Polina Nedyalkova, Amusnet: “Italy is a mature, highly competitive market where credibility is earned through consistent delivery and close operator relationships”

Polina Nedyalkova, Managing Director of Amusnet Italy, shares how Amusnet Italy is celebrating its 10th anniversary and showcasing localised content at SiGMA World.

Key takeaways:

• Amusnet Italy’s top priority at SiGMA World is deepening existing partnerships and expanding its All-Casino offering.
• The company is showcasing live casino products featuring native Italian-speaking presenters alongside instant, crash, and Halloween-themed games.
• Amusnet is exhibiting land-based hardware terminals, including the Type S VIP 75, Type S VIP 43 with the Oval Jackpot Board, and Type S B terminals.
• Polina Nedyalkova notes that Italy is a mature, highly competitive market where credibility is built through consistent delivery and close operator relationships.

Exclusive interview.- Polina Nedyalkova, managing director of Amusnet Italy, shared that the company will prioritise local engagement and partnership expansion at SiGMA World through localised live casino experiences and land-based hardware demonstrations. Marking its 10th anniversary, the company will highlight how tailored content like Italian Roulette and trusted favourites align with the demands of Italy’s mature market.

In an interview with Focus Gaming News ahead of SiGMA World, Nedyalkova also explained details about the Italian market, the company’s expansion priorities, and the Italian players.

What are Amusnet Italy’s main objectives for SiGMA World, and which products, partnerships or strategic developments will take centre stage in Rome?

Our priority in Rome is to deepen existing partnerships and explore new opportunities across our All-Casino offering. live casino will be an important part of those conversations, with Italian Roulette and its native Italian-speaking presenters demonstrating how we can make our international product expertise relevant to local audiences. Our Online Casino showcase will also feature instant and crash games alongside Halloween-themed releases, reflecting how we create content for a wide range of player preferences, occasions and moods.

Land-based is a vertical we are also exploring and developing in Italy. SiGMA World gives operators an opportunity to experience our hardware and content firsthand, including the premium Type S VIP 75, Type S VIP 43 with the Oval Jackpot Board, and Type B terminals. These demonstrations will help us understand individual venue requirements and discuss how our offering could fit different casino environments.

To mark our 10th anniversary this year, we are also introducing La Dolce Vita, an exclusive collection of designer scarves inspired by our game worlds and Italian flair, created especially for SiGMA World 2026. The collection reflects the creativity behind our products and gives us a distinctly Italian way to share this milestone with our partners. We look forward to welcoming visitors to discover the designs at our stand – and win their new signature look.

As the host market, Italy will naturally be central to many conversations at SiGMA World. What do you want international operators and partners to understand about the Italian market that is often overlooked from outside the country?

Italy is a mature, highly competitive market where credibility is earned through consistent delivery and close operator relationships.

Familiar content also continues to have strong appeal, as we see with titles like Shining Crown and Extra Crown – these Amusnet games have been player-favourites in Italy for years. Understanding local player preferences is essential when introducing new formats. Having a knowledgeable team on the ground is equally important – and this is where Amusnet really shines. Operators value people who understand their commercial priorities and can provide reliable support with integrations, compliance and the everyday development of the partnership. We’ve dedicated years to building this expertise locally, and our team here in Italy is ready to support smaller and global partners alike.

“Understanding local player preferences is essential when introducing new formats.”

Polina Nedyalkova, managing director of Amusnet Italy.

Amusnet Italy has expanded its distribution through partnerships with bet365, PokerStars, AdmiralBet and StarVegas. What is the company’s next priority in the country?

The relationships developed through our online business give us a strong foundation for bringing our cabinets, content and jackpot solutions to more Italian casino venues and land-based expansion will be one of our objectives on the market when looking ahead. We will also continue extending our online distribution and developing new live casino partnerships. Our Royal Crown Saga Network Tournament series is already a well-known and established format on the market, engaging the majority of operators in Italy, and this is a tradition we plan to uphold and expand.

Italy’s new concession system has reshaped the online sector significantly, resulting in fewer licensed operators, higher entry costs, and a restriction to one website per concession. How is this consolidation affecting the expectations of operators towards content and technology suppliers?

Consolidation is sharpening the focus on cost efficiency, with leading operators in a stronger negotiating position. Competitive pricing expectations go hand in hand with dependable delivery. Our commercial, integration and compliance experts in Italy coordinate closely to provide clear planning, accurate documentation and timely responses, making implementation more straightforward for partners.

“Consolidation is sharpening the focus on cost efficiency, with leading operators in a stronger negotiating position.”

Polina Nedyalkova, managing director of Amusnet Italy.

Amusnet recently introduced Italian Roulette with native Italian-speaking dealers and a fully localised presentation. What gap in the market was this product designed to address, and could it lead to further Italy-specific live casino content in 2027?

We wanted Italian-speaking players to feel comfortable with the whole experience, from how the table is hosted to the information presented on screen. Italian Roulette combines the familiar rules of European Roulette with native Italian-speaking presenters and round-the-clock availability. That gives operators a localised option within our wider live casino range.

It also provides a foundation for considering further Italy-specific content in 2027. Any development in that direction should respond to operator demand and feedback on the current experience, with a clear purpose behind each element of localisation.

Can you describe Italian players with a few words? What’s your take on the main differences between Italian players and those from the rest of Europe?

I would say they are curious and open to discovery, which gives us room to introduce fresh themes and different game formats. At the same time the continued appeal of titles like Shining Crown and Extra Crown shows a lasting appreciation for recognisable themes and intuitive gameplay – something we’ll continue to deliver.