The Italian gambling market is entering a new era, one which has caught the attention of some of the global industry’s biggest betting and casino companies.

This has, understandably, also captured the interest of the various B2B firms which make their living selling solutions and services to customer-facing operators.

Indicative of this is a deal penned this week between Altenar and IsibetPro Srl, the former an international betting and iGaming software company while the latter is a local firm based in Milan.

IsibetPro Srl will integrate Altnear’s sportsbook into its own operation, including real-time odds, a customizable interface, graphic displays, a 24/7 streaming service and a mulit-channel reporting and odds management platform.

Francesco Papallo, Regional Director at Altenar, said: “We are excited to collaborate with IsibetPro Srl, they are a solid tech company that are well rooted in the Italian market.

“Together we aim to deliver a high-level product that stands out for quality, security and performance.”

IsibetPro Srl’s business model focuses on the distribution and management of betting and gaming services for retail and online betting. The company is likely eyeing up Italy’s forthcoming new online market with interest.

It is expected that the Ministry of Economy will award B2C online betting licences in October or November, with the potential for 52 licences to be awarded. A total of 46 firms have applied for a licence, with some owning more than one brand.

Italy has been a tricky market for operators to compete in to some extent, with strict rules around advertising one notable reason for this – the country stands out as one of the biggest betting markets in Europe with a ban on sports sponsorship.

It has also been regarded by some as a market in which only the biggest companies have survived, something that may be reflected in the range of firms which applied for licences, which includes some of the world’s biggest gaming firms like bet365, Evoke and Flutter Entertainment.

The presence of some of these heavy hitters may be alluring for the likes of IsibetPro Srl, with these firms being potentially lucrative clients. On the other hand, smaller firms may also find a need for B2B solutions to help enhance their products and stand out from the crowd.

Romano Biondi, CEO of IsibetPro Srl, concluded: “The partnership with Altenar allows us to take another significant leap to further our offering with a cutting-edge sportsbook platform and a wide range of high-performance data feeds.

“Through this collaboration, we can grow our sports betting product and strengthen our service network across the territory.”