The majority of operators watching the 2026 licensing phase unfold want the same thing: a clear picture of what the new rules actually entail once you get past the industry noise. Italy’s gambling regulations are changing more significantly than they have in years. This report provides a realistic assessment of the reforms and how they affect daily operations, rather than merely listing new rules and responsibilities. These developments also form part of a broader shift toward tighter iGaming regulation, more advanced compliance, and continued global market development.
Since everything else is built upon the reforms themselves, it is worth examining the changes before discussing strategy or opportunity.
New Regulations and Reforms for 2026
The following are the main areas of reform taking effect in 2026, each introducing new requirements and guidelines that businesses must follow to establish and maintain a legal presence in the Italian market.
The Gambling Reorganization Decree (Decree 41/2024)
When Italy started crafting Decree 41/2024, the objective went beyond simple housekeeping. It was essentially a structural makeover. The government wanted a system that could support a larger, more regulated digital industry because the online gambling market had been operating under frameworks created more than ten years earlier. All later developments, including the 2025 tender and the technical standards entering into force in 2026, were based on this decree, which was adopted in March 2024.
Fundamentally, the decree redefines what constitutes a licensed operator. To qualify for a concession, a business must be incorporated in the EU or EEA and, if it is headquartered outside Italy, maintain the required registered office there for tax purposes. Operators must also follow recognized international standards, including ISO 27001 for information security, ISO 26000 for social responsibility, and ISO 9001 for quality management. These requirements are reflected in the concession agreements issued by ADM.
The reform also promotes responsible gambling and deeper integration of consumer protection into day-to-day operations. It expands the self-exclusion system so players can limit access by product or duration, introduces deposit and time limits that change according to player behavior and age, and mandates pop-up alerts regarding session length and expenditure during play. Front-line support staff must also receive formal training on identifying harmful gambling behavior.
In addition to these new restrictions, Decree 41/2024 strengthens ADM’s capacity to supervise. Operators must maintain technological infrastructure that satisfies strict availability requirements, retain important documents for examination, and provide real-time access to account and transaction data.
Important New Operator Regulations
- Local Presence: The business must maintain a branch or registered office in Italy.
- ISO Standards: Compliance with the applicable ISO 9001, ISO 26000, and ISO 27001 standards is required.
- Nine-Year Term: The defined concession period provides greater operational stability.
- Responsible Limits: Time and deposit limits are based on player actions.
- Player Alerts: Required pop-ups display the amount of time spent playing.
- Self-Exclusion: All licensed operators are covered by the centralized RUA system.
- Staff Training: Customer-facing teams must receive responsible gambling training.
- Data Access: ADM can monitor player and transaction data in real time.
- Server Location: Infrastructure must be located in Italy or elsewhere in the EEA.
- Data Retention: Relevant data must remain immediately accessible for six months and archived for five years.
- Enhanced Audits: ADM may conduct on-demand security and compliance tests.
The Online Gambling Tender and License Model for 2025
Italy’s new licensing system was implemented through the 2025 tender. By replacing dozens of expiring concessions with a smaller, more regulated network of licensees, the tender turned the requirements of Decree 41/2024 into an operational framework. In September 2025, the Agenzia delle Dogane e dei Monopoli admitted 46 operators seeking 52 concessions to the second stage of the process. The new concessions became effective on November 13, 2025.
Cost is the most discussed factor. The fee for each concession is €7 million, payable in two installments: €4 million upon award and €3 million when operations begin. That figure alone has affected the market, compelling smaller firms to exit or combine with larger organizations. However, the reward for operators able to make the required investment is a nine-year license providing stability in one of Europe’s most profitable gambling markets.
Operators also have other financial responsibilities to consider. In addition to maintaining a security bond consisting of a fixed €500,000 and variable components based on the previous year’s tax and gambling balances, licensees must pay an annual fee equal to 3% of net gaming revenue. Each applicant must also submit anti-mafia declarations and evidence of corporate suitability.
