Salvatore Martorana, Casino2k: What Italy’s regulatory reset means for affiliates

Salvatore Martorana, Co-Founder of Casino2k, explains how Italy’s ‘one domain per licence’ rule, sharp market consolidation and AGCOM’s tighter advertising guidelines are reshaping affiliate marketing, and why the shake-out favours portals built on compliance and editorial trust.

Italy’s affiliate landscape has moved fast since November 2025. For affiliates built on volume rather than editorial substance, the ground has shifted considerably.

The ‘one domain per licence’ rule has removed more than 350 skin domains operated under concession holders’ licences, the market of authorised operators has consolidated sharply, and AGCOM’s July 2026 supplementary guidelines have tightened how responsible gambling messaging can be delivered.

Salvatore Martorana is an entrepreneur, Founder of STS Web Consulting SNC and Co-Founder of Casino2k, active in the Italian iGaming affiliate sector since 2011. A Business Administration graduate in Palermo, Sicily, he turned a childhood passion for computers and technology into a career in SEO and digital entrepreneurship.

This Q&A gets into:

• What the ‘one domain per licence’ rule has actually changed for Casino2k, and why Martorana sees it as an opportunity rather than a threat
• Whether easing Italy’s advertising ban would help or hurt a compliance-first affiliate
• How a market reduced to 46 authorised operators has altered Casino2k’s negotiating position
• Why AGCOM’s new limits on celebrity-led responsible gambling campaigns barely register for Casino2k
• What has scaled behind the scenes to earn a second consecutive EGR Italy Awards shortlist

Let’s dive in!

iGaming Republic: The “one domain per licence” rule has wiped out more than 350 skin domains and other domains linked to concession holders since November 2025. Has this reform had any impact on Casino2k’s structure? And how do you think it will reshape Italy’s affiliate landscape over the next few years?

Salvatore Martorana: The impact on Casino2k’s structure has been very limited, because our editorial and affiliate project has always been separate from the core activities of gambling operators. We have not had to make any substantial changes to the way we work, although we have certainly followed developments with interest.

The current framework separates the two roles even more clearly, distinguishing those who offer gambling services from those who provide information and comparisons and drive traffic to operators. I believe this direction will push affiliates to demonstrate their value by focusing more on areas such as content quality, authority and the ability to understand and interpret the needs of their audience.

I also think that players will be the main beneficiaries of this new rule, as they will be able to navigate a market with fewer ambiguities between skins and brands linked to the same licence. It also becomes easier to identify who is actually behind an online casino.

For affiliates like us, on the other hand, it becomes even more important to build a stronger and more clearly defined editorial identity, supported by clear editorial guidelines and without “hiding” behind different domains or hybrid models. Casino2k has always worked in this direction, so the “one domain per licence” rule represents more of an opportunity than a problem.

“The ‘one domain per licence’ rule represents more of an opportunity than a problem.”

Salvatore Martorana, Co-Founder of Casino2k

iGR: There is now a live debate in Italy about partially rolling back the advertising ban, given that the illegal gambling market still has a very significant impact. If the ban were eased, would that help or hurt a compliance-first project like Casino2k?

SM: I think it could be an advantage, but a lot depends on how the ban would be eased. Ours is a delicate market, where finding the right regulatory balance is far from easy. Let me start by saying that our project has never been based on aggressive advertising and that, especially since the introduction of the Dignity Decree in 2018, we have adapted and learned to operate within a very restrictive regulatory framework.

We are now used to operating in a highly regulated market, where ADM and AGCOM play fundamental roles in overseeing, respectively, the legality of gambling activities and advertising communications. However, I believe the time has come for the relevant institutions to consider some form of opening. From an ethical and prevention standpoint, raising awareness among players and protecting them is essential, but the issue is much broader and deserves serious consideration. I am referring above all to the fact that, on the one hand, authorised operators have to comply with very strict restrictions, while on the other, those operating illegally do not have to follow the same rules.

Giving legal gambling greater visibility, accompanied by proper information, would help users distinguish more easily between an authorised operator and one that is not. At the same time, however, we should not go back to promoting bonuses and promotions too aggressively.

The real problem is that even today an inexperienced user can unintentionally come across unauthorised platforms without even realising the difference between them and those that are legal in Italy. In any case, we at Casino2k will continue to keep up to date and make compliance an absolute priority. Overall, I am in favour of easing the restrictions, provided that this is accompanied by clear criteria and a strict focus on player protection.

“Authorised operators have to comply with very strict restrictions, while on the other, those operating illegally do not have to follow the same rules.”

