For nearly two decades, Italy has had a sluggish gambling market, torn between rigid regulatory restrictions, fragmentation among operators and delays in adapting to digital realities. However, at the end of 2025, a major regulatory shift could well transform the landscape.
The renewal of licences: a triple effect
The Italian Customs and Monopolies Agency (ADM) has extended the process of granting new online gaming licences, initially scheduled for September, until 12 November 2025. This additional time is intended to ensure a rigorous evaluation of applications and a thorough verification of applicants’ eligibility.
Similarly, the initial cost of obtaining an online licence now stands at €7 million, compared to just €200,000 seven years ago. These fees are accompanied by much more demanding compliance and technical standards, with the official aim of limiting the number of operators to promote market stability and quality.
Concentrated markets, unique brands
At the heart of the reform: the end of ‘skins’ — multiple brands under a single licence — in favour of a domain-based licensing model. The number of active sites could fall dramatically: from around 420 currently to around 50. The idea is clear: to favour operators capable of investing, ensuring compliance, technology, marketing, and often being ‘omnichannel’ (online + physical points of sale).
Taxation, player protection and increased obligations
Alongside the licensing reform, Italy is tightening its tax framework and consumer protection standards. The tax rate on gross gaming revenue (GGR) will be raised to 24.5% for online sports betting and 25.5% for online casinos. Additional fees: 3% of GGR to finance regulatory activity, and 0.2% (capped at €1 million) for responsible gaming campaigns.
In terms of technical standards, platforms will have to connect to the ADM’s central monitoring system, which will use automated compliance tools (AI), tamper-proof logs, etc. Specific measures will target young people aged 18 to 24, with automatic controls and alerts to limit risky behaviour.
Sports sponsorship: a step backwards?
One of the most controversial aspects of the reform concerns the potential lifting of the ban on sponsorship practices by gambling operators.
Since 2018, the Dignity Decree has prohibited gambling advertising and sports sponsorship. This was a populist measure aimed at limiting the social effects of gambling. However, according to some stakeholders, it has had adverse effects: disruption to sports clubs’ revenues and the growth of unauthorised operators who are not subject to the same rules.
Andrea Abodi, Minister for Sport, is proposing a new decree to reauthorise sponsorship for licensed operators. This system would include a 1% tax on sponsorship revenues, which would be used to develop sports infrastructure, women’s sport and youth sport. Football clubs and federations see this potential return as a relief: according to LOGiCO and Lega Serie A, the league is losing up to €100 million a year as a result of the current ban.
However, concerns remain among health authorities, who fear a normalisation of gambling promotion and its effects on vulnerable populations.
The land-based sector
While online gaming reform is well underway, the ‘physical’ sector (casinos, retail outlets, gaming halls) is still awaiting major changes. The government is planning reforms such as:
- a unified licence for retail operators,
- stricter rules on the location of establishments,
- mandatory identity checks,
- self-exclusion systems,
- a weekly limit of €100 on cash deposits.
However, these changes have been postponed until mid-2026, partly due to negotiations with regional authorities on implementation and funding.
How big will the new Italian market be?
The regulatory changes are accompanied by ambitious forecasts. The online sector could generate more than €5.5 billion in GGR per year once the new regime is fully implemented — around March 2026. In 2024, the entire Italian gaming market had already reached €21.6 billion, with €5 billion coming from digital.
Experts estimate that once the transition is complete, 30 to 35 companies will dominate the regulated market, with a few generating 80% of online GGR.
Italy finally seems ready for a profound transformation of its gambling market, particularly online. Between rigour, the quality of operators, increased protections for players, and a possible return to sponsorship, the sector could emerge from a long period of stagnation. If everything goes according to plan, 2026 could mark the start of a new era, one of a regulated, concentrated, but safer and potentially more profitable market — for businesses and for society.