As Casino2k, one of Italy’s leading affiliates, eyes its expansion across the continent, CEO Matteo Giannone issued a rallying cry for more differentiation and to end the stagnation of innovative products.
Giannone warned that whilst games and products are polished and sharp, there’s a distinct lack of uniqueness in the market at the moment.
Speaking to iGaming Expert following ICE, where the industry puts its front foot forward in terms of showcasing their next big offering, Giannone lamented that in many cases, cutting through the glitz and glamour, he “still doesn’t have any reason to choose one casino over another as the products are really similar”.
Whilst a deceptive observation amid the noise and furore of the conference, it should make an industry that has set the bar in terms of pushing the barriers feel somewhat uncomfortable.
“I see some new types of games from game providers, but nothing that you can say — ‘Oh, I must go to that casino because I find something that is truly breaking down barriers,” he stated.
It comes from the industry, perhaps asking the wrong questions; the churn of games is lowering the ceiling for innovation within titles, and it may come down to evolving current titles.
Not only is it about the titles, but there is a limitation on innovation in the platforms and user experience of players, as Giannone expressed his bewilderment at the Netflix model having not been mirrored within iGaming yet.
“With over 5,000 slots, I think emphasis has to be on the industry to direct the player to the titles they like,” stated Gianonne.
“What is lacking from the sector is around entertainment, whilst a myriad of media verticals are raising the bar in terms of how they engage players, casinos are struggling to become entertainment hubs.”
Identifying the hurdles to innovation
Giannone’s primary market is Italy, one where the tougher regulatory frameworks have intensified the hurdles to innovation.
This is particularly the case with personalisation, placing key limits on operators’ and suppliers’ ability to evolve and add layers to their games.
Nonetheless, the market appears to be on the cusp of a key change, not around game types, but in terms of advertising framework, a factor crucial in enabling the regulated to compete with the surging black market.
Embodying this shift is the ending of the Dignity Decree, a move that would likely be welcomed by many of Italy’s major operators, but one that should be exercised with caution, underpinned Giannone.
“Breaking the decree would be essentially ending the advertising ban, which is a bit dangerous because, you know, we work with in our mind, it’s really bad publishing, TV, advertising, without any type of control, any type of regulation.
“You cannot just say, ‘Come and play with my casino and with money.’ No, that’s not the way. Again. It’s all about education and culture and society.”
Education and remaining measured is clearly a pivotal factor in Giannone’s hopes for a stable market moving forward, as he warned that a flooding of reckless advertising serves to the detriment of the industry.
Affiliates remain a vital asset in elevating the education of players and the wider public when it comes to gambling.
Giannone commented: “I think our role is really important, because I feel we are like educators, so we can try to explain to people why they should stay away from that market. Affiliates are like educators… It’s not just a matter of money or taxes. It’s a matter of rights.”
Casino2k has sought to evolve the affiliate space and the way players engage with online platforms, fuelled by its forum. It plays a key role in continuing human discussion even amidst the fierce growth of AI.
Gianonne revealed: “I tried to understand if it would be nice to include an AI board inside our forum to help people. But we decided to do it manually, in the old way, and to interact directly with people.
“Creating this type of thriving environment is what I believe is the differentiating factor that separates us from other affiliates.”
New Horizons
The nuanced approach that has enabled Casino2k to achieve steadfast success in Italy is one it is hoping to replicate as it expands into a new market.
Given the time of their operation, the group needed to be meticulous in their next step. That’s what led them to choose Greece.
“Our approach is really slow, because we want to understand what people are looking for, how they behave. We see real value in the market and simply can’t wait to engage the players in the country.”
Greece may not be the first market that comes to mind when affiliates discuss expansion, but for Casino2k, the logic is clear: “It’s a small market, but the player value is high.”
Rather than recklessly pursuing scale, the strategy reflects a growing industry shift toward player quality over raw traffic volume.
Pinpointing where they could go next, Gianonne sees Spain as a natural evolution. However, he admitted, “The most difficult part of SEO is finding the right people.”
Whether it is the expansion of the embracing of AI, Casino2k remains meticulous in its approach. Continuing its calculated evolution, whilst rallying the industry to raise the ceiling in terms of innovation and uniqueness.
