The Italian gambling market is facing its most extensive transformation since decades. After years of restrictions and regulatory uncertainty, the country is entering a new phase, with a deep licensing reform and increased institutional control, and there is already serious interest from global operators. The question is no longer whether the sector will change, but how this change will reshape the market.

Regulation as a framework, not a brake

The new legislative package for reorganization of the industry, supported by the government of Giorgia Meloni and presented by the Italian state regulatory authority ADM, imposes significantly higher requirements on license applicants – financial guarantees, certified platforms, transparent ownership and full integration with state reporting systems. This aims a better consumer protection, but it also leads to another effect – the market naturally begins to transform towards mergers and acquisitions.

A „safety shield“ for an online market

At a time when the black market is considered the biggest challenge facing the gaming industry worldwide, the government of The Boot is determined to act in a coordinated manner to protect the legal market which generates billions of euros into the state treasury. The Ministry of Economy and Finance, together with ADM and the state IT provider SOGEI are developing a mechanism to protect the legal online market from illegal operators. This project is considered a unique initiative within the European Union and includes coordinated measures in the banking, IT and telecommunications sectors.

A change in the advertising and sponsorship restrictions

One of the most discussed parts of the reform is the revision of existing restrictions on gambling advertising and the repeal of the practical ban imposed in 2018. Nearly 8 years ago, it was sharply criticized as it imposed a ban on all forms of advertising and sponsorship. 

Although there is no final decision, the very fact that the topic is back on the agenda is changing the market’s expectations. The process of developing the new rules is being led by Sports Minister Andrea Abodi in coordination with the Italian National Olympic Committee and football leagues. 

Experience from other countries shows that restrictive bans rarely achieve their goal and often lead to the growth of the unregulated market. That is why a more flexible, but strictly controlled, easing of the regulatory requirements for advertising can strengthen the legal sector and preserve tax revenues without compromising the public objectives.

Lessons for Europe and the parallel with Bulgariaия

Comparison with other markets is inevitable. While Italy seeks a balance between control and sustainability, Bulgaria and several other countries are witnessing a trend towards increasingly strict regulatory restrictions. The lesson from Europe, however, is clear – overregulation without effective implementation and economic logic does not lead to a brighter sector, but quite the opposite. The Italian reform shows a more pragmatic approach – a strong role of the regulator, high standards for market access, but also awareness that the legal sector must be viable enough to neutralize the illegal one.

Italy is entering a crucial moment for its gambling market. Consolidation seems inevitable and with the right regulation, it could lead to more stable operators, better consumer protection and more effective control.

Source: 24 chasa.