After Italy passed the Dignity Decree bill into law in 2018, Gaming experts in the country raised alarm immediately. The Authority for Communication, AGCOM, termed the decision “in dissonance with European principles.”
By comparison, Natalia Chiaravalloti of Giochidislots said the law marked a new era for gaming in the country. What’s more, she noted the Dignity Decree closed an important marketing channel for gambling businesses throughout Italy.
“The Dignity Decree and the restrictions for gaming operators active in our country have marked the beginning of a new era,” she said.
“Completely disappearing from the digital media map, and consequently losing one of the most important showcases for acquiring customers, has forced gambling industry leaders to find alternative solutions to promote their brand and acquire new customers,” she added.
The Dignity Decree banned gambling companies in Italy from their businesses on TV, social media, online magazines, blogs and radio stations. This ultimately choked their ability to find new customers.
However, it did not mean an end to iGaming in Italy. Instead, operators found new ways to run their adverts and marketing campaigns.
Socially Responsible archyde news
Socially responsible is a way of marketing that prioritizes the best interests of customers. In reference to the iGaming sector, socially responsible marketing involves educating gamblers to be responsible in their activities.
The opposite of ethical is aggressive . Before the Dignity Decree, aggressive was the norm in Italy. It involved running betting ads to the general public regardless of age or vulnerability to gaming addiction.
Socially responsible marketing has received a lot of praise lately. That is because it involves transparent communication. It makes it clear that betting is only legal to adults above 18 years.
It also highlights the dangers of compulsive betting. In doing so, it reminds the public that gambling can be dangerous if done excessively.
Advocating for Healthy Gaming
Gambling businesses aren’t just responsible with their messages. According to Chiaravalloti, head editor at Giochidislots, they’ve also become ambassadors for healthy gaming.
“I would say, for many years within the pages of our blog, we have been trying to diffuse all the heathy principles of gaming,” the editor began.
“Pushing the fact that responsibility, moderation and entertainment must be the three keys to propose the game in a different way in the eyes of the public,” she continued.
Why Responsible Gaming?
As already mentioned, responsibility is one of the key elements gaming businesses have been preaching since the decree law. Responsible gaming is after all the main reason behind the passing of the 2018 law.
According to Italian lawmakers, the Dignity Decree was created to help reduce irresponsible gambling in the country. Against that backdrop, it was in the best interests of betting firms to advocate for responsible gaming.
Teaching players to gamble responsibly helps casinos and sportsbooks look more trustworthy. They also help fight problem gambling, a major reason why the government has been increasing restrictions in the industry.
Moderation is Key
As Chiaravalloti mentioned, moderation is one of the three principles of healthy gaming. Without it, people turn into compulsive gamblers. In turn, compulsive gaming destroys their finances, marriages and careers.
Moderation can help end all the ills mentioned above. By teaching players to be moderate with betting, they can learn how to manage their money. Also, they can learn how to control their time at the casinos.
Playing for Fun
Gaming becomes a problem to many people once they forget why they began doing it in the first place. Operators in Italy have been creating campaigns to remind players that betting is best done for entertainment purposes.
If you love to play poker, do it to have fun. If you win money, this should be treated as a bonus. Of course, some people make a livelihood from the gaming industry. But for the majority of players, money shouldn’t be the main focus.
Protecting Players Through Technology
To underpin the principles of healthy gaming, operators in Italy have been using software to monitor player behavior. They’ve also been using tools to help guide players in bankroll management, setting betting limits and taking regular breaks.
The main purpose of using these tools is to create a culture that treats gambling as a form of entertainment alone. No one needs to get addicted to slots or sports betting in search for money.
Chiaravalloti also says these tools are vital in helping casinos monitor players with risky behaviors.
“The analysis of user behavior enables operators to send customized messages and e-mails to users exhibiting risky gaming,” she noted.
“These tools are very important to protect users, but it is crucial to further restrict the scope of action in terms of deposit and bet limits,” the editor added.
Progressive Ways of Encouraging Loyalty
Acquiring new customers in this age of the Dignity Decree has become challenging. As a result, gambling companies in Italy have been doing their level best to encourage existing customers to be loyal.
Operators have a unique way of encouraging loyalty. Instead of relying on free spins and free bets alone, they’ve also created advanced slots and live casino rooms players can’t say no to.
Precisely, they combine all the best elements of different slots and blend them into one game. Now, a player does not need to find a specific slot for jackpots, a different game for multipliers and another one of Megaways.
The modern slot has all the features players love: Wilds, scatters, multipliers, cascading reels, Megaways engines and clear graphics.
On the other hand, table games like poker, blackjack, baccarat and roulette are social, lively and competitive. Thanks to live casino rooms, players can play these games with their friends through video links.
According to Chiaravalloti, live casinos have also helped enhanced community building and foster social interactions.
“HD technology and the opportunity to interact with live croupiers and other players at the tables has enhanced the concept of community-building,” Chiaravalloti pointed.
Reorganizing the Gaming Sector
The Dignity Decree undoubtedly transformed iGaming in Italy. It forced operators to change their interactions with gamblers by advocating for healthy gaming. However, casinos and sportsbooks are still hopeful the government will work with them to reorganize the industry and hopefully lift the Dignity Decree.