Italy 2025 Gambling Reforms: €7M Licenses & Market Impact
Italy has long been a nation of gamblers. From small town betting shops to online platforms hosting Serie A wagers, gaming is deeply embedded in the culture. Yet over the past decade, the rules governing how Italians can gamble have shifted dramatically and 2025 marks the boldest transformation yet.
Two major changes define the new landscape:
A nine year licensing regime requiring an unprecedented €7 million per license, effectively sidelining smaller operators.
A potential revision of the 2018 advertising ban, the so-called “Dignity Decree,” which critics argue drove players to unregulated sites.
Together, these reforms aim to create a safer, more transparent market but they also risk consolidating power among a few dominant operators.
The Legacy of the Dignity Decree
Introduced in 2018 amid populist pressure, the Dignity Decree banned all gambling advertising and sponsorships. Betting logos vanished from football shirts, billboards and TV. The goal was to curb problem gambling but the results were mixed. While licensed operators were silenced, offshore platforms continued to advertise online and sponsorship revenue for Serie A clubs fell by an estimated €180 million. Problem gambling rates, meanwhile, showed little improvement.
Lawmakers now consider a controlled reintroduction of advertising, with strict limits on audience targeting, bonus promotion and mandatory responsible gambling messaging, to draw players back into legal platforms.
Licensing for the Big Players
Italy’s new €7 million license has already reshaped the market. With over €365 million raised in the initial tender, only operators with substantial financial backing and compliance systems can survive. The number of active operators is expected to shrink from 80+ to roughly 30–35.
Requirements include:
Integration with ADM’s central monitoring system.
AI-driven compliance tools to detect suspicious activity.
Elimination of multi-brand “skins,” requiring one license per domain.
Full cooperation in anti-money-laundering and fraud detection.
Industry giants like Lottomatica and Flutter Entertainment (SNAI and Sisal) have secured multiple licenses, while foreign operators such as Betsson, LeoVegas, and Novomatic remain contenders. By 2026, Italy’s online gambling market could exceed €5.5 billion in GGR, rewarding only those capable of meeting stringent new standards.
Europe’s Fragmented Gambling Landscape
Italy’s overhaul comes amid a fragmented European regulatory environment:
Belgium & Lithuania: Near-total bans, including affiliate restrictions.
Spain: Strict advertising windows, bans on celebrity endorsements and no public bonus promotions.
Germany: Limited advertising under heavy restrictions.
Norway: A state monopoly plagued by technical failures undermining trust.
Malta: Relatively permissive, positioning itself as a hub for operators.
Italy’s approach could set an example if legal advertising restores balance without increasing problem gambling or it could caution regulators about concentrating power.
Lessons from Norway
Norway’s state-run Norsk Tipping highlights the risks of lost trust: glitches misreported millions in prizes, self-exclusion tools failed for months and payouts were mismanaged undermining the credibility of a strict system. Italy cannot afford similar failures.
What Operators Must Do
To thrive under Italy’s new regime, operators need:
Robust compliance systems with AI monitoring and ADM integration.
Responsible advertising aligned with potential new rules.
Affiliate management ensuring partners meet compliance standards.
Operational resilience to avoid Norway-style technical failures.
M&A readiness as smaller operators may need to consolidate.
The Road Ahead
By late 2025, the €7 million license holders will be clear. By 2026, advertising rules may also be finalized. Together, these reforms could position Italy as a benchmark for regulated gambling or a cautionary tale if power becomes too concentrated or the black market persists.
Italy is raising the stakes. By pricing out smaller players, recalibrating advertising and demanding strict compliance, the country is betting big on a future where only the most responsible, resilient and well-funded operators thrive.
