Italy’s Adv Ban, Gaziano (SKS365) At Amsterdam’s IGB Live!:Coming Back To The Product Is The Way”

SKS365’s CMO and Country Manager spoke in day 2 of Gioco News meeting, outlining the possible reaction lines of operators and affiliates a few days after the official ad ban in Italy: “If you have a good product it will work by itself. About the affiliates: less promotion, more information.”

A special focus was dedicated to the “Italy case”, after the recent official entry into force of the ban on all forms of advertising and sponsorship related to the world of betting.

Francesco Gaziano, Chief Marketing Officer and Country Manager Italy of SKS365, was among the speakers about this issue: “We found ourselves in front of a very brief and synthetic legislative norm, for which the following interpretation brought about by AGCOM produced in turn, very wide scoped guide lines. Thus far, though – Gaziano added – We still remain in a phase of substantial passiveness of the market, both from Operators, affiliates and editorial groups whom are yet perusing and exploring further possible alternatives. The confusion generated by this overall approach only feeds huge uncertainty and instability, with grave repercussions on an industry that employs over 60 thousand people. At a time when the product cannot be promoted, all that remains is the product itself, to speak for itself, for this I believe that If you have a good product it will work by itself, and for sure word of mouth is not forbidden by the law.”

The new scenario also concerns affiliates, on which Gaziano has focused in an attempt to identify a possible road to renewal: “In this context it goes without a doubt that our affiliates face an important business opportunity, as they will basically represent the only means of exposing the legal gaming offer to the public. In such a scenario – CMO added – it becomes clear that our affiliates will need to operate a transformation evermore oriented towards an informative and comparative nature, not just related to betting odds but the overall gaming offer as well as and not just limited to the products, but also addressing the customer’s consciousness in all of protection and safety tools like self exclusion, the ban on underage gaming and so forth.”

During his speech, Gaziano focused also on SKS365 commitment about the law: “We are perfectly aware that in order to maintain a joyful yet safe gaming experience, our customers still need to receive coherent informations pertinent to offers, instruments and rules. We are also perfectly aware that our communication needs to feature messages freed of all promotional elements. The overall approach is of complete compliance to the law, whereas extreme caution in our corporate and commercial communication takes the front seat.”

About SKS365:
SKS365 Group is an authorized sport betting and gaming operator, one among the leaders in the Italian betting market, whereitoperates under the Planetwin365 brand. The passion for sports, driven by principals of transparency and security with the goal of creatingvalue for the Entertainment industry are allelementsthat SKS365 offersits clients to furtherdevelop the gaming experience and expand business opportunities for all commercial partners.

Through the Planetwin365 brand, SKS365 offers a unique and diversified gaming experienceboth online – via the Planetwin365.it website – and offline, through a retail network of 1000 shops allaround the Italian territory.