Italy Cuts Online Betting Sites from 407 to 52 — What Affiliates Need to Know

The move, led by the Italian Customs and Monopolies Agency (ADM), aims to simplify the market, increase transparency, and improve player protection. The Italian online betting market is huge, worth around €21 billion, so these changes are bound to shake things up.

One of the most significant shifts is that each operator will now be allowed only one site. This effectively ends the era of “skin sites” — the smaller platforms that affiliates often promoted to resell licensed products. Players will also see stricter rules for deposits and betting limits, and operators must make it easy for users to set these limits directly on their platforms.

The consolidation means that 46 companies will manage the 52 remaining sites, with some operators handling multiple brands. For instance, Flutter Entertainment will continue running Sisal, Snaitech, and Betfair Exchange under Italian domains.

So, what does this mean for affiliates? First, the reduced number of sites limits opportunities for those working with multiple “skin” platforms. Affiliates now need to be even more careful about which programs they choose, ensuring partners are fully licensed and compliant with new rules. This is also the time to focus on quality traffic and long-term player engagement rather than just volume, as operators will increasingly value responsible and sustainable marketing.

In short, Italy’s gambling market is consolidating and maturing. Affiliates who adapt quickly, choose compliant partners, and prioritize quality over quantity will be best positioned to thrive in this new landscape.