In the fourth part of our iGB L!VE 2025 speaker interview series, DT9 Group co-founder Danilo Di Tota reflects on his early years as a professional rugby player, the evolution of Italy’s iGaming market and what the proposed lifting of the country’s gambling ad ban could mean for affiliates striving to stay compliant while driving performance.
For DT9 Group CEO and iGB L!VE speaker Danilo Di Tota, rugby runs in his blood. A former professional player, he spent his adolescent years representing Italy in national championships and touring the globe. His three brothers are all rugby players, too.
Those early memories aren’t just stories for Di Tota’s future grandkids; they’re full of life lessons. “The values of rugby – respect, support, honesty and teamwork – are all very important. They stay with you and help you in all areas of life,” he says. “It was an amazing experience.”
I was drawn to iGaming because it’s fast-paced, constantly evolving and allows me to combine data, technology and creativity
Di Tota number nine
Having studied marketing and communication at school, Di Tota became a digital marketer 15 years ago, working across sectors including media rights, museums and exhibitions. Then in 2015, he entered iGaming, an industry that shares a natural tie with sports. Di Tota soon found that the connections he had built in his rugby years were extremely valuable in the space, as many ex-players like him had gone into management positions in big companies. The innovative nature of the sector is also a plus as he moves to the next chapter of life.
“I was drawn to iGaming because it’s fast-paced, constantly evolving and allows me to combine data, technology and creativity. It’s a challenging but very rewarding industry,” he recalls.
Together with his brother Vincenzo Di Tota, they started building their own iGaming business and officially launched DT9 Group in July 2018, initially based in the industry’s central hub, Malta. The brand name, as Di Tota explains, comes from his family name and his shirt number when he played rugby. But he’s also considering rebranding next year – something with the same abbreviation like “digital technology”.
We check affiliates’ compliance, KYC and KPIs to make sure they’re aligned with our standards
Two and a half years ago, the Di Tota brothers opened a new office in their Italian hometown. Their vision was clear – to create a “results-oriented company focused on high performance and full regulatory compliance”. Today’s DT9 splits across two verticals: a digital product division and an affiliate network. The latter brings together over 1,000 affiliates and 200 bookmaker clients.
“We bring traffic through social media, PPC and SEO, but what makes us different is that we thoroughly studied the market in Italy and in other geos. We check affiliates’ compliance, KYC and KPIs to make sure they’re aligned with our standards,” Di Tota explains. Only 25% of content creators and affiliates are approved by DT9 to join the network.
Today’s Italian players look for security, quality platforms, transparency and ease of use
Lifting the ad ban: A turning point?
According to Di Tota, Italy has “a strong and evolving iGaming culture”, and players expect much more than just competitive odds.
“Today’s Italian players look for security, quality platforms, transparency and ease of use. There’s also a growing awareness around responsible gambling. Players now expect mobile-friendly, personalised experiences,” he says.
However, iGaming companies have been putting off entering the market in the past few years. In 2018, the local government announced a blanket ban on all gambling ads, including television, website and radio, causing mayhem in the industry. With sports sponsorships no longer an option, Serie A reported an estimated €700 million would be lost as a result of the ban.
A more modern and balanced regulatory framework would allow operators and affiliates to communicate more transparently and responsibly
Now, that freeze may finally thaw. This March, the Senate’s Culture and Education Commission approved a resolution to lift the ban, a development Di Tota calls “a turning point” for the industry.
“This is a very hot topic right now,” says Di Tota. “A more modern and balanced regulatory framework would allow operators and affiliates to communicate more transparently and responsibly, which would also help the legal market remain competitive.”
“For affiliates, it would mean stronger, more visible acquisition strategies and better quality traffic leading to improved long-term results.”
Opportunities and hurdles
On the market’s opportunities, Di Tota says Italian affiliates are becoming more than just traffic providers by offering “advanced analytics, segmentation and added-value solutions that support operator growth”. But challenges still persist.
For a long time, the country’s iGaming sector has been dominated by Lottomatica Group and Flutter, which together hold around half of the market share. The “centralised” nature of the sector, as Di Tota explains, makes it harder for affiliates to work with a variety of operators, alongside mounting pressure to keep up with new technologies in a fast-moving digital landscape.
Italian players are also emotional and sentimental in how they engage with content
DT9 is seeing a rise in data-led, tech-driven acquisition models. Di Tota describes the integration of programmatic advertising as a key driver, using vertical DSPs and proprietary algorithms to scale reach and optimise predictive targeting for stronger performance.
Compliance remains a non-negotiable for Italian affiliates, as white-labelled products could “help increase engagement, retention and lifetime user value”. DT9 works closely with local iGaming law firms and provides legal training for all affiliates in its network.
“Italian players are also emotional and sentimental in how they engage with content. So it’s important to be motivational and emotionally intelligent in our communications,” Di Tota adds.
We’re ready to take DT9 into its next phase, staying true to our values of compliance, performance and sustainability
What’s next for DT9
With plans to consolidate its leadership in Italy’s affiliate space, Di Tota says DT9’s growth strategy is built on three pillars: innovation, quality and expansion. The company is currently investing heavily in its digital product suite, with a proprietary app launching this year to deliver a more personalised user experience.
Beyond Italy, DT9 is exploring other regulated European markets that prioritise transparency and compliance. “We’re ready to take DT9 into its next phase, staying true to our values of compliance, performance and sustainability,” Di Tota says.
Whether it’s navigating regulations or scaling the business, Di Tota approaches iGaming with a rugby player’s mindset – building a tight-knit team and sharing the same goal with Italy’s affiliate community.
Danilo Di Tota will be speaking at "Market Growth & Affiliation Strategy in Italy" on 3 July 2025 at iGB L!VE 2025.