Italy’s betting landscape is often viewed as a pillar of excellence in the sports betting industry. As a result, many wonder what potential remains in such a long-established market and how operators can adapt to a competitive and highly regulated space like Italy’s.
Speaking with Altenar’s Regional Director, Francesco Papallo, the market expert shared insights on how Italy’s landscape has triumphed over global adversity and how it will continue to thrive through its unique characteristics—such as regulatory restrictions and the need for increasingly innovative development.
“Italy is one of Europe’s biggest gambling nations, especially when it comes to sports and horse racing. The COVID-19 pandemic affected many businesses around the world, and Italy was not exempt from this. But in the months that followed, sportsbooks in Italy saw a huge rise. There are also regulatory limits in the country that make it more difficult to pursue certain types of development.”
“Italy was one of the first countries to introduce a ban on sponsorship for gaming operators, and its internal regulations impose restricted procedures, such as certification requirements or publication of sporting events. This is certainly one of the defining characteristics of the gaming market in Italy.” – Francesco Papallo, Regional Director, Italy.
With this in mind, there are several areas where Italy’s betting landscape holds untapped potential.
Esports: With a growing and increasingly tech-savvy population of gamers emerging throughout Italy, the landscape could see increased demand for esports and competitive gaming betting options.
Emergence of new betting channels: Social media could become the next major betting avenue, especially with the rise of influencer marketing and mobile-first platforms, giving betting companies innovative ways to offer wagering on the go.
Artificial Intelligence & Machine Learning: Though not new to the betting industry, advancements in this field could revolutionize how betting technologies personalize experiences for users and tailor content more efficiently.
Below is a look at Italy’s betting environment and a brief comparison to nearby markets, demonstrating that highly regulated industries can enhance and preserve the long-term value of sports betting products and operations.
Italy:
- Strict rules and regulations.
- Strong sports betting culture—especially a passion for football.
- Relatively high taxation.
- Advertising restrictions.
- Highly competitive market with limited operators.
Spain:
- Highly regulated.
- Cultural passion for sports and betting, especially football.
- High tax rates.
- Advertising restrictions.
- Competitive market.
Germany:
- New regulatory landscape, which remains subject to change.
- Betting is widespread—especially in football and horse racing.
- Taxation on betting activities.
- Recent legislation enabling online betting.
Portugal:
- Strict regulations and licensing conditions.
- Rapidly growing sports betting market, particularly in football.
- High tax rates on betting activities.
- Advertising limitations for services.
- Market dominated by a few large operators.
Sweden:
- Strict government regulations and oversight.
- Strong sports betting culture, with a love for ice hockey.
- High tax rate on gambling revenue.
- Advertising is permitted, though restrictions apply.
If you’d like to learn more about Italy’s betting landscape, you can contact Altenar’s team today to start your sportsbook journey the right way!
