Italy’s regulated betting landscape has changed dramatically in recent years, reshaped by stricter rules, higher licensing standards, and a consolidation of operators. Brands such as SNAI, Sisal, Lottomatica, Eurobet, Planetwin365, bet365 and Betfair have become the central pillars of the ADM-licensed ecosystem. Meanwhile, newer or more specialised operators—including casino-first platforms such as Starvegas and Admiralbet—coexist under the same regulatory umbrella, even if sports betting is not their main focus.
This article examines how the new model works, what each operator brings to the table, and how Italy compares with other regulated betting markets worldwide.
Italy’s gambling market is one of the most tightly supervised in Europe. The shift from AAMS to ADM (Agenzia delle Dogane e dei Monopoli) marked a major evolution toward a more transparent system. ADM’s role includes:
In 2025, Italy introduced a new online gaming tender designed to streamline the market. The key outcomes were:
This mirrors trends in other major regulated markets.
For example:
All these reflect a global shift toward stronger consumer safeguards rather than operator quantity. And while the UK has extremely strict compliance rules, there are regulated and best British betting sites that the player can trust and use.
Italy’s well-known “Decreto Dignità” introduced an almost total ban on gambling advertising. Comparable restrictions can be found in Australia, where ACMA maintains close oversight on gambling ads
Meanwhile, AML oversight in Italy aligns with global strategies promoted by UNODC.
The Italian gambling market is dominated by a mix of historical national brands and international powerhouses.
The multibrand model around Goldbet shows how operators segment user types—some prefer retail interaction, while others rely entirely on mobile betting.
And in the casino-first category:
Both prioritise slot and table games but follow ADM’s regulatory playbook like all others.
ADM bookmakers generally offer:
Competition is strongest in football, where operators such as Planetwin365 and Eurobet often try to differentiate through enhanced odds or combos.
Top ADM operators now align with international UX standards:
Their drive toward fast payouts and mobile usability mirrors the trends seen in markets such as:
Snapshot of Key ADM Operators (Sports Focus)
| Operator | Strengths | Retail Presence | Typical User |
| SNAI | Italian sports depth, live betting | Very strong | Traditional bettors |
| Sisal | Lotteries + betting ecosystem | Strong | Cross-product players |
| Lottomatica | Football-heavy, multiple brands (Goldbet) | Strong | Football-focused |
| Eurobet | User-friendly app, combos, promos | Strong | Mobile-first |
| Planetwin365 | Strong football odds | Medium-strong | High-volume bettors |
| bet365.it | Best-in-class in-play + streaming | None | Live betting specialists |
| Betfair.it | Exchange roots | Limited | Value-seeking bettors |
Comment: Table reflects general positioning, not official ADM ranking.
| Operator | Live Betting | Streaming | Cash-Out | App Quality | Payments |
| SNAI | Strong | Yes | Yes | Solid | Cards, PayPal, shop |
| Lottomatica | Strong | Yes | Yes | Solid | Cards, bank |
| Eurobet | Strong | Good | Yes | Very good | Cards, PayPal |
| bet365.it | Excellent | Strong | Yes | Very good | Cards, e-wallets |
| Betfair.it | Excellent | Good | Yes | Good | Cards, e-wallets |
Comment: Features vary over time; always verify directly on operator websites.
When selecting a bookmaker in Italy:
To compare all leading options, you can consult a curated list of betting sites in Italy.
Italy’s ADM-licensed ecosystem is becoming:
As other markets—Canada (Ontario), France, Brazil, Chile—move toward similar structures, Italy fits into a global trend: betting markets that prioritise player protection, transparency, and responsible innovation.
