4H AGENCY
This market overview was prepared by Ivan Kurochkin, Head of Eastern Europe Desk, Partner and one of the founders of 4H Agency.
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Annual license fee amounted to three per cent GGR
Required security bond or surety in amount of: either a fixed fee of US$580,000, or eight per cent of annual license fee, or eight per cent of gaming accounts’ balance, whichever is higher
Land-based sports betting licence Considering that there were no recent tender processes for licenses issuance, it is impossible to indicate the cost and term of the licenses.
Slot machines licence Considering that there were no recent tender processes for licenses issuance, it is impossible to indicate the cost and term of the licences.
KEY ADVERTISING RESTRICTIONS Gambling advertising in Italy has been subject to a near-total ban since 2018 under the “Dignity Decree,” which prohibited all forms of gambling-related advertising and sponsorships. Te restriction was intended to reduce problem gambling but has since faced criticism for strengthening the unregulated market and disadvantaging licensed operators.
In early 2025, the Italian Senate’s Culture Commission urged the government to review and potentially ease the ban, acknowledging its unintended negative effects.
If the government proceeds with a partial lift, allowing controlled advertising and sponsorships for licensed operators, it would mark a major shift for the industry. Tis possible reform, combined with the recent issuance of new online gambling licenses, offers cautious optimism that
Online casino
TAXES AND FEES PAID UNDER GAMBLING LAWS VERTICAL GAMBLING TAX 25.5% GGR
Online sports betting 24.5% GGR Land-based sports betting
Racing Slot machines 18% GGR for fixed
odds betting 20% on stakes for totalizator 33,84% GGR for competitions
43% GGR 15% on stakes for V7
24% on turnover for AWPs slots 8.6% on turnover for VLTs slots
Italy may soon align with other European jurisdictions that permit responsible, regulated gambling promotion.
LOCAL MARKET SPECIFICS
Italy’s gambling regulation is complex and highly stringent, unlike the broader European regulatory approach. Te state maintains a complete monopoly over land-based casinos, while all other gambling verticals operate under a concession system granted through periodic public tenders. Tis structure significantly limits market accessibility and competition, making entry opportunities both costly and infrequent.
Even the slot amusement machine sector is tightly controlled: “NewSlots” (amusements with prizes, or AWPs) are limited to a €1 maximum stake, a minimum four-second game duration, a €100 prize cap, and an RTP of at least 75 per cent. – they cannot imitate poker or similar games, while video lottery
terminals (VLTs) are allowed to operate only when connected to an authorised central system.
In practice, operators that already hold Italian licenses have a clear advantage in future tenders, as incumbents are generally prioritised over new entrants. Combined with unclear financial requirements, a continuing ban on gambling advertising, and a conservative regulatory approach, Italy presents a challenging environment for newcomers.
However, one of the market’s strengths lies in its treatment of B2B providers. Platforms and aggregators are not required to hold local licenses but must be disclosed to the regulator by their partner operators. Tis creates viable opportunities for technology suppliers and content providers to collaborate with licensed operators. Given these conditions, market entry for B2B providers remains the most accessible and attractive path into Italy’s tightly controlled gambling ecosystem.
After 10+ years’ experience in consulting every type of clients from the testing laboratories to global operators and B2B providers on a variety of matters related to the gambling operations, Ivan has proven himself to be a business- oriented
WINNING TAX
25% of winnings exceeding ~US$ 30
multi-jurisdictional advisor for entering new markets across the globe. His background helps him to choose the best and most efficient scenarios for expansion to new market or for bringing existing operations of the Agency’s clients to a significantly new level.
If you are considering venturing into the markets of CIS countries or seeking expert advice on navigating the complexities of the gambling industry, Ivan is the go-to person. Take action now and reach out to Ivan to explore how 4H Agency can support your endeavours in the vibrant and evolving landscape of the CIS region.
4H Agency is a global gambling advisory. We provide expert guidance to B2C operators and B2B providers, spanning market insights, payments, product localisation, regulations, licensing, public affairs, and more.
ik@4h.agency
t.me/Ivan_Kurochkin https://4h.agency
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