Interview with Salvatore Martorana: Co-founder of Casino2k
An exclusive interview with Salvatore Martorana, co-founder of Casino2k. Discover how the brand evolved over 15 years, navigated Italy's strict ADM regulations, recovered €1.7M+ for players, and secured "Affiliate of the Year" at the EGR Italy Awards 2025.
From LinkedIn Connection to EGR Pioneers: An Exclusive Chat with Casino2k Co-Founder Salvatore Martorana
The Italian iGaming landscape is one of the most rigorously regulated, highly competitive digital spaces in Europe. Navigating it requires more than just marketing acumen; it demands absolute compliance, transparency, and an unwavering commitment to the player experience.
What happens when a casual LinkedIn conversation over an iGaming post turns into a deep dive into fifteen years of industry evolution?
I sat down with Salvatore Martorana, co-founder of Casino2k—fresh off their massive win as "Affiliate of the Year" at the EGR Italy Awards 2025—to discuss how a passion project built on friendship transformed into a market staple. From the Wild West days of unregulated platforms to helping players recover over €1.7 million in blocked winnings through their dedicated community forum, Salvatore shares the lessons, regulatory hurdles, and future horizons of Italy's premier casino reference point.
The Genesis story: Casino2k was one of the earliest pioneers to focus exclusively on Italy's legal, ADM-licensed online casino sector. Looking back to the very beginning, what was the spark that brought you and your co-founders together, and what specific gap in the market were you determined to fill?
Casino2k was born first and foremost out of the friendship between me and the other two founders, Stefano Franceschetti and Matteo Giannone. At the beginning, we shared a passion for land-based casinos, but over time our interest gradually shifted more and more towards the online sector.
The real spark came when the Italian market finally started to become more structured and regulated. We realised there was no truly reliable point of reference for Italian players, who all too often ended up playing on non-transparent websites or relying on poor-quality sources for information.
That is what led us to create a portal run by people who genuinely understood the industry and could help users navigate the world of legal online casinos in Italy with greater awareness. Over time, we began covering a wide range of topics related to online gaming, including bonuses, strategies, rankings and payment methods, but Casino2k’s core goal has always remained the same: to offer players a useful tool that helps them make sense of the market and avoid mistakes. That was our starting point.
Navigating 15 years of change: The Italian online gaming industry looks vastly different today than it did a decade and a half ago. From your unique vantage point, what have been the most profound shifts in how the market operates?
The changes over the years have been huge. When we first entered the industry, the rules were far less clear, information was often unreliable, and the whole landscape felt much more confusing.
A good example is bonuses. Back then, bonus terms and conditions were often extremely unfavourable. Just think about the fact that wagering requirements were sometimes applied even to the deposit amount itself.
Today, by contrast, the Italian market is far more competitive, reliable and professional, to the point that it is considered one of the strictest in Europe. Regulatory oversight and compliance have had a positive impact on both operators and affiliates. Today, I believe that communication and trust are just as important as marketing and search engine visibility.
The evolution of the Italian player: Consumer habits shift alongside technology. What are modern Italian players prioritizing today when selecting a platform compared to the players of Casino2k’s early days?
In the early days, the average player focused mainly on the welcome offer and often decided whether to sign up with an operator almost entirely based on the bonus being advertised.
Today, things are different. Players are more informed, more demanding and more selective. They do not just look at promotions anymore, but also at factors such as the clarity of the terms and conditions, payment security and the quality of customer support.
They also tend to look at a platform as a whole: brand reputation, game selection, withdrawal times, site usability and the quality of the mobile experience. I would also say there is much more attention now on an issue that used to be underestimated far too often, namely responsible gaming. I am not saying bonuses no longer matter, but they are no longer the only factor being considered. Today there is less superficiality and far more awareness.
Surviving and thriving through regulatory shifts: Italy has long been a benchmark for regulated gaming in Europe, seeing everything from the introduction of strict ADM licensing to the sweeping changes of the Decree Dignità (Decreto Dignità). How has Casino2k successfully adapted its business model to remain a trusted point of reference through these heavy regulatory waves?
