Online gaming brand PokerStars has been known for providing top quality online poker gaming for decades. The brand provides top notch poker options, including online tournaments, cash gaming, satellites and qualifiers for live events and so much more. With quality customer service and a wealth of gaming options, it is not surprising PokerStars is considered the number one provider for online poker gaming.
What is surprising is that PokerStars is now making waves in the online casino gaming industry. The brand decided some time ago to begin offering casino gaming, especially in markets in which they are already successful. One such area includes Italy. With poker gaming, PokerStars controls around 70% of the online poker market of Italy. It only made sense to offer their casino gaming options in the country and now the brand creates just over 2.5% of the country’s online gambling revenues.
PokerStars offers full online casino gaming, except for sports betting in Italy. The Agenzia delle Dogane e dei Monopoli, the gaming regulator of Italy, has announced that by the end of 2015, the gaming site was able to contribute 2.58 percent of the online gambling revenue for the country. This includes casino games, such as poker, roulette, slots and blackjack. The poker revenues from PokerStars have yet to be announced.
There is no shared liquidity within the PokerStars Italy client. The software creates revenues from residents of Italy only. Players are not competing against other members in other countries such as France. There has yet to be any shared player pool agreements created and there may not be in the future. France recently rejected a plan to share player pools in their country.
PokerStars has been a popular online poker site option for Italians for many years so it was expected that the online casino arm of the brand would do well. Gamblers recognize the brand and are more willing to take part in the gaming option since they know the provider. However, we should note that since the brand does not share player liquidity within Italy, they are limited to what they can earn based on those who participate in the country only.
The Italy option by PokerStars could also increase their potential if sports betting is added in the mix. It was back in May that PokerStars added casino games to their poker only site to try and broaden the appeal of the brand. If sports betting were added in the mix, it could bring in even more betters to enjoy the offerings of PokerStars.
Casino games are more popular than poker in general so PokerStars has been able to benefit by offering quality casino gaming options within the poker site. However, PokerStars Italy still has a ways to go if they want to be able to compete with other top operators in the country. Lottomatica holds the largest market share at 14.66 percent while Sisal was able to come in second with 9.69 percent. William Hill is close behind at 8.28 percent.
PokerStars 2.58 percent may seem small but the brand has just entered the Italy industry. Over time, they could gain even more ground, especially if sports betting options are included later on. The brand may not be able to break within the top three but getting in the top five would solidify the PokerStars name even further as a top provider of online gaming around the world. For 2016, all eyes are on PokerStars and how the brand is expanding and moving forward with a variety of gaming options for players based around the world.
