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    Expanding Your Focus: Online Gaming in Northern and Western Europe
    Published : 7/6/2007 (Updated : 7/6/2007 6:32:57 PM)
    With the online gambling world in its current state of flux, it may be helpful to diversify your efforts beyond the US to stay above water while legislation settles down. After the decision of the European Court of Justice in the Placanica case (that has allowed online and land-based gambling operators to enter the Italian market), as well as the EU international trade talks, there are several countries in Europe where online gambling is booming. Below are two of these markets along with some hints about how to approach these markets using that you should already be familiar with.


    Italy has been at the forefront of the flurry of change in online gambling, and since the above-mentioned Placanica case, the number of online betting licenses that Italy has distributed has skyrocketed. Italy is probably one of the more lucrative European countries, alongside the UK, to pursue efforts in. The Italian market remains relatively untapped as this legislation has only recently been announced, but the potential for casinos, poker and soft games as well as mobile gaming (Italy has one of the largest per capita cell phone users in the world) are endless. Developing a basic online casino, poker or softgame review site, including such programs as Lasseters, Jackpotjoy, and mobile gaming merchant Gold Mobile, and having it translated into Italian can be a worthwhile venture in attracting a loyal Italian audience.


    Online Poker continues to grow in this part of world, with Google Trends showing the Scandinavian countries of Denmark, Sweden and Norway as being the top three countries using the term "poker" in their searches. It may be a worthwhile investment to test these waters by developing a content-rich Poker site review page and have it fully translated and optimized for the leading Scandinavian market. Based on your Danish test, including the ROI for your site translation and localization, you'll be able to decide whether or not to move into the other top Scandinavian markets. Merchants with brand strength should be one of the first places to look when deciding which poker sites to work with when approaching this poker-savvy market.


    EU nations are inadvertently being drawn into a discussion about regulating online gambling across the board. Countries such as Poland have followed suit with Italy and the UK, and other EU nations are sure to follow. As an affiliate, it's important to stay on top of industry news through venues such as the Casino Affiliate Programs forums and the Income Access newsletter.

    About Nicky Senyard

    Nicky Senyard is the CEO of Income Access, the world's leading independent online gambling affiliate network, offering reliable affiliate program software and management services for profitable Poker, casino, sports book, bingo and softgame brands such as Jackpotjoy, Lasseters and Mahjong Time since 2002. Find out why over 15,000 gambling affiliates trust Income Access.

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