The Italian gambling market is one of the most successful and active globally. All types of online casinos and betting games are permitted here, much to the delight of local players. In a new 3S.INFO review, we delve into all the unique features of Italy's iGaming landscape: exploring the laws and regulations in place, strategies for engaging target audiences, and methods for driving traffic to online betting and gaming platforms.
Attention! From November 3rd to 6th, 2025, SiGMA Central Europe will take place in Italy. The 3SNET team looks forward to meeting you there! Come by to introduce yourselves and discuss potential collaborations!
This content serves informational purposes only. We do not endorse violations of local laws or service policies. Please familiarize yourself with local regulations and comply accordingly!
Why is iGaming in Italy Trending Again in 2025-26?
If you've been following the European iGaming market for some time, Italy likely brings to mind an expensive market with heavy regulation where advertising is restricted and any banner could lead to regulatory issues. However, 2025 has turned this image upside down: the market has revived, attracting renewed interest from operators and partners, while media buyers once again turn their attention towards the Apennines. The reason is simple — a new concession system offers a clean slate for those willing to play by the rules rather than taking grey-market risks.
The reform of online gaming was implemented as part of Tax Decree No. 41/2024. Now, a license is valid for 9 years, costs €7 million, and only allows entry to serious players who are ready to operate transparently. For affiliates, surprisingly, this is actually beneficial: fewer random small brands, more stable payouts, and fair conditions under CPA and RevShare models.
Some might say, “But advertising is still banned!” Formally, yes. Practically speaking, however, there's room for informational content, analytics, sports media, and influencers who don't entice but explain. This format has struck a chord with the Italian audience. Moreover, it’s exactly within this framework that media buyers now discover the most lucrative opportunities.
How Are Games of Chance Regulated in Italy?
The regulator is the Customs and Monopolies Agency (Agenzia delle Dogane e dei Monopoli / ADM), which falls under the Ministry of State Autonomous Monopolies (Amministrazione Autonoma dei Monopoli di Stato / AAMS). It is responsible for issuing licenses, monitoring payments, ensuring technical security, and publishing lists of blocked domains ("inibiti").
Another key player is AGCOM (Autorità per le Garanzie nelle Comunicazioni / National Communications Authority), which enforces penalties for illegal advertising and promotes the concept of "responsible gaming."
Which Gambling Forms Are Permitted in Italy?
Special attention should be given to Law No. 111 dated August 9, 2023, titled "Guidelines and Criteria for Reorganizing Provisions Concerning Public Gambling Activities." With this document, Italy begins its reform of gambling legislation. New promotional rules for Italian betting and gambling activities are expected to come into effect at the end of 2024.
The market was relaunched in 2025. Previously, a license cost €200,000, but since 2024, the price increased to €7 million. Additionally, operators pay an annual fee of €250,000 plus 3% of operating margin. However, such a concession lasts for 9 years, making the business predictable.
| Parameter | New model | Comment |
|---|---|---|
| Validity period | 9 years | no automatic renewal |
| One-time payment | €7 000 000 | 35 times higher than old rate |
| Annual fee | €250 000 + 3 % of operational margin | fixed amount + percentage |
| Regulator | ADM | licensing, control, blocking |
| Advertising supervision | AGCOM | fines, communication |
| Verticals | casino, poker, bingo, sports, virtuals | covers entire online sector |
With this reform, the state effectively cleaned up the market. Smaller operators have left, leaving behind giants like Lottomatica, Sisal, Snaitech, Bet365, Eurobet, 888, LeoVegas, William Hill, and a couple dozen other stable brands. By autumn 2025, a total of 46 operators were authorized, and their list is available in the section "Concessionari autorizzati al gioco a distanza" on the ADM website.
According to data from the analytical service Blask (October 2025), the top 10 popular online casino and bookmaker brands in Italy include:
- Sisal;
- BetFlag;
- Goldbet;
- Bet365;
- Lottomatica;
- Eurobet;
- Snai;
- Planetwin365;
- StarCasino;
- WilliamHill.
How Are Illegal Gambling Websites Blocked in Italy?
Blockades of illegal online casinos and bookmakers in Italy are carried out according to Law No. 296 of December 27, 2006, "Provisions for the Formation of Annual and Multiannual State Budget," and AAMS Resolution No. 1034/CGV (dated January 2, 2007).
Under the law, the regulator has the authority to block any detected site by submitting an application to the provider. Each month, a new batch of blocks is issued: IP addresses, DNS records, and ISP filters. In September 2025 alone, another 23 sites were added, bringing the total number of blocked domains to over 11,400.
| Mechanism | Actions | Comment |
|---|---|---|
| DNS/IP Blocks | Cut off access to illegal domains | Operates systematically |
| Payment Filtering | Ban transactions with illegals | Banks must verify BIN codes |
| Content Orders | ADM demands removal of promotions | Especially targeting streamers and blogs |
| AGCOM Fines | Fines range from €50,000 to millions | Cases against Google and X have occurred |
The list of "prohibited unauthorized gambling websites" is also updated monthly on the regulator's website.