We have always approached change as an opportunity. Regulation should not be seen as something to work around, but as a framework you need to understand and respect.
Casino2k has adapted by continuing to focus on credibility, high-quality content and transparency towards users. I will not deny that keeping up with all the rules is demanding, because it requires constant updates, but for a brand like ours it is essential if you want to strengthen your identity and remain a reliable point of reference for players.
The power of "Real Player" editorial: One of Casino2k's core strengths is an editorial team comprised of actual players who understand the mechanics of the games inside out. How does this direct, hands-on experience shape your content strategy and build a deeper level of trust with your audience?
Having a real understanding of how casino games work is essential. We do not rely on theory alone, but also on practical experience and direct knowledge of the casino world.
When you have that kind of background, it becomes much easier to support users, because you can better understand their doubts, the difficulties they run into and the most common mistakes they make. We always try to explain things in a direct and simple way, while also pointing people towards a possible solution. After all, we were beginners once too, and we know exactly what it feels like to be on the other side.
The community heartbeat: Your dedicated forum serves as a direct support line for users facing challenges with online casinos. What does this direct interaction with the community teach you about the real-world friction points players face today?
For us, the forum is a central part of the project because it gives us direct contact with players and helps us understand what they actually need. It is where the real problems players face come to the surface, including the ones that are often hard to spot from the outside or tend to be underestimated.
Every day, the messages we receive teach us something new about how this sector really works and about the issues players are dealing with. The most common problems usually involve pending withdrawals, document verification, limited or blocked accounts, as well as doubts about how bonuses work and how certain game rules are applied.
One thing I am especially proud of is that, thanks to our role as mediators, we have helped users recover over €1.7 million in blocked winnings and pending withdrawals.
The core philosophy of a reference point: Becoming a "point of reference" in a highly competitive market requires consistency. What is the single most critical lesson your 15-year journey has taught you about maintaining brand authority and player loyalty?
I believe we have managed to do that through seriousness, professionalism and credibility. Those qualities have played a major role in strengthening the authority of our brand. A player comes back to your website only if what they found there was genuinely useful. It is no coincidence that we have received important industry recognition, especially the “Affiliate of the Year” award at the EGR Italy Awards 2025. For me, Salvatore Martorana, that is a great source of pride, and I believe it reflects the seriousness and honesty behind our work.
The next frontier for iGaming: Looking ahead over the next few years, what emerging trends or technological shifts (such as live gaming innovations, gamification, or new payment methods) do you expect will disrupt the Italian market next?
I believe that over the next few years we will see major developments across several areas. The gaming experience will become even more realistic and immersive, and as a result I expect live gaming to keep growing, because it offers a level of engagement that feels much closer to real life.
As for gamification, it will be interesting to see how operators continue to innovate. In a regulated market like Italy, innovation and balance will have to go hand in hand.
When it comes to payments, I think speed and simplicity will become increasingly important. Players expect faster and smoother transactions, especially when it comes to withdrawals, but without giving up security.
Anticipating future regulatory hurdles: Regulation never stands still. How do you foresee the Italian regulatory framework evolving in the near future, and how is Casino2k preparing to guide players through those upcoming changes?
I expect the Italian regulatory framework to continue evolving in the same direction it has taken in recent years, meaning stricter and more rigorous rules, especially on issues such as player protection, communication and operator fairness.
Casino2k’s role is to stay up to date and remain clear with its readers. Players need to understand what is changing and how those rules may affect their gaming experience in practical terms. Our job is to provide explanations that are clear and useful.
The roadmap for Casino2k: As a co-founder, you’ve watched the portal grow from a foundational idea into a market staple. What is your ultimate vision for the next chapter of Casino2k, and what new milestones are you aiming to hit?
Like any company, we want to keep growing and evolving, but without ever losing sight of the foundations on which Casino2k was built. It is right to evolve, but always while staying true to your identity.
Right now, our goal is to continue strengthening both our image and our presence in the Italian market, by working every day on both our forum, which gives us a direct line to players, and our website, where we publish high-quality content and reviews.
At the same time, we are also starting to look more closely at international markets, where in the future we would like to carve out an important space for ourselves.