Italy Reshapes Its Gambling Market with €7M Licences — What It Means for Operators & Marketers

Italy’s online gambling industry has officially entered a bold new era. As of July 2025, 46 operators have stepped forward, each committing to a hefty €7 million licence fee under the country’s revamped regulatory framework. With only 52 licences on offer and the government’s €350 million revenue goal already met, the stakes—and the barriers—have never been higher.

But this isn’t just about licence fees. This is a full structural overhaul with deep implications for digital marketing, market access, and long-term brand presence in one of Europe’s most mature iGaming markets.

One Licence, One Domain: A Market Streamlined

Gone are the days of operating multiple “skins” under a single licence. Italy’s new rules impose a strict one licence–one domain policy. The move is intended to drastically shrink the number of active gambling websites—from 400+ down to just 50.

Market consolidation is now a matter of policy. Only the strongest, most committed operators are in the game.

For smaller brands and affiliates, the door is rapidly closing.

Major players like Flutter (Sisal, Betfair, PokerStars, Sky Bet Italia), Lottomatica, bet365, and LeoVegas are already locked in, further crowding the competitive landscape. Many smaller or mid-tier firms have been priced out completely—effectively pushed out by design.

ADM (Italy’s regulator) has made no apologies. The message is clear: financial robustness and regulatory control are the new prerequisites for market access.

What’s Next?

Licences are expected to be officially awarded by October or November 2025, with operators given six months to go live.

The transformation isn’t just digital. Italy is also looking at land-based gambling reform and even reconsidering the controversial 2018 total advertising ban. Talks with Serie A, regional governments, and media entities suggest that a new national advertising code may be on the table—one that balances public health with business viability.

If lifted or adjusted, this could reshape how brands engage with Italian audiences both online and offline.

The Real Cost? Marketing Reach & Brand Presence

With fewer operators, stricter domain limits, and advertising still heavily restricted, digital marketers now face a compressed attention economy in Italy.

Even for approved operators, ad channels remain tightly regulated, and room to maneuver is shrinking.

That’s where agile marketing strategies and specialized infrastructure become crucial. At Adsmaman, we help brands stay competitive even when restrictions tighten—through custom ad account setups, robust campaign infrastructure, and insights tailored for volatile, high-barrier markets like Italy.

Final Thought

Italy’s new regime is a bold assertion of control, and it will reshape the future of iGaming across Europe. For many operators, this is a moment to pivot—not panic.

Market access is more exclusive than ever, but where marketing is restricted, Adsmaman builds paths. Whether you’re an approved operator or a brand seeking exposure in tough markets, now is the time to evolve.