At a meeting in Madrid in November 2025, the Italian regulator ADM (Agenzia delle Dogane e dei Monopoli) and the gambling authorities of six European nations (Austria, France, the UK, Germany, Portugal, and Spain) formed a coalition to combat offshore bookmakers. The participants acknowledged that no single country can independently counter transnational networks that circumvent national laws and lure players through social media. In response, they agreed to jointly share data, block advertising, and develop unified countermeasures. This initiative is designed to eliminate the regulatory vacuum and protect users, particularly young people, against the backdrop of the illegal gambling share in Europe reaching 27%.
How Much Money Is Made in Italy's Gambling Market?
Italy has always excelled at collecting taxes, and iGaming is no exception. Since 2025, online tax rates have been definitively set as follows:
| Vertical | Tax on GGR |
|---|---|
| Sports/Virtual Bets | 24.5 % |
| Casino/Poker/Bingo | 25.5 % |
In addition, the operator annually contributes 0.2% of GGR to the Responsible Gambling Fund (capped at €1 million) and pays 3% of operating margin as a supervisory fee.
For players, everything is straightforward: taxes are deducted directly by the operator. It's not a market where users need to chase after declarations themselves.
Target Audience for iGaming in Italy: How to Attract Players to Casino and Bookmaker Sites?
For a media buyer, this means: the online audience is stable but not oversaturated.
Italy is located in Southern Europe, with a population of 58.79 million people as of early 2024.
Major cities include Rome, the capital city with 4.33 million inhabitants. Other large cities are Milan (3.16 million residents), Naples (2.18 million residents), Turin (1.8 million residents), Florence (712 thousand residents), Venice (258 thousand residents).
The official language is Italian. Additionally, 35% of the country's population speaks English, and 16% speak French.
The official currency is the euro.
The main religion is the Roman Catholic Church, with approximately 80% of the population identifying as Catholics.
Italy is included in the list of EU countries without a minimum wage. This issue is regulated by collective labor agreements. Average wages in Italy vary depending on the region of residence and can range from €2,625 to €3,660 per month.
According to DataReportal, in January 2024, Italy had 51.56 million internet users registered. As of the beginning of 2024, the level of internet penetration in the country stood at 87.7% of the total population.
Who Places Bets and Plays in Casinos in Italy?
The average Italian player is a man aged 25-44, employed, with above-average income. However, the audience varies significantly across regions:
- In the North — affluent bettors (Lombardy, Veneto, Lazio),
- In the South — emotionally-driven users with smaller stakes but greater engagement.
In summer 2024, Spill Media published a study focused on segmenting Italian players.
What Do People Bet On in Italy: Which Types of Sports Are Popular?
- Football is the most popular sport in Italy. Serie A and B: The top division of Italian football, Serie A, includes well-known teams such as Juventus, Inter, Milan, Roma, and Napoli. Serie B is the second-tier league, from which the best teams can rise to Serie A. Coppa Italia: The national cup tournament involving teams from various divisions. The Italian national football team (nickname Squadra Azzurra) has a rich history and several victories in World Cup and European Championships — four wins in the World Cup and two in UEFA Euro. Following the schedule of football matches and other important events is convenient through the 3S.INFO Sporting Events Calendar.
- Cycling is also popular in Italy. Giro d'Italia is one of the world's most prestigious multi-stage cycling races, attracting outstanding cyclists from all over the planet.
- Formula One: The Italian team Ferrari is one of the most successful and popular in the competition's history. The Italian Grand Prix at Monza circuit is one of the oldest and most prestigious stages of this series of car racing.
- Motorcycle racing is also popular in Italy. In MotoGP, Italian rider Valentino Rossi achieved great success.
- Basketball holds an important place in Italy's sporting culture. Lega Basket Serie A, the top division of Italian basketball, features renowned teams such as Olimpia Milano and Virtus Bologna. National Team: The Italian national basketball team regularly participates in international competitions, including World and European championships.
- The premier men's volleyball championship featuring the best Italian clubs is SuperLega. Women's volleyball leagues are also highly developed and attract many fans and enthusiasts.
- Tennis is gaining increasing popularity among Italians. Several major tournaments are held in Italy, including the Internazionali BNL d'Italia, which takes place every May on clay courts at the Foro Italico complex in Rome.
