Blueprint Gaming’s Italian success fuels European growth
(AsiaGameHub) - As Blueprint Gaming pushes forward with its European growth strategy, Italy has become a key market for the supplier. Jo Purvis, Director of Marketing, PR & Events, talks about the company’s quick ascent in the region, why localisation matters, and how a player-centric approach is influencing its next stage of expansion. What’s your take on Blueprint Gaming’s current standing and growth trajectory in the Italian market? Italy has turned into one of our most notable success stories lately. We’ve evolved from a well-known brand to a rapidly growing leading supplier in Italy’s online casino sector, with our games available on roughly 85% of licensed operators in the market. This growth is evident in our results. In the last year, we saw a 41% rise in market growth, far outpacing the broader Italian online casino market, which grew by 17%. Games like King Kong Cash Even Bigger Bananas, Kong 3 Even Bigger Bonus, and The Goonies Quest for Treasure Jackpot King have been among the top-performing releases with several operators, solidifying our status as a trusted content provider. We’re experiencing robust momentum across our offerings—including Megaways, Jackpot King, and branded titles—and performance data shows Italian players are highly engaged with our games. This gives us plenty of confidence to keep investing in the market and expanding both our game library and our partnerships. Why is Italy a strategic growth focus for Blueprint, and what sets this market apart? Italy is one of Europe’s largest and most established regulated markets, so it’s a core part of our global growth strategy. The mix of size, stable regulations, and a savvy online casino audience creates an environment where we can build a long-lasting, sustainable business—something our consistent growth since 2018 has shown. What makes Italy unique is its players’ character. They’re well-informed slot players with distinct tastes, yet they also react very positively to content that connects with local culture—particularly football and iconic entertainment brands. Our success with culturally relevant games like the Maradona series underscores just how crucial localisation is. This blend of maturity and enthusiasm is precisely the type of setting where we excel, letting us pair tried-and-true game mechanics with themes that strike a chord with local players. Which key product updates or upcoming releases are most important for Italian players and operators? For Italy, we’re heavily focusing on titles that have already become fan favourites. Our Megaways and Jackpot King games keep performing well, along with branded slots like The Goonies Quest for Treasure Jackpot King—one of our most successful launches in the market. Our core franchises have also seen great engagement. The Kong series, for instance, remains popular with Italian players—King Kong Cash Even Bigger Bananas is our top-performing game in the market, and follow-up releases have kept that momentum going. We regularly update these franchises with new mechanics and features to keep them fresh. This includes big upcoming branded releases like Game of Thrones, plus ongoing investment in culturally relevant content. Our Maradona-themed games have already yielded excellent results—including a top-ranked game in early 2025—and we’re eager to build on that success with new football-focused content tied to major global events like the 2026 World Cup. How does Blueprint customize its product roadmap or content for the Italian market? We never simply replicate our UK roadmap for Italy. We begin with Italian data and feedback: how players place bets, what volatility levels they like, which themes and brands appeal to them, and which mechanics keep them returning. This approach has been a major factor in our market success. Games like Maradona El Diez show how impactful true localisation can be—combining globally recognized mechanics with themes that have real cultural significance. The outcome is content that not only launches well but maintains strong performance over time. Using this insight, we decide which existing franchises to prioritize, which new titles to speed through certification, and whether we need to create something that feels distinctly Italian. This is why our content consistently achieves strong engagement metrics, including high plays per user across our key series. How is Blueprint boosting its presence in Italy, and how are recent team additions supporting future growth? Our growth in Italy has been fueled as much by our team as by our products. We’ve invested in a dedicated local team, including an Italy Country Manager and a new Italian Head of AM – International, to ensure we have on-the-ground experts who understand the market and can communicate with our partners effectively—both literally and metaphorically. This local presence is vital for maintaining and expanding our reach, which already covers most licensed operators in the country. It also allows us to strengthen partnerships and make sure our content strategy aligns closely with what operators need. Our team stays in regular touch with Italian operators, sharing insights that shape our roadmap and promotional plans. We’re also building stronger relationships with affiliates, streamers, and other local stakeholders to boost visibility and drive long-term performance across our game library. What are the biggest opportunities in Italy over the next 12 to 18 months, and how do you plan to take advantage of them? We identify three major opportunities over the next 12 to 18 months. First, expanding our presence with current partners by offering more exclusive launches, customized investments, and aligned roadmaps that truly set their offerings apart. Second, growing our market share further. Even though we already cover about 85% of operators, there’s still space to increase our slot wallet share and solidify our position in the market. Third, doubling down on what makes Italy unique: strong branded content, culturally relevant mechanics, and football-focused experiences. The success of games like Maradona El Diez— which performed well for a long time across major operators—demonstrates the potential of this strategy. Our plan is simple: keep listening to Italian players and operators, keep investing in local insights and partnerships, and keep delivering high-performing games and franchises that feel tailor-made for this market— not just adjusted for it. 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