Italy Market Report
Te Reorganisation Decree, which was due to be implemented by the end of
2025, has been delayed with a proposed new timeline of August 2026 to give regional governments more time to adapt regulations and finalise budget
allocations. Tere is also some confusion over how the regional governments will distribute their shared taxes to apply to the wide-scale regulatory changes the federal government wants to implement.
THE BIG PLAYERS Te biggest online players in the market include Gruppo Lottomatica, which controls almost a third of the market (30 per cent) with its brands Goldbet, Better, Betflag, Planetwin365, and Totosi. Lottomatica acquired SKS365 in 2024, now called PWO. It offers i-sports, i-gaming, and other online
products such as poker and betting exchange. Te company has two million unique active users. Te group has the largest specialist distribution
network in Italy, with 3,740 PoS in sports betting. In 2024, the company reported total bets of €39.2bn. Of this €24.4bn was generated via its online sector; €3.57bn from its sports betting sector, and €11.1bn from its gaming franchise sector (AWPs, VLTs). Tis resulted in a GGR of €2bn (a 23 per cent
increase on the year previously) – almost 39 per cent from its online sector, 38 per cent from its gaming franchise, and 23 per cent from sports betting. For the H1 2025 Lottomatica reported total bets of €21.8bn (21 per cent more than the same period
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in 2024). Online in particular saw a 34 per cent growth YoY with €14.3bn in bets (€10.7bn in H1 2024) Lottomatica operates 18,395 VLTs and almost
63,500 AWPs. In 2024, there were 138 gaming halls under the direct management of the Lotto- matica group. Not far behind Lottomatica is Flutter Enter-
tainment, which had a 23 per cent share of the market in 2024 with its brands Sisal, Pokerstars, Tombola, and Betfair. Last year Flutter acquired Snaitech – Italian omni-channel operator - from Playtech for €2.3bn, increasing Flutter’s overall market share to around 30 per cent. Snai was said to be the number three online
operator in Italy with a 10 per cent share in 2023 and on average 291,000 monthly players. Te company had a retail presence with more than 2,000 sites. It is believed the future means 30 to 35 com-
panies will control the regulated Italian market, whilst just a handful of these will generate 80 per cent of the online GGR.
THE LAND-BASED SECTOR Although the focus has been on the online sector, the land-based sector is also being evaluated, with the government planning a major restruc- turing. Te Reorganisation Decree, which was due to
be implemented by the end of 2025, has been delayed with a proposed new timeline of August 2026 to give regional governments more time to adapt regulations and finalise budget allocations. Tere is also some confusion over how the re-
gional governments will distribute their shared taxes to apply to the wide-scale regulatory changes the federal government wants to implement. Te Reorganisation Decree aims to standardise
landbased gambling regulations across Italy’s 20 regions and 107 provinces. Planned measures include unified licensing
for retail operators, stricter location rules (distances from schools and churches), mandatory ID checks, a national self-exclusion system, training for op- erators and dealers, and a €100 weekly limit on cash deposits. Regional governments will receive the equivalent
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