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IGT Streamlines Business and Leadership Under New Organizational Structure
International Game Technology PLC today announced a new organizational structure focused primarily on two business segments: Global Gaming and Global Lottery. This new structure is designed to:
- provide greater responsiveness to customers and players;
- increase IGT’s effectiveness and competitiveness in providing products and solutions that address the opportunities of each market segment;
- harmonize best practices across both B2B and B2C channels in each product category; and
- reduce complexity and increase organizational efficiency to support IGT’s intrinsic value.
“A simplified organizational structure grounded in our core competencies creates a stronger, more focused IGT,” said Marco Sala, CEO of IGT. “We have always maintained a customer-first mentality and are positioning ourselves to meet ever-evolving needs in a dynamic, global marketplace. Global product segments enable us to leverage our extraordinary talent, unique insights as both an operator and service provider, and economies of scale to continue delivering unrivalled gaming experiences and create value for all stakeholders.”
Reporting to Marco Sala, Renato Ascoli will serve as CEO, Global Gaming; Fabio Cairoli will serve as CEO, Global Lottery. This new structure is effective from July 1, 2020, and IGT will start reporting its financial results under these two business segments starting with the third quarter of 2020. Financial results for the second quarter of 2020 will be reported in line with the legacy organizational structure.
The Global Gaming and Global Lottery segments will have all of the key operating capabilities and autonomy necessary to manage the business, including product management, sales, technology and research and development. The business segments will be supported by central corporate support functions that remain largely unchanged from a leadership standpoint, with the addition of a New Business and Strategic Initiatives function. The new structure addresses key synergy and development areas, while continuing to ensure appropriate governance.
Global Gaming will have full responsibility for the IGT Gaming business, consolidating North America, International and Italy B2C Gaming responsibilities. This includes PlayDigital, Sports and Italy Gaming — led by Enrico Drago — as well as Global Gaming Sales, Global Gaming Product Management, Global Gaming Studios, Global Manufacturing, Operations and Services including Global Gaming Technology.
Global Lottery will have full responsibility for the IGT Lottery business, consolidating North America, International and Italy. This includes Global Lottery Sales and Operations, Global Lottery Product and Sales Development, and Global Lottery Technology and Support. This structure enhances global strategic vision and framework, leveraging proven customer focus and execution while positioning the organization for improved collaboration and best practices sharing.
Reporting to Marco Sala, Walter Bugno will lead a New Business and Strategic Initiatives corporate function. In line with the strategic objective of having a clear focus on our business’ priorities within IGT’s portfolio, this group is responsible for leading business development in jurisdictions where IGT is not present, and where — while there may be a company presence — there is no defined product segment presence.
Additionally, the New Business and Strategic Initiatives group is responsible for managing new in-country initiatives during the start-up phase and offering on-demand commercial support globally for key accounts with multiple product requirements. It will also be responsible for managing key strategic initiatives within existing jurisdictions as needed and as determined by company leadership. The group will work in unison with the two new global business units in delivery of all initiatives, with financials rolling up to Global Gaming and Global Lottery.
Executive Biographies
Prior to his appointment as CEO, Global Gaming, Renato Ascoli served as CEO, North America of IGT PLC. In this capacity, other than serving all North America Customers, he held global responsibility for product development, manufacturing, product management, technology and delivery of all the Company’s portfolio outside of Italy.
Prior to his appointment as CEO, Global Lottery, Fabio Cairoli served as CEO Italy of IGT PLC, where he was responsible for managing all business lines, marketing services, and sales for the Company’s Italian operations. Through his leadership of the largest lottery operator in the world, Mr. Cairoli shares insights and best practices with other organizations in the Company.
Prior to his role as leader of IGT New Business and Strategic Initiatives, Walter Bugno served as CEO, International of IGT PLC, where he was responsible for the management and strategic development of the International region. He led the Company’s lottery, gaming, and interactive businesses throughout Europe (except Italy), as well as in the Middle East, Latin America and the Caribbean, Africa, and the Asia-Pacific region.
For more information about IGT, visit IGT.com, go to Facebook at facebook.com/IGT, follow us on Twitter at twitter.com/IGTnews, or watch IGT videos on YouTube at youtube.com/igt.