The tender also introduces structural change. Operators must now concentrate on a single brand per license because the long-standing multi-brand skin model has been eliminated. This rule encourages a more transparent market identity, but brand diversification under a single concession is no longer available.
Important New Guidelines for the Tender and License Model
- License Fee: Each concession carries a €7 million fee, payable in two installments: €4 million upon award and €3 million when operations begin.
- Nine-Year Term: Each concession is granted for a nine-year period.
- Limited Concessions: ADM issued 52 concessions to 46 operators.
- Annual Fee: Licensees pay 3% of net gaming revenue, with payments due twice a year.
- Security Bond: A fixed €500,000 component applies alongside a variable amount based on the previous year’s activity.
- Single-Brand Rule: The multi-brand skin model has been eliminated, and only one brand is permitted per license.
- Corporate Eligibility: EEA incorporation and the required secondary office in Italy are prerequisites.
- Anti-Mafia Declaration: Applicants must submit the required anti-mafia and corporate suitability documentation.
- Concession Start: The new licensing cycle began on November 13, 2025.
Operational and Technical Protocols
In addition to the new concessions, the updated framework introduced technological changes affecting how operators interact with Italy’s regulatory systems. All new license holders must follow ADM’s current communication guidelines, covering everything from player-account registration to data reporting.
Sports Betting Protocol 5.0, introduced for the new licensing cycle, is one of the most significant changes. It tightens control over odds, event lists, and wager validation by modernizing the exchange of betting data between operators and ADM. It also strengthens live-data integrity requirements, requiring systems to verify each wager’s registration and settlement more quickly and accurately. For many operators, this requires migration work, certification testing, and new integrations.
The Player Account Registry Protocol v3.0 standardizes the communication flow for KYC data and account events. ADM has also developed new criteria for communication between gambling platforms and verification organizations to ensure that all authorized products, from sportsbooks to poker, use traceable and compliant formats.
Infrastructure standards have also changed. Operators may use cloud solutions to host servers within the EEA, but they must ensure that ADM retains real-time access to the necessary data. Backups, security keys, and audit logs must remain current and accessible upon request.
Important Operational and Technical Adjustments
- Sports Betting 5.0: The updated protocol applies to sportsbook data exchanges.
- Account Registry 3.0: The protocol introduces an updated player-registration and KYC data communication format.
- Real-Time Validation: Each wager must be immediately verified and recorded with ADM.
- Platform Certification: All platforms must pass authorized ADM verification testing.
- Data Traceability: Each transaction requires timestamped and auditable reporting records.
- Cloud Hosting Rules: Servers may be hosted elsewhere in the EEA if ADM access remains guaranteed.
- Audit Readiness: ADM must have on-demand access to logs and security documents.
- Product Communication: Gaming-product information must be transmitted through standardized protocols.
- Verification Guidelines: Testing bodies must follow ADM’s current certification procedures.
- Encryption Standards: Updated specifications apply to secure data transfers between systems.
- Migration Timeline: Operators were required to implement the new procedures before their 2026 technical launch.
Framework for Player Protection and Responsible Gambling
Few recent laws have had a more direct impact on operators than the responsible gambling framework established by Decree 41/2024 and reinforced by the 2025 concession model. The focus has moved from optional protections to enforceable obligations built into the license itself, with ADM now treating player protection as a measurable part of compliance.
The most visible change is the introduction of behavior-based deposit and time limits. Operators must allow players to set personal spending caps. The system can also adjust recommended limits based on age and betting patterns. Where warning signs appear, automated messages must remind users about the duration of their activity and their spending in real time, offering direct links to cooling-off or self-exclusion tools.
Italy’s Registro Unico delle Autoesclusioni has been expanded to cover every licensed site. A player who self-excludes is blocked across licensed operators, preventing the opening of new accounts elsewhere. Operators must integrate their platforms with the RUA database and honor requests promptly.
