Italy on the Verge of Change: How the New Licensing Reform Is Rewriting the Rules of Online Betting

What’s Changing

• The Italian regulator ADM (Agenzia delle Dogane e dei Monopoli) has approved 46 operators who passed the first phase of the new licensing process.
• The cost of a license has skyrocketed from around €200,000 to €7 million per brand, with each license valid for nine years.
• Each license is now tied to a single domain — meaning “skins” and multi-brand websites are no longer allowed.
• Existing licenses will expire on September 17, 2025, with a transition period extended until March 2026 to give operators time to adapt.
• In addition, a new “cybersecurity shield” will block unlicensed operators’ websites, particularly on public Wi-Fi networks and in shared spaces.

Why It Matters for the iGaming Industry

These aren’t just regulatory updates — they represent a complete shift in how Italy approaches online gambling. The new framework sets a higher bar for financial stability, compliance, and transparency. Here’s what’s likely to change:

Market consolidation. With such a sharp increase in license costs, smaller operators will struggle to keep up. This will lead to a more concentrated market dominated by established, well-capitalized brands.

Greater player trust. Tighter rules around data protection, payment security, and platform monitoring are likely to improve consumer confidence. Over time, this could redirect traffic away from unlicensed operators and toward regulated ones.

Affiliate strategy realignment. Affiliates now need to carefully assess which operators they promote. Brands that secure the new licenses and can demonstrate compliance will be the most stable and profitable partners. Those who align early with licensed operators will likely enjoy better deals and more consistent revenue streams.

Regulatory barriers and rising costs. The increased license fee and complex compliance demands mean higher entry barriers. This may discourage operators with low margins or limited infrastructure, further accelerating market consolidation.

The Takeaway

Italy is clearly betting on quality over quantity. The licensing reform will likely result in a smaller but more resilient market.

For operators, it’s a chance to prove credibility and long-term vision. For affiliates, it’s the right moment to re-evaluate partnerships and focus on reliable, fully licensed brands that meet modern compliance and security standards.

If the reform succeeds, Italy could become a blueprint for what the future of European iGaming regulation looks like — stricter, more responsible, and ultimately safer for both operators and players.