Italy’s €7 Million Gambling Licence Marks a New Era of Market Consolidation

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italy’s €7 million gambling licence marks a new era of market consolidation

Italy Enters a New Chapter in Online Gambling Licensing

Italy has officially launched a bold and highly anticipated transformation of its online gambling market, with 46 operators stepping up to acquire new licences priced at €7 million each. This steep increase from the previous €200,000 fee highlights the government’s effort to reshape the industry — both in terms of compliance and market size.

With 52 licences available, the Italian government has already reached its ambitious revenue target of €350 million, months before the actual issuance, which is expected in October or November 2025. Once granted, licensees will have six months to begin operations.

Why the €7M Licence Fee?

According to Italy's customs and monopolies agency (ADM), this new licensing model aims to:
  • Modernize the country’s gambling infrastructure.
  • Reduce the total number of active sites from around 400 to just 50.
  • Ensure only financially stable and reputable operators remain.
This includes a strict “one licence, one domain” rule, eliminating the use of multiple ‘skins’ or brands under a single licence. This move pushes for market clarity and reinforces ADM’s vision of a more controlled environment.

Who’s In – and Who’s Out?

Some of the biggest names in global gaming have secured their spots, including:
  • Sisal, PokerStars, Betfair, and Sky Bet Italia are all subsidiaries of Flutter Entertainment.
  • Lottomatica
  • bet365
  • LeoVegas
However, smaller and mid-sized companies find harder to compete due to the much bigger cost; many of them are currently leaving the Italian market. ADM director Mario Lollobrigida has stated that even €7 million might be “too low” when considering current market dynamics.

Legal Challenges and Market Impact

Several smaller operators challenged the steep licence cost in court, but so far, Italy’s judiciary has sided with ADM. This shift is expected to further cement the dominance of large-scale operators and establish a more concentrated gaming environment, as the top 30 businesses control over 94% of online gambling revenue.

What Happens Next? Land-Based Reform and Advertising Review

Italy isn’t stopping at online gambling. The government is also considering a reform of land-based gambling laws and a review of the 2018 advertising ban. New talks are underway with regional authorities, Serie A (Italy’s top football league), and media groups to develop a balanced advertising framework — one that protects public health while enabling sustainable business growth.

Disclaimer:

This blog is intended for informational and educational purposes only. We do not promote or facilitate gambling activities in any country where it is considered illegal. Our content is focused solely on providing knowledge about legal and regulated markets. We only work with operators and platforms that are licensed and comply with the laws of jurisdictions where casino gaming is permitted. We do not operate or endorse any form of gambling in restricted regions. In countries where only skill-based games are allowed, our involvement is strictly limited to those games.

We believe gambling should be an entertaining and responsible activity. Our goal is to ensure that the platforms we review uphold the highest standards of fairness, transparency, and player safety.

FAQs

Ans.
The increased cost is an aspect of a larger plan to decrease the number of active operators, consolidate the sector, and ensure that only responsible and financially sound companies stay in operation.

Ans.
In October or November of 2025, licenses are expected to be accepted, and operators will have six months to get started.

Ans.
No. Italy's new regulation enforces a strict "one licence, one domain" rule, effectively banning the use of multiple skins under a single licence.

Ans.
Many smaller firms have been priced out of the market, as the new model favors larger companies with greater financial resources.

Ans.
While the 2018 advertising ban is still in place for the time having, talks about creating a more flexible and responsible advertising code are still going on between media stakeholders, Serie A, and regulators.