About IGT :
IGT (NYSE:IGT) is the global leader in gaming. We deliver entertaining and responsible gaming experiences for players across all channels and regulated segments, from Gaming Machines and Lotteries to Sports Betting and Digital. Leveraging a wealth of compelling content, substantial investment in innovation, player insights, operational expertise, and leading-edge technology, our solutions deliver unrivaled gaming experiences that engage players and drive growth. We have a well-established local presence and relationships with governments and regulators in more than 100 countries around the world, and create value by adhering to the highest standards of service, integrity, and responsibility. IGT has approximately 12,000 employees. For more information, please visit www.igt.com.
SOURCE International Game Technology PLC
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Traffy, a performance marketing agency specializing in in-app traffic, has seen a clear shift in how iGaming campaigns scale today.
The era of “launch and forget” in iGaming is over. The market has become more competitive, and users are more demanding than ever. Scaling campaigns is no longer just about volume — success now depends on the depth of analytics, the speed of response to user behavior, and traffic quality.
Market Transformation
In the past, scaling followed a simple logic: more traffic meant more conversions. Today, that approach no longer works. Users have become more selective, and both CPA and ROI are directly tied to post-deposit behavior.
If advertisers fail to track key performance indicators within the first 72 hours — including user activity, repeat deposits, and conversion to FTD — budgets are spent without control, and scaling turns into guesswork.
New Requirements for Scaling
Scaling campaigns today requires a much more structured approach:
- Funnel analysis within the first 72 hours to quickly identify effective setups
- Traffic segmentation and strict quality control
- Continuous monitoring of user activity, repeat deposits, and FTD conversion rates
If there is no positive performance trend within the first three days, the setup is stopped immediately. This allows teams to minimize losses and reallocate budgets toward high-performing campaigns.
Common Pitfalls of Legacy Approaches
Many operators and affiliates still rely on outdated strategies that limit their ability to scale effectively:
- Focusing solely on CPA without considering unit economics and profitability
- Scaling broadly without proper traffic segmentation
- Lack of predictive analytics in the early stages of campaigns
- Underestimating traffic quality and fraud risks
These issues lead to unstable performance, rising CPI, and a loss of control over ROI.
The Traffy Approach
At Traffy, we build scalable infrastructure designed to manage in-app traffic with a performance-first mindset.
- Traffic quality control: black and white lists, ongoing audits, and integrated fraud analytics
- AI-driven optimization: algorithms that predict campaign performance and dynamically reallocate budgets toward the most efficient setups
- Performance focus: real-time analysis of the first 72 hours, deep segmentation, and continuous monitoring of key metrics and ROI
This approach allows us to scale only the traffic that is proven to be profitable, reducing risks and improving predictability at scale.
Conclusion
A performance-driven approach has become essential for scaling In-App campaigns in iGaming. The key to success lies in deep analytics, traffic segmentation, predictive modeling, and strict control within the first 72 hours.
The market has changed — and those who succeed are not the ones who scale volume, but those who scale quality traffic.
At Traffy, this approach is at the core of how we build and scale campaigns, ensuring sustainable growth and measurable performance for our partners.
The post Scaling In-App Traffic in iGaming: A Performance-Driven Approach appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Traffy, a performance marketing agency specializing in in-app traffic, has seen a clear shift in how iGaming campaigns scale today.
The era of “launch and forget” in iGaming is over. The market has become more competitive, and users are more demanding than ever. Scaling campaigns is no longer just about volume — success now depends on the depth of analytics, the speed of response to user behavior, and traffic quality.
Market Transformation
In the past, scaling followed a simple logic: more traffic meant more conversions. Today, that approach no longer works. Users have become more selective, and both CPA and ROI are directly tied to post-deposit behavior.
If advertisers fail to track key performance indicators within the first 72 hours — including user activity, repeat deposits, and conversion to FTD — budgets are spent without control, and scaling turns into guesswork.