- According to Statcounter, in 2022, Italy ranked among the top 10 leading esports markets worldwide in terms of revenue volume. As of 2023, Riccardo Romiti, competing under the pseudonym Reynor, was the most successful esports player in Italy. Reynor is best known for his skills in playing StarCraft II, which also became the leading esports game in Italy in terms of prize money won. The number of gamers in Italy in 2023 was 34.94 million, with 50% being women.
live betting
: fast, emotional and full of adrenaline. CR in live betting is higher, but so is customer churn because the player's cycle of excitement is short-lived.
What Casino Games Do People Play in Italy?
According to the analytical service Blask (October 2025), the top 10 most popular slots in Italy include:
- Shining Crown;
- Gates of Olympus Super Scatter;
- Sweet Bonanza 1000;
- Aviator;
- Sweet Bonanza;
- Big Bass Splash;
- Legacy of Dead;
- Gates of Olympus;
- 20 Golden Coins;
- Gates of Olympus.
What Payment Methods Are Demanded in Italy?
If you want to retain an Italian user, give them the opportunity to conveniently deposit funds and withdraw winnings. Payments account for half of conversions.
| Method | Status | Why Is That Important? |
|---|---|---|
| PostePay | No. 1 in the country | 30 mln cards and 11 mln wallets |
| BANCOMAT Pay | Rapid growth | Added to Amazon checkout (2024) |
| PayPal / Apple Pay / Google Pay | Standard | High CR from mobile devices |
| A2A / MyBank / SEPA | Alternative | Important for withdrawals |
| Cryptocurrency | Under AML control | Use with extreme caution |
PostePay is iconic: a card-wallet used even by older generations.
BANCOMAT Pay is a rising star, having gained millions of users after integrating with Amazon.
Combining these two options & PayPal creates your golden ticket to maximized profits.
Common payment methods in Italy include bank cards (Bankomat, Visa, Maestro, American Express), bank transfers, digital wallets such as PayPal, Skrill, Neteller, Amazon Pay, Google Pay.
Mobile network providers in Italy include Vodafone Italy, Wind Tre, Tessellis, Wind, Iliad, Telecom Italia Sparkle, Ho Mobile, TIM, Fastweb, CoopVoce.
Affiliate Marketing in Italy: Traffic and Monetization
Now comes the crucial question: Where to acquire traffic and how to monetize iGaming in Italy. The market is costly, yet conversions yield high returns.
Average deposits are larger compared to Spain or Poland, but click prices are 2-3 times higher. Success belongs not to those who simply deliver traffic, but to those who build trust.
| Opportunities | Risks |
|---|---|
| Legal brands are willing to pay for quality traffic. | Ad ban remains: cannot encourage gambling; |
| Consolidation market equals stable payouts. | AGCOM penalizes not just brands but also affiliates; |
| Niches (women's football, fantasy sports, tennis, motorsports, esports) are almost empty. | High entry barrier (expensive licenses). |
| Payment innovations (PostePay, BANCOMAT Pay) increase CR. | |
| Possible easing of advertising rules in 2026. | However, opportunities for effective affiliate marketing in gambling and betting in Italy still prevail. |
The most effective ways to promote online casinos and bookmakers in Italy include:
- SEO-based guide websites (“how to deposit via PostePay,” “how to pass verification”);
- Telegram channels previewing matches and providing analysis;
- Streams and YouTube formats analyzing bets (without calls to action);
- Influencer-sports journalists.
Blog with Serie A previews → Telegram channel → form "download limits checklist" → affiliate link to ADM licensed operator. Without aggression, but with warm traffic and high retention.
How to Promote Betting and Gambling in Italy: Case Studies and Practical Formats
Media Buyer Checklist for Italy
| What to Do? | Why? |
|---|---|
| Check affiliates using ADM's list | Only licensed brands are allowed |
| Write in Italian | Machine translation reduces CR by x2 |
| Use an informative tone | Any call-to-action results in AGCOM fines |
| Include RG block and age restriction | It's a legal requirement |
| Monitor block lists | ADM updates monthly |
| Offer PostePay + BANCOMAT Pay in checkout | Without this, half of deposits would drop |
| Keep backup offers ready | As a backup in case of affiliate blockage |
| Optimize SEO for long-tail keywords | Keywords like "verifica conto", "limiti di deposito", "metodi di pagamento scommesse" |
Italy is gradually building a transparent market that no longer fears gambling. For media buyers, this presents an opportunity not just to deliver traffic, but to establish a white, sustainable flow with localized content and strong audience appeal. Old schemes no longer work, while new ones bring steady earnings without the risk of being blocked.
Whereas previously Italy was seen as a "country where nothing can be advertised," it is now transforming into a place where things can be done correctly. So, go ahead! Choose the best offers from Italian casinos and bookmakers, join in, and reap your profit!
