Most gaming studios and operators have become adept at mastering regulatory compliance when entering a new market. We’ve learned to navigate complex licensing needs, adjust to responsible gambling frameworks, and understand evolving player demands. However, as markets continue to mature and the industry becomes more competitive, is this enough?
We have seen it time and time again. A company secures a license for a market, launches localised content, complies with marketing regulations, and yet still fails to make a meaningful impact in the market.
So, why is this? Well, there could be multiple reasons for this, but one thing we have discovered at BGaming is that players have become much more conscious of a brand’s intentions. Players and partners can distinguish between a company that is merely ticking boxes and one that is genuinely invested in the market.
Getting Involved
At BGaming, we are advocates of cultural integration and embrace the markets and players that welcome us, as seen with our recent move into the Italian market.
We secured our license in Italy earlier this year and partnered up with Eurobet and Starcasino Italy. It would have been easy for us to just enter the market, repackage one of our games with an Italian theme, and launch a typical marketing campaign.
However, we knew this was not the key to success. We wanted to demonstrate to Italian players and potential operating partners that we were committed to the Italian market. To help it grow and to create a safe and responsible market for players.
Establishing Credibility
One of the most effective ways to build credibility in a new market is through strategic partnerships with responsible gambling organisations and local charities. We recently contributed to San Patrigano ahead of SiGMA Central Europe in Rome. Rather than waiting to establish a presence in the market, we aim to contribute to responsible gambling within the country and participate in social responsibility initiatives.
This isn’t charity for charity’s sake; it’s part of a wider company philosophy. By supporting local charities and organisations, as we have done in other markets like Brazil, we demonstrate a long-term commitment.
The response we’ve had from the Italian market has validated this approach. At SiGMA in Rome, which we attended in November, we had hugely positive feedback from operators, regulators, and industry stakeholders. Leading with responsible gambling and a commitment to giving back to the market opened doors and instantly built trust in a way that launching games alone would never have achieved.
SiGMA is another example of the importance of embracing a culture. The event was much more than just a marketing opportunity for us. It provided us with the opportunity to immerse ourselves in the Italian industry actively. We chatted face-to-face with many leading figures and operators, gaining a thorough understanding of what players in the country expect.
By treating these events as learning opportunities rather than purely sales exercises, we’re demonstrating to the market that we’re here to listen and that we intend to make the most of the opportunity granted to us to enter it.
Deep Engagement
What we have learned from our expansion into Italy and our ongoing global expansion highlights several key lessons. Obtaining a license is merely an entry ticket. It allows you to enter a country’s market, but it does not ensure success or credibility.
Real credibility stems from a deep understanding of the communities you are involved in, as well as a forward-thinking and authentic approach. The iGaming landscape is increasingly rewarding market participants rather than market explorers. That’s the standard we want to set at BGaming, and one we will continue to hold ourselves to as we pursue our Italian adventure and build long-lasting relationships in the country.
