{"id":14375,"date":"2026-01-31T09:40:42","date_gmt":"2026-01-31T08:40:42","guid":{"rendered":"https:\/\/italiangamingexpo.com\/?p=14375"},"modified":"2026-01-30T18:55:09","modified_gmt":"2026-01-30T17:55:09","slug":"milano-cortina-2026-cresce-lattesa-degli-italiani-opportunita-per-il-betting","status":"publish","type":"post","link":"https:\/\/italiangamingexpo.com\/en\/2026\/01\/31\/milano-cortina-2026-cresce-lattesa-degli-italiani-opportunita-per-il-betting\/","title":{"rendered":"Milan Cortina 2026: Growing anticipation among Italians, opportunities for betting"},"content":{"rendered":"

The Ipsos Doxa TopOlimpia Observatory records a jump in awareness to 76%, the highest level recorded. An opportunity for bookmakers, here’s why. <\/em><\/p>\n


\nWith Milan Cortina 2026, Italy will host one of the most significant global sporting events of the decade. Data from the Ipsos Doxa TopOlimpia Observatory (January 2026) shows that interest is growing, but it hasn’t fully exploded yet: an ideal scenario for betting operators looking to position themselves before the media peak. <\/p>\n

A domestic Olympics… but not yet “mainstream”<\/strong>
\nAccording to the Ipsos Doxa TopOlimpia Observatory, in January 2026, awareness of the event reaches 76% of the population (16+), up from previous months. However, 17% remain completely unaware, indicating that the “critical mass” is not yet complete.
\nFor the betting sector, this represents a key point: the market is not yet saturated, and there is room to build attention. <\/p>\n

Segmented awareness = targeting opportunity<\/strong>
\nThe geographical data emerging from the survey is particularly interesting: Northwest above 80%, South and Islands at 67%. The generational gap is even more evident: Young people 16\u201335: 66%, Over 55: 86%. For gaming operators, this means one thing: the strategy cannot be “one size fits all.” A targeted acquisition approach is needed, especially among young adults, where the Olympics are not yet perceived as a central event. <\/p>\n

High viewing intent: perfect base for the betting ecosystem<\/strong>
\nAmong those who know Milan Cortina: 71% say they will follow the Olympics, while 62% will follow the Paralympics. From a betting perspective, this creates a huge audience for: pre-event markets, live betting on “high volatility” disciplines, proposition bets on Italian athletes. There’s no need for football-style engagement: just a consistent audience focused on short time windows. <\/p>\n

Emotions: enthusiasm present, but much indifference<\/strong>
\nOnly 52% view the event positively, while 39% are indifferent.
\nThis is perhaps the most strategic data: there is not yet a natural hype comparable to the World Cup or the European Championships. For betting operators, this means both a challenge and an opportunity: creating storytelling around Italian athletes, educating the public on less popular sports (curling, snowboarding, biathlon), turning curiosity into product engagement. <\/p>\n

Advice for bookmakers<\/strong>
\nMilan Cortina 2026 is not just a sporting event: it’s a commercial opportunity still “under construction.” Ipsos data indicates: strong but not total awareness, an audience willing to follow, sponsor space already very memorable, emotional hype not yet explosive, a huge need for activation and storytelling. Those who act now build a competitive advantage before the media peak of 2026.
\nAfter all, the numbers provided by Ipsos Doxa are clear: Event awareness at 76% of Italians know Milan Cortina 2026. Geographical gap: Northwest 82% vs South and Islands 67%. Young people 16\u201335 years less engaged (66%) compared to over 55 (86%). Intention to follow: 71% will follow the Olympics, 62% the Paralympics. High sponsor recall: 70% remember at least one official sponsor. Emotions: 52% positive, but 39% indifferent, so there is room for storytelling and activation. <\/p>\n

Implications for the betting market<\/strong>
\nFor the gaming sector, the Winter Olympics represent a unique opportunity: less mainstream disciplines generate more dynamic odds and innovative markets. The audience is inclined to follow the event but needs content and storytelling to turn curiosity into product engagement. <\/p>\n","protected":false},"excerpt":{"rendered":"

The Ipsos Doxa TopOlimpia Observatory records a jump in awareness to 76%, the highest level recorded. An opportunity for bookmakers, here’s why.<\/p>\n","protected":false},"author":2,"featured_media":14370,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[107,105],"tags":[],"class_list":["post-14375","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-last-news","category-sports-betting"],"acf":[],"yoast_head":"\nMilan Cortina 2026: Growing anticipation among Italians, opportunities for betting - Italian Gaming Expo & Conference<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/italiangamingexpo.com\/en\/2026\/01\/31\/milano-cortina-2026-cresce-lattesa-degli-italiani-opportunita-per-il-betting\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Milan Cortina 2026: Growing anticipation among Italians, opportunities for betting - Italian Gaming Expo & Conference\" \/>\n<meta property=\"og:description\" content=\"The Ipsos Doxa TopOlimpia Observatory records a jump in awareness to 76%, the highest level recorded. 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Da novembre 2020 \u00e8 Vice Presidente di ANES - Associazione Nazionale Editoria di Settore. Siede nel Consiglio di amministrazione della Camera di Commercio italo-francese CCI Chambre France-Italie. Direttore responsabile di IGE Magazine \u2013 pubblicazione leader nel settore del gioco pubblico \u2013 \u00e8 considerato tra i principali esperti in Italia e all'estero del settore del gaming, partecipa ai maggiori dibattiti pubblici internazionali sulla materia. Oltre a varie collaborazioni con stampa e media generalisti e specializzati, \u00e8 docente in diversi percorsi formativi rivolti agli operatori del gaming in cui si occupa di strategie di comunicazione. Appassionato di Arte, dal 2008 collabora con il network di Exibart.com, pubblicazione leader in Italia nel settore. E' fondatore e organizzatore del Festival artistico internazionale GemellArte e attivo su vari fronti nella promozione e valorizzazione dell'arte. 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