Inside Casino2k’s Player-First Approach to Italian iGaming — Interview with Salvatore Martorana

We launched Casino2k with the aim of filling the information gap that existed at the time. Towards the end of the 2000s, many Italian players were becoming interested in online gaming because they were fascinated by the sector, but they did not yet have the knowledge needed to understand how to navigate it. In particular, they were often unable to identify a reliable operator or fully understand how bonuses, game rules, and registration procedures worked. I believe Casino2k played an important role in raising awareness among players and helping them enter the world of online casinos with a greater level of understanding. Today, Italian users are much more informed and, in general, the iGaming industry as a whole has become more structured and competitive. I feel we have played a meaningful part in that process of evolution. 

I believe Casino2k’s real strength lies in the fact that we have never lost touch with the players’ actual needs. In a sector like this, especially over time, there is always a risk of becoming self-referential and focusing exclusively on marketing. We, on the other hand, have never stopped focusing on communication and on understanding what users genuinely need. Having a fully Italian team, made up of people who are also passionate about gaming, gives us a major advantage. We understand the language, the habits, and the most common doubts, but also the way Italian players approach gambling and relate to topics such as money, bonuses, payments, and customer support. This allows us to create more targeted content and better interpret the issues faced by the average player, many of which emerge on our forum. 

The Italian market is heavily regulated. I have to admit that, especially in the early stages, the introduction of restrictive measures such as the Decreto Dignità created concern among industry professionals. With time concerns dissipated, and it became essential to be prepared, to keep constantly updated, and to make choices that are consistent with the editorial and commercial direction. It is equally important to study new laws carefully and comply with them, without looking for shortcuts to get around them. We have always focused on transparency, fairness, and respect for the rules, and that has allowed us to earn the trust of both operators and players. Working within such a strict regulatory framework is not easy, but through commitment and professionalism, we have shown that it is possible to grow while keeping fully aligned with Italian legislation.

While players typically look for quick operator reviews or bonus guides, we wanted to go far beyond transactional content. Our goal was to build long-term, trust-based relationships with our users. We recognised that a well-managed forum was the perfect vehicle to foster an honest, ongoing dialogue. By creating a dedicated space for discussion, we enabled players to share experiences, voice their concerns, and get support from industry experts who genuinely care. We are incredibly proud of this community, and the daily messages of appreciation we receive on the forum show that we have truly achieved our mission.

This result is definitely a huge source of pride for us. The process typically begins when a user posts about an issue on our forum. Once we analyse the case, whether it involves KYC verification delays, bonus glitches, account restrictions, or outdated withdrawal details, we ask the player for their account number and email, which naturally remain fully encrypted for other members. From there, we step in as intermediaries, contacting the online casino directly to outline the issue and push for a quick resolution. Complex situations can take several days to unblock, while other cases are resolved in just 24 to 48 hours; regardless of the timeline, receiving a player’s thank-you note is incredibly rewarding. While our strong reputation and cordial dialogue with operators are major assets, resolving these issues ultimately requires a great deal of patience and a deep understanding of industry dynamics.

Over the years, players have become much more experienced and informed, shifting their expectations and interests. In the past, most forum discussions focused on no-deposit bonuses, welcome offers, and general casino mechanics. Today, user queries are far more specific, covering topics such as payment methods, withdrawal timelines, account management, and KYC verification. We also see a high volume of inquiries regarding technical issues, especially when they impact account functionality or access to winnings. Ultimately, players are no longer just looking for the best casino to sign up with; they want a broader, deeper understanding of the entire gaming experience.

Commercial partnerships and the trust we build with operators are obviously very important, but they are not the criteria by which we assess the efficiency and quality of an online casino. According to our philosophy, editorial independence must come before any affiliate agreement and the monetisation that comes with it. That is the only way to build credibility over the long term. Casino2k follows objective criteria when reviewing an operator: ADM licensing, payment security, bonus transparency and related wagering requirements, withdrawal times, responsible gambling tools, the professionalism of customer support, and the overall reputation of the brand. Put simply, if a casino does not meet adequate standards, we do not recommend it just because it offers attractive commissions. We also try to separate the commercial side from the editorial evaluation as much as possible: a partnership may influence a casino’s presence on our site, but it must not change the content of a review or hide any critical issues. If there are limitations in the bonuses, weaknesses in customer support, unattractive terms, or negative feedback, those things should be clearly pointed out. At the heart of everything is the trust we need to build with the reader. If players find honest and truthful information, they are far more likely to return to our site. On the other hand, giving visibility to unreliable operators may seem like an advantage in the short term, but over time it would damage our image and ultimately harm our reputation. 

For me, Salvatore Martorana, for my partners Matteo Giannone and Stefano Franceschetti, and for the rest of the team, it was an incredible achievement: a prestigious recognition that came after years of hard work and daily commitment. When we started the Casino2k project, it was honestly difficult to imagine reaching a milestone of this calibre, but through effort and dedication, we made it happen. That said, as the Italian saying goes, we cannot rest on our laurels. We must keep working with consistency in order to further strengthen our credibility in the industry. 

There have been several important milestones. First of all, the launch of the forum was a decisive step, as it allowed us to build a very close-knit community. Today, we have more than 4,600 registered members, which is an excellent result, but what matters most is the strong relationship of trust we have built with our users. I’m also pleased to highlight that we were shortlisted for the “Affiliate of the Year” award at the Italian Gaming Awards 2026, which is another source of pride for us. There have also been other milestones, perhaps less visible from the outside, that I consider highly significant: the growth of our team, the authority we have earned in the eyes of operators, the care we put into our content, and the constant updating of both the website and the bonuses section. All of these elements have helped strengthen the Casino2k brand. 

I believe it is essential to keep moving in this direction, without ever overreaching, and with the constant goal of improving the quality of our work day by day. In order to help Casino2k grow further, it is vital to remain faithful to the principles on which it was built: transparency, clarity, support, closeness to players, seriousness, and constant updating. Looking ahead, we have two priorities. The first is to further strengthen our community by making the forum increasingly organised and intuitive while continuing to provide more and more accurate and useful answers to our readers. The second is to invest in improving our E-E-A-T and making ourselves more visible internationally as well. Setting goals is essential in a competitive sector like ours, and it is what drives us to keep improving.