Italy’s online gambling landscape is set for a monumental transformation as the Customs and Monopolies Agency (ADM) implements a new regulatory framework that will slash the number of licensed betting websites from 407 to just 52.
The move is a direct result of a crackdown on “skin” sites, which are third-party affiliates that resell licensed betting products.
Under the new rules, which take effect when the restructured market launches on November 13, each of the 46 license-holding companies will be permitted to operate only a single website.
This will lead to the shutdown of over 350 skin sites, drastically consolidating the market and creating a more transparent environment.
The Italian gaming sector, the fourth largest in Europe with an annual gross income of approximately $21 billion, has long been dominated by major international operators like Flutter (owner of Sisal and Snaitech), Entain, bet365, and Lottomatica.
The high cost of licenses, around €7 million each, and strict advertising regulations have made it difficult for smaller companies to compete.
While the market consolidation favors established giants, the ban on skins could present a unique opportunity for smaller licensed operators and new entrants.
With the competitive field narrowed to 51 direct rivals instead of over 400 websites, newcomers can develop more focused strategies.
Alongside these structural changes of the regulatory framework, the ADM is introducing robust player protection measures. Starting November 13, all customers must agree to updated terms and set personal limits on deposits and individual bet amounts.
A prominent banner will direct users to a form to establish these limits, and they will have six months to comply or face having their betting access suspended.
Fabio A. Bufalini, Stake’s Country Director, remarked on the challenges for new brands:
We are a newcomer in terms of brand. Stake is a huge brand globally, but Italy, it seems we will start from scratch, and honestly it will not be easy because there is an advertising ban, and it’s not easy for a newcomer to operate and take the right action to establish.
An ADM statement summarized the reforms:
The reform signals a turning point for the online gaming market, which, also in response to growing public concern, aims to raise safety standards for both operators and players.
