Italy’s online gambling market has undergone significant change in 2025 and the industry is still waiting to discover how the landscape will look moving forward.
One thing is for certain though - higher barriers for entry mean there will be fewer operators doing business once the new licensing process is complete.
Change has been coming since April 2024 when a new framework for licensing was set out by the government in its ‘Reorganisation of Gambling’ decree. This introduced significant changes to the licensing process and undoubtedly the biggest was the cost, with new licences now costing €7million and lasting for nine years.
For some operators, the huge increase in licence fees has meant their business is not sustainable and a number of smaller brands have been swallowed up by bigger fish. While there were 93 applications under the previous tender, that number had dropped to 46 when the ADM (Italy’s gambling authority) announced on September 17 which companies had been admitted to the second stage of the application process.
Operators that have opted against applying for a new licence now have until November 12 to close player accounts or migrate them to approved operators under the new framework.
Italy’s new licensing process - key facts
Licence cost: €7million
Duration: 9 years
Taxes: 24.5% GGR (betting), 25.5% GGR (casino)
Annual fee: 3% NGR
Responsible gambling costs: 0.2% GGR (capped at €1million)
It remains to be seen exactly how many operators will clear the remaining hurdles and be licensed when the new regime begins in March 2026. With more deadlines to hit, compliance checks to be completed and documentation to be submitted, some operators could still miss out on the new era of iGaming in Italy.
The good news for those still standing next year is less competition and the stability that the nine-year licence period provides for those brands looking to grow in Europe’s largest market.
Other changes are coming too, with the government keen to modernise a market where online gambling has been regulated since as far back as 2006. Responsible gambling will be a key focus, with tools such as deposit and time limits introduced as well as self-exclusion policies and automated alerts aimed at reducing problem gambling.
The Altenar view
Francesco Papallo is Altenar’s Regional Director and works closely with operators in the Italian market so shares his views on some of the biggest talking points.
What are your expectations for the Italian market under the new licensing regime?
With longer nine-year concessions and stricter compliance requirements, we expect a more consolidated and transparent market, committed to long-term investment, innovation, and responsible gaming practices.
In recent months, we’ve already witnessed major international groups making strategic acquisitions in Italy, which has further reduced the number of active operators. This consolidation has resulted in a significant portion of the market being absorbed by large-scale entities, leaving less room for smaller operators.
While this trend may pose a challenge to new entrants, it also highlights the importance of differentiation, agility, and strategic partnerships.
What opportunities will the changes allow for operators who receive a licence?
Licensed operators will benefit from a more stable regulatory framework and a clearer competitive landscape. The changes will be extensive and affect multiple areas, including day-to-day operations. For example, the multi-brand “skin” model will be phased out, allowing operators to focus on a single brand.
This shift can only be seen as a value-add, enabling them to build stronger brand identities and foster more direct relationships with their users. With the right strategy, operators can leverage this transition to expand market share and enhance brand loyalty.
What products and features do you expect to help drive the growth of the market in 2026 and beyond?
The growth of this sector will be driven primarily by a combination of personalisation and mobile-first experiences. Players increasingly prefer mobile platforms, and it’s essential to offer them the ability to choose the layout and features that best suit their preferences.
AI-powered tools applied to this industry will also play a significant role in analysing player behaviour, and responsible gaming will become the standard. Features such as Bet Builders, cashout, and real-time player markets - especially in football and basketball - will continue to gain popularity. We also anticipate growing demand for live streaming, which increasingly enhances player engagement.
How can Altenar help licensed operators grow their brand in the new era?
Altenar supports operators in navigating the new Italian regulatory framework. Our sportsbook solutions are fully compliant with ADM regulations and offer advanced analytics along with a range of features tailored to the Italian audience. From Bet Boosts and Bet Mentor to enhanced odds - fully customisable by the operator - and customised margins and odds, these tools empower operators to differentiate their offering and engage users more effectively.
Altenar, together with our dedicated team for the Italian market, helps new brands launch successfully and grow within a competitive and constantly evolving environment.
For more Italian insight and to discover how our sportsbook solutions can help your brand grow, book a meeting with our team.
