In 2025, Italy is embarking on a bold transformation of its gambling market, aiming to reshape the industry’s landscape with two significant changes. First, the introduction of a stringent nine-year licensing regime requires a substantial entry fee of €7 million per licence. This move is poised to limit the number of operators, potentially excluding smaller companies from the playing field. Second, the potential rollback of the 2018 advertising ban—part of the “Dignity Decree”—is under consideration, sparking debate about its impact on the market.
The Italian government has already begun to collect substantial revenue from the licensing process, with €365 million garnered thus far. The tender, which closes in November 2025, is expected to shrink the number of active operators from over 80 to around 30–35, favoring firms with strong financial backing and advanced compliance systems. The goal, according to the authorities, is to enhance market integrity and eliminate loopholes that have been exploited in the past.
The 2018 Dignity Decree, which banned all forms of gambling advertising, was initially implemented to curb problem gambling by reducing its visibility. However, the reality has been different. Licensed operators found themselves silenced, while unlicensed entities continued to thrive, advertising aggressively online and beyond the reach of Italian regulators. Over the years, this has led to an increase in black market activity rather than its intended reduction.
By 2024, the Italian Football Federation reported a loss of €180 million in sponsorship revenue due to the ban. Meanwhile, problem gambling rates remained largely unchanged, prompting lawmakers to reconsider the decree’s effectiveness. A Senate commission has now called for a reevaluation, suggesting a controlled reintroduction of advertising with strict limitations on audience targeting and the inclusion of responsible gambling messages.
For operators, the new licensing requirements are not just about financial capability. Compliance demands include integration with the ADM’s central system for real-time monitoring, deploying AI-powered tools to detect suspicious behavior, and eliminating multi-brand “skins.” The market may consolidate further as major players like Lottomatica and Flutter Entertainment secure multiple licenses, reinforcing their dominance.
Despite the high entry barrier, international brands such as Betsson, LeoVegas, Novomatic, and Stanleybet continue to express interest in entering the Italian market. Newcomers like Stake, DAZN Bet, and Marathonbet are also eyeing Italy as a promising opportunity, despite the significant initial costs. By 2026, the Italian market could be valued at over €5.5 billion in online gross gaming revenue, potentially becoming Europe’s second-largest.
The changes in Italy are part of a broader trend across Europe, where gambling regulation varies significantly. Belgium and Lithuania are moving towards near-total bans, with Lithuania set to ban affiliate links in reviews. Spain restricts gambling ads to late-night hours, while Germany imposes strict conditions on advertising exposure and youth protections. The Netherlands enforces a rigorous “95% rule” to ensure ads target adults, and Norway’s state monopoly faces trust issues due to recent technical failures.
For multinational operators, these varying regulations pose a compliance challenge. Marketing strategies must be tailored for each jurisdiction, and affiliates must be closely monitored to avoid penalties. Italy’s efforts to find a balanced approach could provide a model for other countries grappling with similar issues. If Italy succeeds in demonstrating that regulated advertising can restore market balance without exacerbating problem gambling, it could inspire others to reconsider their bans.
Norway’s experience serves as a cautionary tale for Italy. Despite having a state-run gambling monopoly, Norsk Tipping faced several technical failures in 2025, undermining player trust. These incidents highlight the importance of credibility in any regulatory model. For Italy, ensuring a transparent and trustworthy system is crucial for its new regulations to succeed.
The road ahead for operators in Italy involves more than just financial investment. They must adopt comprehensive strategies that prioritize compliance, responsible advertising, and operational resilience. As Italy moves forward with its high-stakes plan, it remains to be seen whether the gamble will pay off, resulting in a safer, more transparent market, or if it will face challenges similar to those in Norway.
Italy’s gamble is significant. By setting high entry costs, reconsidering advertising bans, and demanding rigorous compliance, the country is betting on a future dominated by responsible and well-funded operators. The coming months will reveal whether this strategy leads to a thriving, balanced market or if it results in unforeseen consequences, such as market concentration or continued black market activity. The outcome will not only shape Italy’s gambling landscape but could also influence regulatory approaches across Europe.
Sarah Thompson is a seasoned writer specializing in casino gaming and online gambling. With over a decade of experience in the industry, Sarah brings in-depth knowledge and a keen eye for detail to her work at CasinoNoDeposits.com. Her expertise lies in uncovering the latest no deposit bonuses and providing comprehensive reviews of online casinos. Passionate about helping players maximize their gaming experience, Sarah combines her analytical skills with a flair for engaging storytelling.
4.5/5Europe Fortune Casino Review
Bonus Code: NDB10
