Italys iGaming market is experiencing a transformation as new licensing rules reshape the industry. Speaking with SiGMA TV, Cristiano Azzolini Di Maggio, Country Manager – Italy at DAZN Bet, described the situation as an epic change, with popular business models being phased out.
The model of white labels, so popular among some operators, will be eliminated because each license will have only one site, he explained. This shift means operators previously integrated into other licensed entities must now obtain their own licences, a process he called very hard to manage due to high costs and compliance demands.
Impact on land-based and online markets
The regulatory overhaul extends beyond online gaming. Land-based betting points, known as Punti Vendita Ricarica (PVR), will also face restrictions. Each customer can charge only 100 euros per week on their account at PVRs, Di Maggio noted, calling this a very, very little amount for the Italian market.
Despite the changes, the industry continues to grow. Di Maggio highlighted how Italys land-based gaming sector, established after the 2009 earthquake as a government revenue source, remains a key driver of the market. All these customers are going to be converted, not removed from land-based, but converted also to online, he said, pointing to an increasing shift towards digital platforms.
The merging of land-based and online gaming
A unified approach to land-based and online gaming is emerging as the future of Italys market. The future is to have both channels of collection activities, and they can give a good boost to each other, Di Maggio stated. He believes that companies operating exclusively in either land-based or online segments will struggle to survive.
To remain competitive, traditional brands such as Lottomatica have integrated their operations into a single entity. Many of our historical and important operators have merged while still maintaining their brand identity, Di Maggio said.
Italys growing role in the global iGaming market
With SiGMA World set to host its largest event in Italy in 2025, the country is cementing its place as a key player in the global iGaming sector. Italy is going to be one of the most important markets… even more than other traditional markets in Europe, Di Maggio said, adding that he would be attending SiGMA Central Europe in November.
As Italys market evolves, companies must adapt to the new regulatory framework or risk disappearing. The shift towards integrating land-based and online gaming is set to define the future of iGaming in the country.
SiGMA heads to Italy in 2025
In 2025, SiGMA?s European event C SiGMA Central Europe C will be heading to Italy. The 2025 edition, set to take place in November, is expected to attract a record-breaking 30,000 delegates C SiGMA?s largest event to date.
