Key Moments:
- Italy has launched a new nine-year gambling license structure requiring an upfront payment of €7 million per license.
- Lawmakers are now considering changes to the 2018 gambling advertising ban following evidence of unintended impacts.
- Analysts predict the number of active licensed operators in Italy will fall from over 80 to about 30-35 under the new system.
Regulatory Transformation in Italy’s Gambling Sector
Italy’s gambling sector is entering a pivotal phase with significant regulatory overhauls set to reshape its entire landscape. The country has long embraced gambling both as a pastime and a revenue stream, but recent reforms target a new level of control and compliance. The centerpiece is a nine-year licensing system, each license requiring a €7 million upfront payment, a substantial escalation from previous entry fees that is expected to narrow the market to only the most robust operators. This measure accompanies discussions on possibly modifying the 2018 advertising ban, as lawmakers evaluate both the intended and unintended outcomes of the earlier restrictions.
The Dignity Decree and Its Aftermath
The 2018 “Dignity Decree” significantly restricted the visibility of gambling through a blanket ban on all advertising and sponsorships. This led to the disappearance of gambling branding from public view, including television, billboards, and sports. Despite initial motives focused on reducing problem gambling, subsequent findings indicated licensed operators lost ground to unlicensed, offshore competitors who remained outside Italian regulatory reach. According to the Italian Football Federation, clubs lost €180 million in sponsorship revenue following the ban. In light of stagnant problem gambling rates and declining legal operator market share, a Senate commission has proposed revisiting the ban to allow controlled advertising with strict requirements on targeting, bonuses, and responsible gambling messaging.
High-Stakes License Requirements Reshape Industry
Italy’s regulatory authority, the ADM, has introduced a new tender process that greatly increases financial and operational demands for market entry. Moving from a €200,000 license fee to €7 million upfront, complemented by strict guarantees, the system aims to favor financially stable operators. The government has already recorded €365 million in revenues, with the tender open until November 2025. Only those able to meet advanced compliance requirements – integration with ADM’s real-time monitoring, use of AI-driven compliance for suspicious behaviors, single-domain operations for each license, and robust cooperation in anti-money laundering efforts – will be allowed to participate.
Major players such as Lottomatica and Flutter Entertainment (owners of SNAI and Sisal) have already secured multiple licenses, establishing their dominance. Foreign brands including Betsson, LeoVegas, Novomatic, and Stanleybet also remain active, while ambitious new entrants like Stake, DAZN Bet, and Marathonbet are betting on a return despite the steep upfront costs. By 2026, with the new system fully implemented, Italy’s market could exceed €5.5 billion in online GGR, ranking it among Europe’s largest regulated gaming markets.
Italy Amid Europe’s Divergent Approaches
Italy’s regulatory changes reflect and contribute to broader shifts across Europe’s disjointed gambling market, where each country maintains its own strategies and standards. Belgium and Lithuania are instituting near-total bans, with Lithuania further restricting affiliate links. Spain and Germany have implemented strict time windows, celebrity appearances, youth protections, and bonus limitations for gambling adverts. In the Netherlands, the “95% rule” restricts ad reach to ensure almost total certainty that recipients are above 24 years old, while Norway’s state monopoly model is undermined by technical failures and trust issues. Malta, in contrast, remains a more open jurisdiction focused on gambling expansion.
| Country | Advertising & Regulatory Approach |
|---|---|
| Belgium | Implementing near-total gambling advertising bans |
| Lithuania | Imposing bans including on affiliate links |
| Spain | Restricts ads to 1 a.m. – 5 a.m., bans celebrities, public bonuses |
| Germany | Allows advertising with strict controls and protections |
| Netherlands | Enforces “95% rule” for ad targeting by age |
| Norway | Operates state monopoly amid technical and trust failures |
| Malta | Permissive stance positions it as a gambling hub |
Challenges of Compliance and Trust
Regulatory failures in other countries, such as Norway, underscore the importance of credibility in maintaining market stability. In 2025, Norsk Tipping’s technical errors led to widespread false prize notifications, distribution glitches, and long-standing issues with syndicate draws and self-exclusion tools. Norwegian regulators have responded with threatened fines, accusing the state operator of “gross negligence.” This example serves as a warning that even the most strictly controlled systems rely on player trust and robust technology to function effectively.
What Operators Need to Prioritize
Operators seeking to navigate the new Italian regime will need to excel in multiple areas. Successful players will deploy advanced compliance solutions such as AI monitoring, maintain seamless reporting with ADM’s systems, and ensure robust protection against technical mishaps. If advertising restrictions are eased, campaigns must feature tightly controlled targeting and messaging. Affiliate management will be crucial, as partner violations can expose operators to sanctions. With competition reduced through high licensing costs, increased consolidation and M&A activity is likely among smaller brands.
The Road Ahead for Italy’s Gambling Market
By late 2025, it will be clear which operators have met the €7 million threshold to secure a place in the Italian market. Early 2026 may bring final clarity on advertising regulations. The results of these two initiatives will determine whether Italy achieves a more balanced, transparent, and competitive market or faces the challenges associated with power concentration and continued illicit play.
Stakeholders from sports clubs to media partners stand to regain lost revenues if the new system attracts players to the regulated sector. For regulators, these reforms present an opportunity to balance robust oversight with visibility and trust. However, if the system only serves to consolidate power or fails to reduce illegal activity, Italy could encounter outcomes similar to those seen in Norway.
Conclusion
Italy is making a substantial wager by elevating the costs of entry, reconsidering advertising bans, and demanding higher standards of compliance. The success of this strategy over the next 18 months will determine the future of its gambling sector and could provide a template – or a warning – for markets throughout Europe.
- Author
Daniel Williams
