The move to online betting has become a global trend, with Italy and Portugal seeing an increase in online betting activity. Although culturally and economically, Italy and Portugal are different, in the betting niche, these countries are quite similar and follow common trends.
Trends are an essential part of the modern ecosystem for players and betting operators. For operators to reach a large audience of bettors to be able to conduct business and be present in the market. And for users, modern betting trends are an excellent reason to be engaged and get satisfaction from it.
Regulatory landscape in both countries
Regulation of betting at the state level is a critical element for both Italy and Portugal. The reason is that these two countries are highly interested in sports events, with the participation of famous clubs and athletes. For example, more than 30% of Italians support FC Milan. For the Portuguese, Cristiano Ronaldo is a legend whose match cannot be missed.
To ensure maximum control and promotion of betting/gambling, the authorities of Italy and Portugal have created special laws. In Portugal, all aspects of safe betting (licenses, operator control, taxes, etc.) are handled by the Serviço de Regulação e Inspecão de Jogos (SRIJ). In Italy, similar activities are carried out by the Autonomous Administration of State Monopolies (AAMS).
The difference in betting between Italy and Portugal is not too different besides taxes. This is a very important aspect for many, and here’s what you need to know.
- In Portugal, fixed odds bets are taxed at 8%.
- In Italy (based on the law adopted on October 28, 2023), the tax on online betting has increased from 20% to 24%. Plus, the minimum bet is currently 1 euro.
The difference in taxes is the most noticeable. Otherwise, the legal regulation of these two countries is similar. As mentioned above, it is aimed at comfortable sports betting and adaptation to modern trends.
Situation with instant payments and betting
The advent of instant payments has revolutionized the betting industry, profoundly changing the way transactions are conducted. This made it possible to improve the overall experience of using the services of bookmakers with instant payments not only for Italians and Portuguese but also for users from other regions.
With the ability to process money transactions in real-time, players can quickly deposit funds, place bets and withdraw winnings. Many people thought that this would worsen the situation with betting: instant payments require additional verification and actions associated with transactions (e.g., connecting a bank account on the bookmaker’s website, etc.).
But as a result, the number of bookmakers increased. Reducing financial transaction latency aligns with the fast-paced nature of live sporting events, resulting in improved gambler satisfaction. In addition, operators use modern security measures (e.g., SSL protocols, transaction confirmation on a mobile device, etc.) so that speed does not cause low user data security.
However, the integration of instant payments also raises questions about responsible gaming. The absence of waiting time (or, in rare cases, minimal) is convenient, but at the same time, it can be the reason for uncontrolled rates. Therefore, operators/bookmakers need to promote safe gambling policies and, at the same time, implement enhanced security measures for instant payments.
Digital transformation and online betting
Understanding player preferences, including popular sports and bet types, is critical for operators to tailor online betting effectively. Mobile and live betting are the most obvious trends these countries follow.
In Portugal, despite a population of 10+ million people, 12.79 million mobile phones are used. In Italy this number is much higher and equal to 41.88 million. By simple assumptions, slightly less than half of mobile users are potential/current/past sports bettors. Based on this, bookmakers are actively promoting the idea and trend of mobile online betting. Developing it with the help of applications, mobile bonuses, upgrading mobile versions of the site and adding mobile payment methods.
An important aspect that many are accustomed to, but which is still developing, is live betting. Thanks to new technologies, bettors can receive useful information about the game in real-time, for example, statistics on a specific player, comparison of past matches, control of the broadcast camera, etc.
Italian and Portugal betting trends
Italy and Portugal have a strong sports culture, and football is extremely popular. Despite this, bettors have actively participated in other bets over the past few years. The most popular trends in these (and not only) regions are in-play betting, eSports events and virtual sports.
Particular attention should be paid to eSports since, according to statistics, 30-34% of bettors in Portugal and 38% in Italy are aged 18-24. These are the target audience of esports events and tournaments such as Dota 2, CS2, Valorant, League of Legends, etc.
Virtual sports are also popular, but operators need to put a little more effort to put them on the same level as eSports. In-play, or more simply put, live betting, as mentioned earlier, is improving due to new technologies. But in any case, these niches have their community and betting fans from Italy and Portugal.
Conclusion
In conclusion, it is worth pointing out that the online betting trends described above will continue and improve over time. It is difficult to name exactly what methods operators will use, but a certain number will include technological upgrades of betting platforms.
So, if you want to stay informed about all the updates, don't miss out on news from SRIJ, AAMS, and local/foreign betting operators. This way, you will be aware of changes, improvements or possible restrictions on betting in your region.
