Italy’s new €7M per-brand gambling license slashes operators from 81 to 46, favouring major players like Bet365 and Flutter. ADM’s reforms aim to modernise the market with stricter regulations, higher taxes, and enhanced player protection, transforming Europe’s largest online gambling sector.
-- In a historic regulatory overhaul, the Italian gambling regulator, Agenzia delle Dogane e dei Monopoli (ADM), has approved only 46 new online gambling licenses, slashing the number of active operators by nearly half. This seismic shift in Europe’s largest online gambling market stems from the newly implemented €7 million per-brand licensing fee, a stark contrast to the previous €200,000, effectively reshaping the industry landscape.
The move marks the beginning of a new era for Italy’s digital gambling sector, replacing a two-decade-old regulatory model with a streamlined, modernized system. According to ADM’s announcement following the tender closure on May 30, 2025, the drastic increase in licensing costs has filtered out smaller players, paving the way for a more consolidated and compliant market.
Industry Titans Secure Their Place
Among the 46 approved entities are leading international operators such as Flutter Entertainment (Betfair, Snaitech, Sisal), 888 Italia (Evoke), Bet365, LeoVegas, William Hill, Betsson, Greentube, and municipal casinos San Remo and Venice, confirming their commitment to long-term operations in Italy.
These selected operators must complete the licensing payment process by September 2025, after which they will have six months to launch or continue operations under the new framework. ADM has allowed existing operators to remain active until March 2026, after which only newly licensed entities may legally offer services.
Reforms Beyond Licensing
The new licensing regime is only one part of the broader ADM 2025–2027 reform plan. Key changes include:
- Revised Taxation: 24.5% GGR tax for sports betting and 25.5% for online casinos.
- Annual Fees: 3% of GGR plus a mandatory spend on responsible gambling campaigns.
- Player Protections: Deposit and time limits, self-exclusion, and automated behavioural alerts.
- Youth Safeguards: Age-based restrictions specifically targeting 18–24-year-olds.
- Single-Domain Mandate: Licenses are now tied to one website domain to combat grey-market operations.
These reforms aim to consolidate Italy’s fragmented market into a tightly regulated, transparent, and socially responsible ecosystem. Experts forecast the number of licensed brands will shrink from 88 to around 50, with a core group of operators likely to command up to 80% of Italy’s €5 billion online gambling GGR.
A Turning Point for Europe
This bold transformation signals Italy’s intent to lead Europe in responsible gambling regulation while maintaining its status as a digital gambling powerhouse. The higher entry barriers not only promote compliance but also prioritise player safety and integrity.
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👉 Italy's €7 Million License
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