and virtual distribution network with emerging types of games, but even more so thanks to progressive elimination of the differences between TV schedules on a European level. Horse betting could also benefit from a more structured distribution network and from an improvement in both schedules and products. In this way, takings could rise to E2.8bn in three years’ time.
In comparison with other games, sporting pools forecasts are expected to experience a dip in takings from E314m in 2005 to E200m in 2009. Horse betting on a national scale could rise from E585m to E850m.
The sports betting sector can currently count on 778 agencies. In future, these will be joined by 1,900 gaming shops and 4,400 gaming spots (concessions). Horse betting can count on 761 agencies, while 500 shops and 9,500 concessions should be added later. Therefore, the total number of places available for gaming will be about 18,000.
Marino continued: “The network now being put in place follows new trends in demand in Italy, adapting patterns that are already well established globally. There will be a reduction in the number of marginal tote outlets with a concentration of what is on offer to the public: from 25,000 outlets with a limited range of offerings to 18,000 having all the games on offer.
The result of these changes will be greater professionalism and more control of the outlets, in order to be better able to safeguard the players. Betting sites and agencies will become more like sites for virtual entertainment and gaming shops offering a diverse range of lawful games.”
He then described the size of the gaming and betting market: since 2003, overall takings have increased steadily, except in 2005, when a small decrease was recorded against the previous year. In 2003, takings reached E4.5bn, and data for the end of 2006 anticipate takings of E5.4bn.
Focusing on sports and horse betting, it is apparent that in the last three years, sports betting has been highly successful. Against takings of just over E1.2bn in 2003, they should nearly double to E2.2bn at the end of 2006 - equivalent to 40 per cent of overall takings.
Horse betting has also been holding up in the main, with takings of E2.3bn recorded in 2003, while the forecast for the end of the current year is slightly over E2.1bn.
After detailing numerical data, the focus of attention shifted to development trends in the gaming market - in particular to the issue of preferred choices by players. It is apparent that the types of games giving an immediate result are preferred to those that are deferred, because it is easy to check the results with immediate financial returns. In addition, they provide excitement and match present consumer trends. Simpler games are more popular with players, and have a greater appeal when compared with those classified as occasional.
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