Italy’s online gambling licensing reform marks one of the most significant restructurings in Europe’s regulated betting landscape. On November 13, 2025, the Customs and Monopolies Agency (ADM) will reduce the number of licensed operators from 407 to just 52—an unprecedented move that will reshape how digital betting and gaming operate in the fourth-largest gambling market in Europe.
This isn’t merely a numerical reduction. By banning multi-brand “skin” websites and limiting each license to one domain, the ADM is redefining what it means to be a licensed operator in Italy. The reform aims to bring greater clarity, oversight, and accountability to an industry once fragmented by hundreds of affiliate-driven platforms.
Consolidation Strengthens Major Brands
The immediate effect of this online gambling licensing reform is consolidation of market power among established players. Industry leaders such as Flutter Entertainment, Entain, and bet365 are well-positioned to thrive under the new system. With stronger financial foundations and established customer bases, these companies can absorb the high costs of €7 million per license and comply with stricter regulatory oversight.
Meanwhile, smaller operators will find it harder to compete. Italy’s advertising and sponsorship bans severely limit marketing options, meaning brand recognition and trust—two qualities big operators already possess—will dictate success in the post-reform environment.
Player Protection Becomes Central
Beyond restructuring the operator pool, the ADM is introducing new rules that strengthen responsible gambling standards. Every Italian bettor will be required to set personal deposit and wager limits within six months of the November 13 rollout. Without these limits, players will lose access to licensed betting sites but can reapply within three years.
These measures reflect a broader European trend toward affordability checks and player protection, echoing reforms seen in the UK and the Netherlands. Italy’s government clearly views sustainability as essential to the longevity and credibility of its gambling market.
Simplified Competition, Smarter Strategies
Eliminating hundreds of “skin” sites will significantly simplify Italy’s online gambling ecosystem. Where operators once competed in a crowded and confusing market, there will now be just 52 licensed websites.
For new entrants, this offers a rare advantage: transparency. Instead of battling an unseen network of affiliates, operators can directly identify and strategize against a fixed group of competitors. This clarity could spark smarter, more data-driven competition focused on innovation rather than sheer scale.
The Path Ahead
Italy’s online gambling licensing reform—reducing licensed operators from 407 to 52—signals the government’s commitment to creating a safer, more transparent, and more sustainable gaming environment. While the change will undoubtedly challenge smaller firms and reduce market diversity, it may also usher in a new phase of stability, innovation, and accountability.
In a global industry where regulatory control is tightening, Italy’s move could become a model for how markets balance growth with responsibility—and how consolidation can coexist with consumer protection.
Meet Stephen Crystal in Rome
SCCG Founder and CEO Stephen A. Crystal will be in Rome for SiGMA Central Europe 2025 (Nov 3–6), meeting with industry leaders to discuss the implications of Italy’s online gambling reforms and new opportunities across regulated markets.
Schedule a meeting with Stephen in Rome to explore how SCCG Management’s advisory expertise can help navigate this evolving landscape and identify strategic advantages under Italy’s new licensing framework.
