Public Gambling in Italy 2024: turnover, online growth & trends
In 2024, Italy’s public gambling sector (according to data from ) recorded impressive figures, confirming its status as one of the most impactful segments of the national economy. Total turnover reached €157.45 billion, marking a 6.59% increase compared to the previous year. More than €11.5 billion flowed into state coffers, reaffirming the sector’s crucial fiscal role.
But beyond the surface, these figures tell the story of a deeper structural transformation. Digitalisation, territorial disparities, the shift between physical and online gambling, and the upcoming regulatory changes are reshaping the entire industry. Understanding the geography of legal gambling in Italy today means anticipating the direction of a highly dynamic market.
The rise of online gambling in Italy: a trend redefining the national map
One of the most prominent trends in 2024 is the steady digitalisation of the gambling industry. In many regions – particularly in Southern Italy – online gambling has overtaken land-based operations in terms of total turnover. Sicily stands out, with over 71% of total gaming activity conducted through digital platforms. Campania follows, with 63.5% of its gambling volume coming from online channels. These numbers point to a clear and irreversible shift driven by both technological accessibility and the allure of higher payout rates.
In contrast, some Northern regions, such as Veneto, remain anchored in tradition. There, land-based gambling continues to dominate, with over €5 billion in physical turnover compared to €4 billion online. This territorial exception highlights the uneven pace of digital adoption across Italy and points to differences in infrastructure, habits, and regulatory focus.
Where Italians gamble the most: Lombardia, Campania, Lazio, and Sicily on top
When analysing overall turnover by region, Lombardy leads the nation with €24.8 billion, followed by Campania, Lazio, and Sicily. However, to fully understand the impact, it is crucial to look at gambling expenditure per adult. Campania ranks first in this area, too, with €1,613 per capita on land-based gambling and €2,809 online. Lombardy, Lazio, and Puglia also report high values, indicating a consistent and widespread engagement with public gambling.
Gambling expenditure and winnings: understanding the real costs
Net expenditure – i.e., the money gambled minus the winnings – totalled €21.59 billion in 2024. Once again, Southern Italy leads the way. Campania tops the list with €163 per adult spent online, followed by Sicily at €145 and Puglia at €132. These figures highlight the economic and social significance of public gambling in many regions across the country.
Another key indicator is the payout rate. In 2024, the national average return-to-player rate was 86.29%, up from 85.47% in 2023. But differences between channels are substantial. Online games offer a 94.5% payout, while land-based gambling remains at 74.7%. For example, in Lombardy, the online payout is 94.6%, versus 74.3% in retail. In Campania, it’s 94.2% online and 76.8% on-site. These disparities help explain the increasing popularity of digital platforms, perceived as more profitable by users.
Looking back: physical gambling still growing in most regions
Historical data available for land-based gambling between 2022 and 2024 shows a general increase in turnover across nearly all regions. The national average growth rate stands at 3.78%. Only Liguria and Valle d’Aosta show minor declines. Once again, Campania leads in terms of growth rate, confirming its strong momentum both online and offline..
This trend confirms that while digital channels are expanding rapidly, the physical channel continues to play a significant role and is even gaining ground in certain regions.
What’s next for the industry: new online Licenses and strategic shifts
The year 2024 also marks a pivotal moment for regulatory change, with new online gambling licenses expected in the coming months. In this evolving context, understanding regional trends in turnover and spending becomes essential for designing fair and effective policies.
Industry operators must pay close attention to high-expenditure regions, where stronger consumer protection and responsible gambling strategies will be required. At the same time, the expansion of digital channels presents major opportunities for investment, technological innovation, and international competitiveness.
Italy is changing the way it gambles
Public gambling in Italy is undergoing a fundamental transformation that goes far beyond the numbers. It touches on user behaviour, regulatory priorities, and the regional distribution of activity. The rise of digital gambling, combined with evolving legal frameworks, paints a picture of a market in flux.
For institutions, regulators, and operators alike, understanding these changes is no longer optional – it’s essential. The future of public gambling in Italy will be increasingly connected, transparent, and responsible. And in that future, the next big play has already begun.
This article was first published in Italian on 16 June 2025.
