Market Consolidation Reduces Domain Count to 52
Italy’s online gambling sector began operating under a new regulatory framework on November 14, 2025, as the Agenzia delle Dogane e dei Monopoli (ADM) activated 52 freshly licensed domains, replacing a fragmented system that previously comprised over 400 active betting websites. The reform went live at 7 a.m., several hours later than the planned midnight rollout due to final technical adjustments.
A total of 46 operators secured the new concessions, with each license priced at €7 million for a nine-year term. The licensing process generated €364 million in state revenue, exceeding the Ministry of Economy and Finance’s initial projection of €350 million. Major international and domestic brands including Betfair, Bet365, Snaitech, Sisal, William Hill, and LeoVegas secured licenses, while notable operators such as Betway, Unibet, Betaland, Betn1, and 1xBet chose not to renew under the new regime.
One-Domain-Per-License Policy Ends Multi-Brand Strategies
The reform introduces a fundamental operational change through its one-domain-per-license policy, eliminating the practice of reselling licensed betting and gaming products via “skin” websites. Previously, a single license could support multiple secondary brands and microsites, creating a complex web of gambling domains. Under the new structure, each operator is restricted to one .it domain per license.
ADM officials described the transition as a “smooth and decisive reset” for a market that has faced criticism for fragmentation and weak oversight. The agency stated the reform “signals a turning point for the online gaming market, which — also in response to growing public concern — aims to raise safety standards for both operators and players.”
Financial Requirements and Operational Standards Rise
The new licensing regime introduces substantially higher barriers to entry compared to previous frameworks. Successful applicants must demonstrate minimum revenue of €3 million over the previous two years and provide substantial bank guarantees. License holders face an annual operating fee of 3% of net gaming revenue and must invest 0.2% of gross gaming revenue in responsible gambling initiatives, capped at €1 million annually.
Tax rates on online gross gaming revenue remain at 24.5% for betting and 25.5% for casino games. Horse racing betting received preferential treatment with a reduced tax rate of 20.5%, down from 43%, in an effort to revive interest in the struggling vertical.
Market Outlook and Consolidation Trends
Italy’s online gambling market recorded €5 billion in gross player spending in 2024, generating €3.8 billion in operator revenue and €1.1 billion in tax contributions. Industry analysts forecast the market could reach €6 billion in 2025, with state revenue potentially climbing to €1.5 billion.
Italian gaming expert Davide Pellegrino of Bookmakerbonus Italia predicts the number of licensed operators will fall from over 80 to approximately 30-35 active groups. Industry specialists expect a handful of major operators to generate around 80% of Italy’s remote gross gaming revenue, with Flutter Entertainment, Entain, Bet365, and Lottomatica positioned to maintain dominant market positions.
Ficom president Alessio Tirabassi noted the reform has accelerated merger and acquisition activity. “Post-tender, we expect large, integrated, multi-product, multi-channel companies to dominate the market,” Tirabassi explained. “The reform has brought the price of the license to a normal level. The previous price – how cheap it was – that was the abnormal part.”
Advertising Ban Remains in Place
Italy’s 2018 Dignity Decree, which prohibits gambling advertising and sponsorships, remains unchanged under the new framework. The advertising ban applies exclusively to online operators, while land-based establishments can utilize physical signage and in-store promotions.
Gabriele Mancini, a gaming industry analyst, highlighted the operational challenges: “Advertising restrictions apply only to online operators. Land-based operators can still use physical signage and cross-sell once the customer is inside the shop.” Industry observers note some operators circumvent restrictions by promoting ancillary services such as odds comparison and sports news through alternative domains with .news, .sport, or .live extensions.
Enforcement Against Illegal Gambling Intensifies
Italian authorities continue aggressive enforcement against unlicensed gambling operations. The ADM blocked nearly 10,000 unauthorized online platforms in 2023 and 2024, conducting over 19,000 inspections. In October 2025, the agency issued orders to block 23 additional unauthorized domains, pushing the total number of blacklisted websites to 11,481.
Despite these efforts, Italy’s illegal gambling market remains substantial. The European Gaming and Betting Association (EGBA) estimates that up to €25 billion in annual wagers still flow through unlicensed sites. The Ministry of Economy and Finance, working with ADM and state-owned technology provider SOGEI, is developing a “cyber security shield” to block connections to unauthorized gambling domains on devices with public internet access.
Enhanced Player Protection Measures
The reform strengthens identity verification requirements through mandatory SPID (Italian digital ID) or electronic ID authentication. Self-exclusion options are expanding, with granular vertical-specific blocks becoming available from February 2026, allowing players to restrict access to specific gambling products rather than complete exclusion from all activities.
Roberto Crisantemi, an ADM official, emphasized the scale of illegal gambling remains a challenge, noting official estimates place the black market at up to €22 billion. He stated the need for regulators, media, and operators to collaborate “in order to diffuse knowledge and strengthen legal gaming culture.”
Phase Two Targets Land-Based Sector
The November 2025 online reform represents the first phase of Italy’s comprehensive gambling reorganization. Phase Two, scheduled for 2026, will establish an entirely new federal framework for land-based gambling venues, including arcades, bingo halls, casinos, and sports betting franchise networks. However, pressure from regional authorities has forced the government to delay these reforms to mid-2026 rather than the originally planned late 2025 timeline.
ADM maintains that the ongoing reforms will position Italy as Europe’s most compliant and well-governed gambling market, completing a regulatory transformation years in the making. The agency projects the market will continue growing, with continued focus on balancing operator sustainability, player protection, and state revenue generation.
Source: European Gaming
