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The Italian Online Gaming & Gambling Market Report: Poker and Skill Games
TrustPartners, June 2011, Pages: 36
The markets for poker and skill games, since their launch in late 2008, represent the main sector of the online channel. Their overall turnover in 2010 reached €3.2billion. Skill games represent just 3% of this sector (in 2010 it consolidated about €70million in turnover), with no more than €10million of gross margins.
Turnover is expected to increase in the next few years, thanks to the new gaming model in launch phase - the 'Cash' games. Although the Italian poker and skill games market grew strongly since 2008, this revenue came just from tournament games, which represent 30% of the international market. On the other hand, starting from July 2011, 'Cash' games will be launched and this will affect next years trend, with a further increase of turnover and margins expected, up to €440 mln in 2013.
In the next few years, the skill games market will probably differentiate its offer in terms of channels, marketing initiatives and business models for card games. The ability to develop the community (and using the users communities already consolidated as leverage), will support the product development, in particular for casual skill games through horizontal portals (Yahoo, Msn, Libero, Virgilio, etc), which already manage a wide community of free games.
Online Poker is the main product of the online market. Competition between 2009 and 2010 has pointed out that the entry into the Italian market of some of the most important players worldwide (Pokerstars, PartyPoker, etc), has contributed to further increasing the market, which has resulted in €2.3Billion of turnover in 2009 and which overtook €3.1 Billion in 2010
This report is divided into two main chapters – the Italian Online Skill Games Market and the Italian Online Poker Market.
Each part is composed of a wide analysis of the main figures (gross margin and overall turnover), regulatory environment, products typologies, segment features and business models which will support management and inform stakeholders of the key market points.
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