Salvatore Martorana, Co-Founder of Casino2k

iGR: Since November 2025, the Italian market has consolidated sharply, with a significant reduction in the number of authorised, well-capitalised operators. Has this made it easier or harder for Casino2k to negotiate fair terms with operators, now that there is less competition among them for affiliate traffic?

SM: It depends. On the one hand, the fact that the number of operators has fallen means there is less competition among them to attract new players through affiliate sites. At least in theory, this can reduce our room for manoeuvre when negotiating deals. On the other hand, today we have the opportunity to work with companies that have invested significant resources to adapt to the new regulations and continue operating in the Italian market. This gives us greater confidence in their stability and in the possibility of building profitable, long-term partnerships.

One positive aspect for Casino2k is that we have never aimed to feature as many operators as possible. Instead, we have always preferred to select those we believe offer the most value to our users. If we consider that the market has been reduced to 46 operators, there is also a greater chance that those remaining will be interested in gaining visibility and building partnerships with established portals like ours.

Market consolidation, however, makes it more difficult for smaller or newer projects to emerge. With fewer operators available, failing to secure, or losing, a partnership can have a greater negative impact than in the past.

Over many years in business, Casino2k has built solid foundations and achieved prestigious results that demonstrate the quality of the project. This allows us to approach operators with a strong track record. Of course, the financial side remains important and we try to negotiate deals that we consider fair, but I believe that today the relationship between an operator and an affiliate has to be assessed as a whole, not just from a financial point of view.

iGR: AGCOM’s new July 2026 guidelines limit the use of celebrities and testimonials in responsible gambling campaigns and also focus attention on the tipster phenomenon. For a portal that has built its trust mainly through informative content, transparency and forum culture, does this decision affect the way Casino2k approaches its responsible gambling communication?

SM: We have never built our credibility, let alone based the promotion of our brand, on famous people. So the impact of this restriction on Casino2k is practically nil. Our approach has always been clear and uncompromising: we prefer to focus on the quality of our information and on an honest relationship with users rather than relying on the fame of a public figure.

We therefore agree with the tighter approach introduced by AGCOM. When it comes to a sensitive issue such as responsible gambling, it is the message that should stand out, not the person delivering it. A campaign of this kind should help players understand the risks, the available protection and self-control tools, and the behaviours they should adopt in order to approach gambling with full awareness.

At Casino2k, we will continue to talk about responsible gambling as we always have, using clear and simple language that is easy for all users to understand. Our forum plays a fundamental role in this respect, because it allows us to understand the recurring questions and real problems players face, providing them with comprehensive answers and concrete solutions.

“It is the message that should stand out, not the person delivering it.”

Salvatore Martorana, Co-Founder of Casino2k

iGR: Casino2k has just been shortlisted at the EGR Italy Awards 2026 in both Affiliate of the Year and Casino Affiliate of the Year categories, after winning the latter in 2025. What has changed or scaled at Casino2k this year, in your view, to make it a finalist once again in two such important categories?

SM: We did not see the recognition we received in 2025 as a finishing point, but rather as motivation to do even better and further increase our credibility and visibility in the Italian market. I cannot deny that an award of this importance makes our entire team proud, but in a constantly evolving market like iGaming, you can never be satisfied or stand still.

Over the past few months, we have worked to make Casino2k increasingly comprehensive and authoritative, bringing new people into the team and focusing closely on the reliability and accuracy of our information, updating content frequently, paying greater attention to compliance and establishing an even stronger relationship with operators. We have also continued to invest in the forum, strengthening the bond with our community and supporting users on a daily basis when they come to us for help or information.

I think our organisation has grown further over the past year without losing sight of the principles that have always defined us: transparency, reliability and integrity, both in our relationships with operators and with users. Being finalists again in two such prestigious categories shows that we have been working in the right direction.

I would also like to stress that the credit does not belong to Salvatore Martorana alone, but to the entire team. Behind Casino2k is a solid company like STS Web Consulting, made up of people who work every day to ensure that the project continues to operate, grow and remain competitive.

About Salvatore Martorana

Salvatore Martorana is Co-Founder of Casino2k, the Italian affiliate and editorial portal covering legal, ADM-licensed online gambling. He co-founded the project alongside Matteo Giannone and Stefano Franceschetti, and it now operates under STS Web Consulting.

Casino2k has built its reputation on compliance-first editorial standards and an active player forum, and was named Casino Affiliate of the Year at the EGR Italy Awards 2025 before being shortlisted again in two categories in 2026.