Betsson revamps Italy-facing casino

Betsson’s sole Italy-facing site Star Casino has been given a complete redesign as the operator looks to gain market share in Italy’s tough online casino market.

The new starcasino.it desktop site, which was launched earlier this week, has been given a complete visual overhaul while its casino and lobby have also been improved.

The new site has been developed entirely in-house using Betsson’s proprietary software and is now hosted on its common technology platform, while updates to its mobile products are expected in the coming months.

“This is biggest thing we have done in a little while,” Ulrik Bengtsson, Betsson Group CEO, told eGaming Review.

“We have built a completely new site which launched this week ““a brand casino, a brand new lobby and a brand new set of features and functions which focus on the customer experience,” he added.

According to Betsson, Italy is seen as an important market for the firm with the changes expected to help spur further growth.

The online casino market in Italy has been blighted to date by the sizable market share held by the country’s unlicensed operators.

Recent estimates placed as many as half of Italy’s online casino players in the hands of the dot.com operators, however, the Italian regulator AAMS recently struck deals with a number of software suppliers in order to see the provision of games to unlicensed operators halted by the end of the year.

DLA Piper gaming lawyer Giulio Coraggio has praised the regulator’s actions and said that if the measure proved to be a success Italy’s online casino market could double in size.