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China the new Italian bet The strong Chinese gaming tradition is an opportunity to be developed in Italy and the recent commercial agreements between the two countries offer further business opportunities, provided that the institutional protocols become operational
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hey watch each other, studying business opportunities in particular. The new Silk Road, in Italy, certainly passes from the recent commercial agreements signed between Premier Giuseppe Conte and Chinese President Xi Jinping, but it has been beaten for some time even in the gaming sector. Indeed, talian operators have been focusing on Chinese customers for some time, but they believe that the country can also be an interesting market for developing synergies and growth opportunities, despite the fact that it has a strongly restrictive policy in this area. Diego De Santis, owner and director of Pangea group (which includes Pangea Sarl of Monaco and Nobis international service of Sofia), focused on business consultacy services, takes stock of the existing and developing ties between the two countries. How important are Asian and in particular Chinese customers for Italian gaming locations? “To date, Chinese customers reDIEGO DE SANTIS present a very important target and the numbers that Venice, for example, finds in this important market prove it. Campione d’Italia is another important example of how the Chinese player is coveted who, regardless of the administrative ups and downs that are penalizing it, has built a specific offer for that market; there was even a project to open a separated structure just to welcome the Chinese player”. What particular needs and characteLEDRITTE DELMAESTRO
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ristics does it have and how can and should be supported? “Chinese customer cannot be managed without a deep knowledge of the many cultural elements that distinguish it from all other customers. Many operators in the hospitality sector have heavily invested, in order to be able to coherently offer to the Chinese market. We can say that the relationship must be built, starting from the world in which we commercially relate with the partner, radically reviewing all the parts of business etiquette that must characterize the actions to promote gaming structures. In the second place, communication must necessarily pass through the most used channels, also for what concerns the web; it is indeed known that the Chinese use different social platforms from those of Westerners, so it is necessary to be present on them. Adaptation to the premises and some game modes are also necessary, so as to approach as much as possible to what they expect to find when they arrive in gaming facilities on other continents”. How important is the made in Italy in the Chinese market and what are the difficulties that Italian companies have to face in approaching it? “Made in Italy has always been a distinguishing characteristic allowing the offer of products and services to have a place of excellence in the choice and tastes of the Chinese customer; is equally true that it is not enough to have a brand or a label, but it must be communicated in such a way that the Chinese customer can truly appreciate the qualities of the product itself. The greatest difficulties that our Italian companies and customers have faced and will continue to face are undoubtedly linked to the very high competitiveness that the market foresees, given the continuous evolution of the demand.
