Key Moments:
- Italy’s nine-year gambling license is priced at €7 million, with €4 million due on award and €3 million at go-live.
- The updated regime requires a one-to-one relationship between license and domain, ending the multi-”skins” approach and reinforcing compliance oversight.
- A full transition to the new regulatory framework is expected by late Q1 or early Q2 2026, following a technical onboarding period.
Transformation of Licensing and Market Entry
Italy is preparing to execute a comprehensive betting reform that pivots on higher license fees, stricter domain controls, and an emphasis on retail-driven customer acquisition. The new structure favors substantially capitalized and strictly compliant operators as the nation moves toward full regime implementation targeted for early 2026. Center-stage in this transition is a nine-year license costing €7 million, split into an initial €4 million due upon award and €3 million at operational launch. This fee structure is accompanied by a mandate for a direct license-to-domain link, eliminating the previous multi-skin models and enhancing market oversight through central monitoring systems.
Market Focus: Maturity and Consolidation
According to market observers, Italy is positioning itself as a mature jurisdiction similar to the UK, where success relies on integrated operations across online and retail channels. Notably, with 46 applicants recorded in the official submission portal—subject to a maximum of five licenses per enterprise group—existing operators are well-placed to swiftly transition, paying the outstanding €3 million upon signing. The consolidation trend is evident, since close to 90% of current betting volume is concentrated among under 20 operators. This regulatory evolution is expected to formalize those dynamics while allowing for up to 46 competitive concessions if all applicants qualify.
| Aspect | Detail |
|---|---|
| License Duration | 9 years |
| Total License Cost | €7 million (€4 million on award, €3 million at go-live) |
| Domain Policy | One license per domain |
| Applicant Count | 46 listed (max 5 per group) |
| Incumbent Market Share | ~90% held by fewer than 20 operators |
| Expected Full Applicability | Late Q1 or early Q2 2026 |
PVRs and Advertising: Retail Remains Central
With direct gambling advertisements restricted by the Dignity Decree, operators are leveraging PVRs—physical top-up points in shops, bars, and tobacconists—to acquire players and maintain brand presence in the absence of traditional channels. Licensed brands capitalize on these retail locations, which register players and enable cash-based top-ups that remain significant in the Italian context. A recent court decision could allow fixed devices in PVRs, potentially paving the way for in-store access to licensed betting sites and supporting multichannel strategies. Meanwhile, operator-specific responsible gambling campaigns are required, and market participants await detailed guidance from AGCOM to better define the boundaries of permissible communications.
Regulatory Roadmap and Transition Timeline
Licensing awards and associated payments are scheduled for completion by this year’s end, after which a six-month period of technical integration will follow, aiming for full regulatory applicability by the end of Q1 or the start of Q2 2026. As this transformation unfolds, operators must focus closely on compliance, capital capability, and omnichannel strategies to secure and maintain a competitive edge. During the interim, ongoing industry conversations—such as those set for the upcoming SiGMA Euro-Med event in Rome—will be crucial to understanding developments surrounding licensing, PVR deployment, and advertising compliance.
Outlook for Investors and Operators
The Italian betting market’s shift toward more robust oversight, tighter licensing structures, and retail-led growth strategies marks a pivotal moment for both institutional and retail investors. Forthcoming AGCOM guidelines and stepped-up enforcement against unlicensed activity are set to play decisive roles in preserving competitive integrity and consumer trust, as market participants position themselves for long-term, profitable growth in a well-regulated environment.
- Author
Daniel Williams
