Italy’s iGaming industry has entered a new era following the activation of the country’s restructured online gambling framework on 13 November 2025. The overhaul, led by the Agenzia delle Dogane e dei Monopoli (ADM), has triggered a “smooth and decisive reset” of the market, tightening compliance, eliminating duplicate sites, and redefining the landscape for international operators.
A Drastic Market Consolidation
Under the new framework, only 52 online gambling licences will exist, a dramatic reduction from more than 400 previously active sites. Just 46 operators are currently live, after some failed to renew under the updated system. Each licence now costs €7 million for a nine-year term, generating an estimated €364 million in state revenue.
The ADM’s reforms are designed to streamline oversight and combat the black market, which has long undermined Italy’s regulated sector. The regulator has introduced stricter anti-money laundering protocols, banned affiliate “skins”, and raised the sports betting tax from 24% to 24.5%, alongside new obligations for responsible gaming funding.
Major Exits from Italy
Several major brands, including Unibet, Betway, Betaland, Betn1, and 1xBet, failed to submit renewal applications before the extended deadline of 12 November, effectively marking their departure from the Italian market. These operators will phase out operations by March 2026, as legacy licences expire.
The departures represent the end of an era for many long-standing brands but also open the door for a more consolidated and compliant market. Industry forecasts suggest that by late 2025, Italy’s active operator base could fall to just 30-35 companies, as smaller firms struggle with higher costs and tighter marketing restrictions.
Flutter Emerges as Market Leader
In contrast to the exits, Flutter Entertainment has strengthened its dominance in Italy. The company, which already owns major local brands Sisal, Snaitech, and Betfair, has continued to invest heavily in the market.
Earlier this year, Flutter completed its €2.3 billion acquisition of Snaitech, formerly part of Playtech, increasing its Italian online market share by approximately 30%. The group’s recent integrations, including the addition of Tombola-style bingo products to the Sisal platform, show a clear strategy to broaden appeal beyond sports betting to capture casual casino and bingo audiences.
In its latest financial update, Flutter reported $2.4 billion in international revenue for Q3 2025, up 21% year-on-year, with Italy contributing significantly to growth. Analysts expect the company to capture an even larger share of Italy’s €21 billion gambling market as the competitive field narrows.
New Player Protection and Compliance Rules
The ADM’s new rules extend beyond operator licensing. From February 2026, players will gain access to enhanced protection tools, including deposit and session limits, and both partial and full self-exclusion options, similar to systems like the UK’s GamStop.
Operators will also be required to strengthen KYC and AML protocols, clearly display responsible gambling messages, and ensure account verification through Italy’s Tax Registry before activation.
These measures aim to increase transparency and player safety while aligning Italy with Europe’s most advanced compliance standards. However, the heightened costs and administrative burdens are expected to pressure smaller operators, further accelerating market consolidation.
Rethinking the Dignity Decree
Italy’s government is also reviewing aspects of the 2018 Dignity Decree, which imposed a strict ban on gambling advertising and sponsorships. Lawmakers and the Senate’s Culture Commission are now exploring a potential revision to restore controlled advertising visibility, a move many believe could reduce black-market activity, estimated at €1 billion annually.
Operators such as Stake Italy have argued that the blanket advertising ban inadvertently fueled unregulated gambling. Industry figures are now advocating for balanced marketing rules that combine player protection with visibility for licensed operators.
A Controlled Yet Promising Future
Italy’s new licensing model is reshaping one of Europe’s largest gaming markets. While increased fees, compliance obligations, and marketing limits raise barriers to entry, the reforms create a more secure and transparent environment for both players and regulators.
With Flutter Entertainment leading the charge and a renewed focus on accountability and innovation, Italy’s iGaming sector appears poised for a more sustainable, though highly competitive, new chapter.
Sources: iGaming Expert, Gaming.net
