Italian Optimism at Paddy Power

Jul 13, 2012
Italian Optimism at Paddy Power
UK gambling group on the go in Italy Good progress was made in the Italian market since May, when it went live, according to the management of Paddy Power, mostly thanks to good business in the recent Euro 2012. According to Giovanna D'Esposito, the md of Italian operations, "Over a two-year horizon we hope to have a top five position in the online market ... but I think we can do better than that." The company has around three-quarters of Paddy Power profit generated online in Europe, so according to its communications chief Alessandro Allara, "The three biggest Italian companies have 80 percent of the retail market but only 40 percent of the online market. Our opportunity is dramatically bigger online because those companies are not using their power in retail to reinforce their position online, or they are not interested in it." D'Esposito expressed expectation that Paddy Power will lead the nascent Italian mobile betting sector as it develops, thanks to its considerable experience. The company also announced plans that involve a TV marketing campaign timed for the start of the Italian Serie A football season in late August.
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