New Requirements for Scaling
Scaling campaigns today requires a much more structured approach:
- Funnel analysis within the first 72 hours to quickly identify effective setups
- Traffic segmentation and strict quality control
- Continuous monitoring of user activity, repeat deposits, and FTD conversion rates
If there is no positive performance trend within the first three days, the setup is stopped immediately. This allows teams to minimize losses and reallocate budgets toward high-performing campaigns.
Common Pitfalls of Legacy Approaches
Many operators and affiliates still rely on outdated strategies that limit their ability to scale effectively:
- Focusing solely on CPA without considering unit economics and profitability
- Scaling broadly without proper traffic segmentation
- Lack of predictive analytics in the early stages of campaigns
- Underestimating traffic quality and fraud risks
These issues lead to unstable performance, rising CPI, and a loss of control over ROI.
The Traffy Approach
At Traffy, we build scalable infrastructure designed to manage in-app traffic with a performance-first mindset.
- Traffic quality control: black and white lists, ongoing audits, and integrated fraud analytics
- AI-driven optimization: algorithms that predict campaign performance and dynamically reallocate budgets toward the most efficient setups
- Performance focus: real-time analysis of the first 72 hours, deep segmentation, and continuous monitoring of key metrics and ROI
This approach allows us to scale only the traffic that is proven to be profitable, reducing risks and improving predictability at scale.
Conclusion
A performance-driven approach has become essential for scaling In-App campaigns in iGaming. The key to success lies in deep analytics, traffic segmentation, predictive modeling, and strict control within the first 72 hours.
The market has changed — and those who succeed are not the ones who scale volume, but those who scale quality traffic.
At Traffy, this approach is at the core of how we build and scale campaigns, ensuring sustainable growth and measurable performance for our partners.
The post Scaling In-App Traffic in iGaming: A Performance-Driven Approach appeared first on Americas iGaming & Sports Betting News.
Traffy, a performance marketing agency specializing in in-app traffic, has seen a clear shift in how iGaming campaigns scale today.
The era of “launch and forget” in iGaming is over. The market has become more competitive, and users are more demanding than ever. Scaling campaigns is no longer just about volume — success now depends on the depth of analytics, the speed of response to user behavior, and traffic quality.
Market Transformation
In the past, scaling followed a simple logic: more traffic meant more conversions. Today, that approach no longer works. Users have become more selective, and both CPA and ROI are directly tied to post-deposit behavior.
If advertisers fail to track key performance indicators within the first 72 hours — including user activity, repeat deposits, and conversion to FTD — budgets are spent without control, and scaling turns into guesswork.
New Requirements for Scaling
Scaling campaigns today requires a much more structured approach:
- Funnel analysis within the first 72 hours to quickly identify effective setups
- Traffic segmentation and strict quality control
- Continuous monitoring of user activity, repeat deposits, and FTD conversion rates
If there is no positive performance trend within the first three days, the setup is stopped immediately. This allows teams to minimize losses and reallocate budgets toward high-performing campaigns.
Common Pitfalls of Legacy Approaches
Many operators and affiliates still rely on outdated strategies that limit their ability to scale effectively:
- Focusing solely on CPA without considering unit economics and profitability
- Scaling broadly without proper traffic segmentation
- Lack of predictive analytics in the early stages of campaigns
- Underestimating traffic quality and fraud risks
These issues lead to unstable performance, rising CPI, and a loss of control over ROI.
The Traffy Approach
At Traffy, we build scalable infrastructure designed to manage in-app traffic with a performance-first mindset.
- Traffic quality control: black and white lists, ongoing audits, and integrated fraud analytics
- AI-driven optimization: algorithms that predict campaign performance and dynamically reallocate budgets toward the most efficient setups
- Performance focus: real-time analysis of the first 72 hours, deep segmentation, and continuous monitoring of key metrics and ROI
This approach allows us to scale only the traffic that is proven to be profitable, reducing risks and improving predictability at scale.
Conclusion
A performance-driven approach has become essential for scaling In-App campaigns in iGaming. The key to success lies in deep analytics, traffic segmentation, predictive modeling, and strict control within the first 72 hours.
The market has changed — and those who succeed are not the ones who scale volume, but those who scale quality traffic.
At Traffy, this approach is at the core of how we build and scale campaigns, ensuring sustainable growth and measurable performance for our partners.
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