The reforms also require training for customer-facing staff. Call-center and support teams must receive appropriate instruction on identifying risky gambling activity and directing players to support services. Operators must also allocate 0.2% of annual GGR, capped at €1 million, to responsible gambling initiatives, alongside transparent reporting on prevention measures.
Key Responsible Gambling and Player Protection Rules
- Behavior-Based Limits: Deposit and time limits respond to player age and activity.
- Required Pop-Ups: Real-time alerts show the length of the session and the amount spent.
- Central Exclusion Register: The expanded RUA blocks self-excluded players across licensed operators.
- System Integration: Operators must connect their platforms to the RUA database.
- Staff Training: Customer-facing staff require responsible gambling instruction.
- Financial Contribution: Operators contribute 0.2% of annual GGR, capped at €1 million.
- Product-Level Exclusion: Players can self-exclude by game type or duration.
- Behavior Monitoring: Operators must detect and flag high-risk gambling patterns.
- Mandatory Age Checks: New accounts must be verified using SPID or another recognized digital identification method.
- Transparent Interfaces: Platforms must display balances, playing time, and winnings.
Advertising and Brand Regulations
Some areas of Italy’s gambling reform are commercially restrictive, and advertising is one of them. Since the Decreto Dignità came into force in 2018, gambling promotion has been prohibited across television, radio, digital channels, sporting and cultural events, and other media. Under the 2026 framework, that prohibition remains in force.
The government has acknowledged that the prohibition has not eliminated illegal marketing or offshore traffic. Discussions involving ADM and the Ministry of Economy have considered whether a controlled advertising model could eventually be introduced, focusing on licensed operators, responsible messaging, and transparent brand visibility. However, no confirmed timeline or legislative change currently permits operators to rely on such a reform.
The multi-brand model has already been abandoned. After operating several skins under a single license, each concession is now linked to one consumer-facing brand. Operators must use a single identity for marketing, product development, and player interaction. Although this promotes greater brand coherence, it eliminates the ability to divide the market among secondary brands under the same concession.
Sponsorship and affiliate activities are also subject to strict controls. Affiliate violations may place the concession at risk because operators remain responsible for ensuring that their partners comply with national advertising laws.
Key Advertising and Brand Regulation Changes
- Advertising Ban: The national prohibition established by the Decreto Dignità remains in force.
- Potential Future Reform: The government has considered options for controlled advertising, but no confirmed change has been adopted.
- Affiliate Oversight: Operators are responsible for ensuring that affiliate activity complies with advertising rules.
- Sponsorship Ban: Gambling sponsorships in sports and media remain prohibited.
- Responsible Messaging: Any communication permitted under the applicable rules must include appropriate harm-reduction messaging.
- Transparency: Operators must clearly display brand ownership and license information.
- Digital Monitoring: ADM monitors websites and digital channels for illegal or unauthorized advertising.
- Sanction Risk: Violations may result in a fine equal to 20% of the campaign or sponsorship value, subject to a minimum fine of €50,000.
Alignment of Taxation and Compliance
Decree Law 96/2025 and the 2025 Budget Law formalized the tax and compliance alignment phase, establishing new fiscal rates, payment requirements, and transparency criteria intended to bring online and retail gambling closer to parity.
Italy’s rules also operate within the broader EU legal framework, although gambling regulation remains largely national. Recent developments concerning the EU Court and Malta’s gambling framework illustrate the continuing tension between national restrictions, cross-border services, and EU internal-market principles.
The adjustment of gross gaming revenue tax rates has the greatest financial effect on operators. The GGR tax on online sports betting is 24.5%, while online casino games are taxed at 25.5%. Retail betting is taxed at the lower rate of 20.5%.
ADM’s compliance requirements are similarly extensive. Operators must retain complete data archives, with six months of data remaining immediately accessible and a further five years held in archived storage. AML and KYC controls include stricter transaction monitoring and mandatory reporting of suspicious activity to the Unità di Informazione Finanziaria.
