As of 7am on November 13, Italy officially flipped the switch on a new, tightly regulated online gambling market. Led by the customs and monopolies agency (ADM), this reset saw 52 fresh licenses activated, marking the end of an era dominated by loosely controlled affiliate networks and outdated oversight.
Though the reboot was scheduled for midnight, minor technical issues pushed the start by seven hours. Still, ADM called the rollout “smooth and decisive” — a bold claim given the significant changes that followed.
What Changed? And What It Means for Players
At the core of Italy’s gambling revamp is a ban on “skins” — a loophole that previously let hundreds of affiliate-run websites piggyback off a single license. That loophole is now closed. For everyday players, that means fewer shady-looking gambling sites and a more streamlined experience, but also fewer bonuses and promos often tied to smaller affiliates.
The new system is designed with stronger anti-fraud tools, stricter compliance rules, and a heavy focus on wiping out Italy’s thriving black market — which some estimate is worth €1 billion annually. Whether these changes make the market safer or simply less accessible remains to be seen for regular players.
Who’s In, Who’s Out?
While 52 licenses were granted, only 46 operators are currently live. Some big names chose not to re-enter the new regime, including Betway, Unibet, and 1xBet — meaning their sites are now offline for Italian users.
On the other hand, Flutter has gone all in. With its April acquisition of Snaitech for €2.3 billion and its already established Sisal brand, the company now controls roughly 30% of Italy’s online market. That could mean a more consistent player experience, especially with Flutter reporting strong international growth, including in Italy.
The Price of a License? €7 Million
Each of the new licenses cost €7 million, pouring a total of €364 million into state coffers. With €5 billion in wagers placed in 2024 and €1.1 billion returned in taxes, Italy remains Europe’s second-largest online gambling market after the UK. The state is clearly betting on big operators to lead the way.
Advertising Ban Under Review
Changes aren’t stopping here. Italian lawmakers are now reconsidering the 2018 Dignity Decree, which banned gambling advertising. Critics argue the ban drove players toward illegal sites that still aggressively market to locals. Stake Italy’s Country Director, Fabio Bufalini, believes lifting the ban could help protect players — as long as the industry steps up with clear and responsible ad rules.
If the advertising ban is softened or scrapped, players may soon see gambling promos return to TV, sports sponsorships, and online banners — a double-edged sword for those battling gambling harm.
What This Means for the Average Player
For now, players in Italy can expect fewer options, more stable platforms, and tougher rules. The upside? Possibly safer play and less exposure to unregulated operators. The downside? Fewer welcome offers, less competition, and some favorite brands now gone.
As the market continues to evolve through 2026, one thing is clear — the game has changed, and for the Italian gambler, staying informed has never been more important.
