Two industry leaders have joined forces to diversify and strengthen digital entertainment in Italy’s market, responding to growing local demand for innovative content.
Greentube, NOVOMATIC’s digital division, has strengthened its presence in Italy after sealing a strategic alliance with Betfair, part of the Flutter Entertainment group. Thanks to the integration through the Capecod platform, Greentube expands access to its catalogue, reinforcing its commitment to offering innovative experiences alongside industry operators. The recent alliance to expand the online gaming offering in Italy reflects the strategic importance of entering what is now one of the most regulated, profitable and transforming gaming markets in Europe.
Italy’s gaming market: maturity, regulation and transformation
Italy is one of the oldest and most structured gambling markets in Europe, with roots dating back to the state lottery of 1530 and the formal legalisation of 바카라s in 1948. However, the most significant change came in 2006 with the Legge Bersani, which opened up online gambling and allowed foreign operators to enter. Since then, the country has adjusted its regulations to align with EU regulations, while maintaining strict control.
The government has approved a new regulatory framework that, from the end of 2024, redefines access and operation in the online gambling sector. This framework introduces stricter requirements and higher costs for licensing, which could reduce competition and favour strong operators. According to EGBA, the 2025 projection estimates gross gaming revenue (GGR) to exceed €5.5 billion, showing that Italy is one of the most lucrative iGaming markets in Europe.
Importance of the Italian market
This tightening of entry conditions could reduce the number of operators, creating a more competitive but also safer and more profitable environment for those who overcome the barriers to entry. Companies entering now will be able to position themselves before the competition is reduced. They will take advantage of the market transition, benefiting from consolidation and the migration of players from the face-to-face to the online segment.
At the same time, the Italian market faces unique challenges, such as a total ban on gambling advertising (Dignità Decree of 2018), taxes (24-25% on GGR) and strict anti-money laundering prevention measures. However, the growing demand for mobile betting and esports, as well as the integration of face-to-face and digital channels, have opened up opportunities for operators.
Regulation and supervisory bodies
The Italian gaming sector is supervised by the , which reports to the . The ADM is responsible for issuing licences, regulating regulatory compliance, collecting taxes and monitoring both face-to-face and online gambling activities. It is headquartered in Rome and has an organisational structure covering the entire national territory.
The MEF, for its part, defines macroeconomic objectives and sets fiscal and regulatory policies for the sector, ensuring coordination between the agencies and compliance with European standards. The new regulatory framework is also being monitored by the European Commission, which has opened a public consultation to assess the impact of the new technical rules on the sector.
Requirements to operate in the Italian market
To obtain a licence and operate legally in Italy, companies must meet a number of legal, technical and financial requirements:
- Previous experience: At least two years of operation in the and having generated revenues of at least €3 million in the two years prior to application.
- Financial solvency: Payment of a €7 million licence fee for nine years, plus annual fees and a guarantee fund to cover default risks and tax obligations.
- Local presence: Establish a commercial entity in Italy and host servers within the EEA, ensuring connection to the ADM’s control systems.
- Regulatory compliance: Implement responsible gaming measures (self-exclusion, deposit limits, access blocking), AML (anti-money laundering) policies and comply with total advertising ban.
- Corporate structure: Only limited companies with a registered office in the EEA may participate and must provide detailed information on the owners and their capital structure.
- Technical testing: The software must be tested and certified to ensure the innovation and security of the platform.
Strategic alliances
The integration of a wide selection of leading titles on one of the country’s leading platforms allows more Italian players to access premium content, tailored to local preferences and with high standards of innovation and security. This collaboration, which is delivered through a recognised aggregation platform, facilitates efficient technical integration and compliance with Italian regulations while significantly expanding the user base and strengthening the partners’ presence in the market. The agreement demonstrates how, in the current regulatory environment, cooperation between established companies is key to delivering added value and ensuring business sustainability in Italy.
By teaming up with local partners and leveraging aggregation platforms, the companies could ensure smooth integration and compliance with regulatory requirements, while offering innovative content tailored to the preferences of Italian players.
This article was first published in Spanish on 25 April 2025.
