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Summary and extracts
1 Market Overview
1.1 Definition and presentation
A sports bet is a game in which you must correctly predict the outcome of a sporting event, such as a soccer or tennis match, by betting money. The platforms of the best online betting companies also offer sports betting. Each outcome is linked to odds that reflect the change in probability based on the likelihood of an event occurring; to calculate the probability we rely on variables that indicate the chances of the athlete/team to succeed in the given action. This is why, for example, a team that is considered favored by oddsmakers would have lower odds than a team that is not favored. There are several types of bets, including the combined, which allows the player to select and place up to 12 events in the game with a single bet, and the multiple bet, which allows the player to make numerous predictions on the same event. A system game is played if at least three predictions are made on the same betting slip; the key difference between the system and the multiple bet is that in the system not all predictions have to be true to win. Sports betting can be done online or in specialty stores.
The global sports betting market is estimated to reach $182.12 billion by 2030, registering a CAGR of 10.2% from 2022 to 2030.
Italians are true sports betting enthusiasts. To bet in Italy physically, one can turn either to authorized centers such as bars or premises also set up for betting, or to places that specialize only in sports betting. To comply with tax authorities in Italy, online betting companies must obtain a license from the Customs and Monopolies Agency, which requires a payment of 200,000 euros and a 24 percent tax on the operator's gross gaming earnings. The license is valid for a period of nine years. The Italian government, on the other hand, has indicated that the country's gambling regulations would change in 2023.
The most recent sports betting news concerns e-Sports, which are professional video game events. These are tournaments, such as football simulations, where the levels of competition are comparable to those of real soccer. The trend is growing steadily and will become very important in the near future.
1.2 Global market
The global sports betting market is estimated to reach $***.** billion by ****, registering a CAGR of **.*% from **** to ****.
The demand for sports betting is driven by factors such as the changing regulatory landscape of the entire gambling industry, the penetration of connected devices, and the development of digital infrastructure.
The global sports ...
1.3 Italian market
Italy is the fourth largest market for sports betting. The size of the sports betting market in Italy reached a value of $*.* billion in ****, accounting for *.*% of the global market size. Italy accounts for **% of the market size in the European region.
The sports betting market in Italy grew at a ...
1.4 Covid Impact
In early ****, the outbreak of COVID-** had a major impact on the industry, as most outdoor facilities were closed and people were forced to spend most of their time in their homes, resulting in no sports being played for most of the year, which in turn meant no wagering activities. Activity ...
2 Demand analysis
2.1 Most popular gambling games
Due to the pandemic and travel restrictions imposed by the Covid scenario and a greater propensity to go digital, online is now the predominant gaming channel for * in * players (***).
Most popular games of chance - online channel Italy, ****, in % Source: ****
Most popular gambling games - offline channel Italy, ****, in % Source: ****
2.2 Profile of sports bettors
It is the middle age groups that share the largest slice of the pie: **% of the bets were made by players aged **-**; **% by the **-** age group. Far behind are the Over ** players (***).
Age of sports bettors Italy, ****, in % Source: ****
Finally, the gender distribution trend was confirmed: it was men ...
2.3 Geographical distribution of soccer bets
The amount of soccer betting in Italy decreased in **** compared to the previous year, after a sharp decline in **** due to the coronavirus pandemic (***). In ****, Campania was the Italian region with the highest number of soccer bets, totaling nearly *** million euros. In ****, however, soccer betting in Campania generated about *.* billion ...
2.4 The most popular sports for betting
In ****, the amount of soccer betting in Italy was about five times that recorded for tennis betting. Overall, the amount of soccer bets was about **.** billion euros in that year, up from about *.* billion euros in ****.
Amount wagered for sports betting by type of sport Italy, ****-****, in millions of euros Source: ...
3 Market structure
3.1 Online industry analysis
as market shares, in terms of online GGR (***).
Main online sports betting operators by market share Italy, ****, in % Source: ****
Gross gaming revenue (***) from online sports betting in Italy increased significantly from March **** to June ****.
In April ****, the GGR of online sports betting reached nearly ** million euros, down from more than ** million ...
3.2 Geographical distribution of sports betting centers
Campania was the Italian region with the largest number of sports betting facilities in ****. That year, there were *,*** sports betting stores in that region. It was followed in the ranking by Lombardy and Sicily, with more than *,*** stores each.
Source: ****
3.3 Italian cities with the highest gross gaming revenue (GGR)
Naples was the Italian city with the highest gross gaming revenue (***) from sports betting in betting shops as of August ****. In the first eight months of ****, Naples' GGR was about **.* million. Rome and Milan followed, with a GGR of about ** million and ** million euros, respectively.
Italian cities with the highest gross ...
3.4 Main market players
Below we provide the turnover of major sports betting companies in ****. Leading the ranking is Snaitech S.P.A. with a turnover of ***.* million euros. it is followed by SISAL ENTERTAINMENT S.P.A. with a turnover of ***.* million euros and SISAL ENTERTAINMENT S.P.A. with a turnover of ***.*. Finally ...
3.5 How to open a betting center
The first step is to open VAT number. In fact, a betting center is identified as a continuous, structured and organized activity. This means that you cannot carry it out as a casual worker, but you must start a sole proprietorship or a corporate form.
Thanks to the ComUnica telematics system, ...
4 Supply analysis
4.1 Types of bets
There are several ways to make sports bets in Italy. We will take the example of soccer in this part, because it is this sport that concerns most sports betting and it would be too long to make an exhaustive list of all existing bets. Moreover, the vast majority of the ...
4.2 Analysis of various companies' policies in terms of betting bonuses
In the chart above we have provided an analysis of the bonuses offered for online customers by some of the major companies in the market.
4.3 Supply trends: e-Sports
The latest sports betting news concerns e-Sports, which are professional video game events. These are tournaments, such as soccer simulations, where the levels of competition are comparable to those of real soccer. The trend is growing steadily and will become very important in the near future.
A number of ADM-licensed operators ...
5 Regulations
5.1 Regulations
To comply with tax authorities in Italy, online betting companies must obtain a license from the Customs and Monopolies Agency, which requires a payment of ***,*** euros and a ** percent tax on the operator's gross gaming earnings.
The founding legislation regarding the sports betting industry was Ministerial Decree No. ***/**, recently replaced by ...
6 Positioning of actors
6.1 Segmentation
- SNAITECH S.P.A.
- Betpremium
- ADMIRAL Sport Srl
- BWIN ITALIA S.R.L.
- EUROBET ITALIA S.R.L. UNIPERSONALE
- SISAL ENTERTAINMENT S.P.A.
- SPORTBET - S.R.L.
- Lottomatica
List of charts presented in this market study
- Major sports betting operators by market share
- Gross gaming revenue (GGR) from online sports betting
- Italian cities with the highest gross gaming revenue (GGR) - online betting
- Italian cities with the highest gross gaming revenue (GGR) - physical betting
- Size of the sports betting market in Italy
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