ADM and the Bank of Italy oversee financial transparency, particularly in relation to payment processing. Licensed platforms must provide traceable transaction records, and payment providers must ensure that their services comply with the applicable regulatory framework.
Key Taxation and Compliance Changes
- Updated GGR Tax: The applicable rates are 24.5% for online betting, 25.5% for online casino games, and 20.5% for retail betting.
- Data Retention: Relevant data must remain immediately accessible for six months and archived for five years.
- AML Expansion: Operators are subject to stricter transaction-monitoring and reporting requirements.
- UIF Reporting: Suspicious activity must be reported to the Financial Intelligence Unit.
- Bank Oversight: The Bank of Italy oversees relevant gambling payment flows alongside ADM.
- Payment Traceability: Every transaction must be connected to an identifiable player account.
- Audit Frequency: Operators should expect more frequent ADM reviews of operational and financial records.
- Tax Alignment: The reforms bring retail and online taxation closer together.
- Supplier Accountability: Platform and payment partners form part of the operator’s compliance framework.
What These Changes Mean for Operators and Players
Italy’s gambling overhaul has transformed the country into a more demanding and concentrated gambling market. The new structure rewards scale and financial strength. License costs and compliance standards have pushed out casual entrants, leaving a core of well-capitalized operators that now share a more predictable nine-year cycle. For those already operating under the new concessions, the reform represents a market reset.
The Italian tender is now closed, meaning that operators without one of the new concessions must consider other regulated markets or prepare for a future licensing cycle. The most appropriate alternative depends on the target market, available capital, permitted products, and local-presence requirements. Our overview of the top countries for starting a licensed gambling company outlines the main jurisdictions available to international operators.
Competition is changing because of this consolidation. The 46 authorized operators may benefit from a larger share of the regulated market, but they still need to compete through product quality, player experience, payment performance, and customer retention.
Licensed brands will find it easier to demonstrate legitimacy in a country where unregulated sites still attract players. However, that credibility comes at a substantial cost. Each operator must maintain tighter operations, manage ongoing audits, and budget for responsible gambling contributions, certification renewals, and technical integrations.
Players should encounter a more regulated and potentially safer market. Deposit limits, automated alerts, and the national self-exclusion register mean gambling behavior will face closer scrutiny. Over time, these measures may strengthen confidence in regulated operators and direct more activity away from unauthorized sites.
Marketing remains one of the biggest challenges. With the advertising prohibition still in force, growth depends on retention, brand experience, product quality, and mobile usability rather than conventional visibility. For operators, this creates a need to invest in data-driven personalization, responsible gambling tools, and compliant partnerships that support organic reach.
Market Opportunities and Restrictions for Operators Following Reform
Below is an overview of what operators may gain and the additional restrictions they face under the new framework.
Opportunities
- Revenue Certainty: Nine-year licenses support stable forecasting and justify greater investment in technology and product development.
- Increased Market Share: A smaller number of licensees may provide a greater share of regulated player activity to each operator.
- Exit of Unregulated Operators: Stronger enforcement may direct more players toward regulated platforms.
- Pricing Control: Reduced competition may provide greater leverage in supplier negotiations.
- Operational Efficiency: Standardized protocols simplify reporting, testing, and compliance workflows.
- Cross-Sector Synergy: Future alignment between retail and online betting may support shared-wallet and loyalty models.
- Partnership Opportunities: Joint ventures with larger brands or suppliers can distribute operating costs.
- Player Retention: Transparent interfaces and responsible gambling tools may strengthen player trust.
- Advertising Reform Potential: If the restrictions are eventually amended, existing licensees may benefit from established brand recognition.
Limitations and Restrictions
- High Entry Cost: The €7 million license fee limits accessibility to well-capitalized operators.
- Closed Tender: New operators cannot currently apply for an Italian online gambling concession.
- Operational Costs: Continuous audits, certifications, and responsible gambling contributions create recurring expenses.
- Restricted Marketing: The advertising prohibition limits conventional customer acquisition.
