Paddy Power to close Italy site
Operator to migrate customers across to Betfair.it in December
Paddy Power will close its Italy-facing site and migrate customers across to Betfair in December, the operator has told customers.
The company will begin pushing punters towardsBetfair.it in line with its global strategy of operating under a single brand.
CEO Breon Corcoran has previously told analysts Betfair has more international recognition than Paddys thanks to the presence of ‘bet’ in the title.
In fact, while the PaddyPower.it site is still live, the corresponding Twitter handle has been dormant since April.
Betfair and Paddy Power account for around 3.37% of the Italian sports betting market, according to recent figures from agimeg.it, although it did not break out numbers for each site.
The market grew 33% to €350m in 2016, according to figures from the Agenzia delle Dogane e dei Monopoli (AAMS).
However growth is expected to be slower in 2017, as margins come down from historical levels thanks to an influx of more competitive international operators.