Italian poker woes continue

The ongoing decline in the Italian poker market was compounded by the summer slowdown in June as cash poker revenues fell by 16% on the prior month and tournament revenues by 7%.

The total gross gaming revenue of €26.6m generated by the dot.it segregated player pool in June was also less than 7% up on the total recorded a year earlier, despite the injection of ring game revenues into the market from last July.

Cash poker revenues in June were down 16.42% month-over-month to €15m from €18m, representing a cumulative fall of 39% in the five months since January.

Tournament revenues were down 7% month-over-month to €11.6m from €12.5m, 53.5% down year-on-year, due in the main to their ongoing cannibalisation by the introduction of other products last year, in particular poker ring games, and also the quieter period leading into summer.

PokerStars.it and Microgame retained their respective positions as leading room and network in the ring-fenced market. However, Stars edged marginally further ahead in both the ring game and tournament formats.

In cash games, Stars’ market share increased to 26.9%, from 26.3% in May, while the skins on Microgame’s People Poker Network fell to 23.5% during June, from 26.8% the previous month, the latter according to calculations by Casino Choice based on AAMS data. Lottomatica retained its position as the second largest room for cash games, well ahead of third-placed Gioco Digitale, owned by bwin.party. In the network stakes, Playtech strengthened its grip on second spot as Ongame, which includes Gioco Digitale and bwin revenues ahead of their migration to the PartyPoker platform by the end of this year, slipped back to 10.8% from 11.3%.

Based on June’s figures, Ongame’s share of Italian ring game revenue was 2.9% once the contributions of bwin.party-owned brands Gioco Digitale and bwin were removed from the equation, as will happen when the operator completes the migration of its two main Italian brands onto the PartyPoker platform scheduled to take place by the end of 2012 (for more detail on ring game market share, see below). bwin.party’s three Italian-facing brands (Gioco Digitale, bwin and PartyPoker) accounted for 8.5% of Italian cash game revenue in June.

In tournaments, PokerStars increased its market share by nearly a percentage point to 38.4%, from 37.5% in May, with Microgame’s People’s Network contracting by more than 4%, allowing Ongame to close the gap to Microgame to just 4%. However, again, Ongame’s market share of tournament revenue in Italy, as for ring games, dropped dramatically once bwin and Gioco Digitale revenues were taken away, giving them 3.35% of the market.

Italy online poker market – June 2012 (% of GGR)*

Cash games – leading rooms

PokerStars.it – 26.9% (26.3%)
Lottomatica/Totosi.it – 14% (14.2%)
Gioco Digitale.it – 6.4% (6.2%)
SNAI – 4.6% (4.4%)
Sisal – 3.2% (3.4%)

Cash games – leading networks**

Microgame/People’s Poker Network – 23.5% (26.8%)
Playtech/iPoker – (including SNAI, Sisal, Titanbet.it, Eurobet.it and others) – 13.4% (13.1%)
Ongame (including Gioco Digitale.it, bwin.it) – 11.2% (11.3%)
Gioco Online Italia – 5.3% (4.6%)

Tournaments – leading rooms/networks**

PokerStars.it – 38.4% (37.5%)
Microgame/People’s Network – 17.8% (21.9%)
Ongame (including Gioco Digitale.it and bwin.it) 15.2% (14.7%) 3.35% without bwin brands
Playtech/iPoker – (including SNAI, Sisal, Titanbet.it, Eurobet.it, Cogetech and others) – 12.9% (12.7%)
Lottomatica/Totosi.it – 11.1% (11.2%)

*May 2012 figures in brackets
** Calculations by Casino Choice based on AAMS data


Casino Choice journalist

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