- Single-Brand Constraint: Operators cannot maintain multiple consumer-facing skins under one concession.
- Technical Complexity: ADM protocols require certification and substantial integration work.
- Compliance Burden: AML and reporting requirements demand strong internal governance.
- Restricted Flexibility: Concession transfers require prior ADM authorization.
- Narrow Margins: Taxes, annual fees, and responsible gambling contributions affect profitability.
Malta as a European Entry Point for Other Markets
The current Italian licensing round is closed, and new operators cannot apply for an ADM online gambling concession until a future tender is announced. Companies seeking a regulated European base for other permitted markets may instead consider a Malta Gaming Authority license.
Malta offers separate B2C Gaming Service and B2B Critical Gaming Supply authorizations, with the appropriate structure depending on the operator’s activities and products. The available permissions are explained in our guide to Malta gaming license types and game classifications.
An MGA license does not authorize an operator to serve players in Italy and cannot replace an Italian ADM concession. It may provide a European entry point for other markets where the operator is legally permitted to offer its services.
Preparing for the Next Licensing Opportunity
The current Italian tender is closed, and the new concessions are expected to remain in place for approximately nine years. This section is therefore relevant to existing concessionaires, businesses considering compliant partnerships with licensed operators, and companies preparing for a future Italian or European licensing opportunity.
Corporate Structure and Compliance Readiness
Existing concessionaires should regularly review their corporate structure, AML procedures, ISO-related controls, and technical documentation. Companies preparing for a future tender or another European licensing opportunity can use the same process to identify gaps before an application becomes available.
Budgeting for Annual Fees, Guarantees, Testing, and Responsible Gambling
The €7 million license fee is only one part of the total cost. Existing licensees must also budget for financial guarantees, technical testing, responsible gambling contributions, ADM’s annual 3% fee, staffing, and ongoing compliance.
Companies preparing for another jurisdiction should similarly distinguish the regulatory license fee from the total cost of establishing and operating a compliant gambling business.
Maintaining Sports Betting Protocol 5.0 Compliance
ADM’s current Sports Betting Protocol requires faster data exchange, stricter reporting, and full integration with national systems. Existing concessionaires must maintain compliance continuously and ensure that system updates do not affect certification or regulatory reporting.
Using Local Partners
Local tax advisers, payment providers, technical specialists, and legal professionals can reduce administrative and operational difficulties. However, the licensed operator retains ultimate responsibility for regulatory compliance.
AI-Based CRM and Personalization
Retention has become more important because of Italy’s advertising restrictions. AI-driven CRM systems can help operators identify player patterns, personalize permitted communications, and strengthen loyalty. These systems must also support responsible gambling controls and avoid targeting players whose activity indicates potential harm.
Working with Existing Licensees or Entering Another Market
Businesses that did not obtain an Italian concession may consider legally compliant supplier or partnership arrangements with an existing licensee. Alternatively, they may pursue authorization in another jurisdiction suited to their target markets. Neither approach allows an operator to serve Italian players without the required ADM authorization.
Anticipating 2026 and Beyond
As the new licensing cycle progresses, the Italian iGaming market is expected to become more concentrated and closely supervised. With fewer operators, competition is shifting from the number of available brands toward product performance, compliance, technology, and player experience. The companies best positioned to benefit will be those with agile technical systems, strong compliance functions, and a genuine local presence.
Players should also notice the change through larger platforms, stronger protections, and clearer indicators that the operators they use are properly regulated. Technological development continues at the same time, with live betting, mobile-first interfaces, artificial intelligence-driven personalization, and potential future advertising reforms creating new ways for brands to engage with players.
From an operator’s perspective, the nine-year concessions require a long-term commitment. Entry costs are high, but successful concessionaires gain access to a large regulated market with fewer licensed competitors. For businesses outside the current licensing cycle, the practical options are to prepare for a future tender, establish a compliant relationship with an existing concessionaire, or select another jurisdiction aligned with their target markets.
