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.
1. The ADM Framework: A Quick Overview
From AAMS to ADM
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:
- granting and revoking online gaming licences
- enforcing AML (Anti-Money-Laundering) protocols
- auditing betting platforms, odds systems, and RNG fairness
- protecting consumers through safer-gambling obligations
2. The 2025 Licensing Restructure: Fewer Operators, Higher Standards
A market moving from 400+ sites to 52 licences
In 2025, Italy introduced a new online gaming tender designed to streamline the market. The key outcomes were:
- A new licence priced at €7 million
- Only 46 operators approved across 52 licences
- ADM limiting operators to one official domain, reducing confusion
- stricter technical, KYC and AML requirements aligned with EU recommendations
This mirrors trends in other major regulated markets.
For example:
- Egba.eu shows Europe-wide compliance standards
- ANJ.fr provides transparency around French licensing
- UKGC outlines Britain’s regulatory model
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.
Advertising restrictions & player safety
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 Major ADM-Licensed Operators Today
The Italian gambling market is dominated by a mix of historical national brands and international powerhouses.
Legacy giants with retail roots
- SNAI / Snaitech – strong shop network, excellent local sports coverage
- Sisal – operator of lotteries, retail payments, and sports betting
- Lottomatica / Better / Goldbet – a cluster of brands with long-standing street presence
- Eurobet – popular for its football markets, promos, and mobile-first UX
- Planetwin365 – competitive football odds & virtuals
The multibrand model around Goldbet shows how operators segment user types—some prefer retail interaction, while others rely entirely on mobile betting.
International platforms operating with Italian licences
- bet365.it – world leader in live betting & streaming
- Betfair.it – sportsbook + exchange heritage
- William Hill, LeoVegas, Betsson – globally recognised brands adapted to ADM standards
And in the casino-first category:
Both prioritise slot and table games but follow ADM’s regulatory playbook like all others.
4. Comparing ADM Operators: What They Offer
Odds, Markets & Live Betting
ADM bookmakers generally offer:
- football, basketball, tennis, volleyball and Formula 1
- extensive live betting (“live”)
- cash-out on key markets
- combo & system bets
- virtual sports
Competition is strongest in football, where operators such as Planetwin365 and Eurobet often try to differentiate through enhanced odds or combos.
User Experience, Apps & Payments
Top ADM operators now align with international UX standards:
- fast apps for iOS/Android
- PayPal, cards, bank transfers, e-wallets
- retail deposits/withdrawals for legacy operators like SNAI, Lottomatica and Sisal
- streaming of Serie A, tennis, NBA and more (subject to rights)
Their drive toward fast payouts and mobile usability mirrors the trends seen in markets such as:
- Ontario, regulated by iGaming Ontario (Canada): https://www.ontario.ca/page/igaming-ontario
- Malta, via the MGA licensing model
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.
Table 2 — Feature Comparison
| 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.
6. Choosing an ADM Operator: Practical Advice
When selecting a bookmaker in Italy:
- Check that the site is ADM-licensed.
- Compare live betting, streaming, cash-out and UX.
- Match the operator to your style (e.g., live bettors tend to prefer Bet365 or Betfair)
- Consider whether you need retail support, offered by SNAI, Lottomatica, Sisal.
- Don’t overlook responsible-gambling tools.
To compare all leading options, you can consult a curated list of betting sites in Italy.
Conclusion: A More Selective but Stronger Market
Italy’s ADM-licensed ecosystem is becoming:
- Smaller in number but higher in quality.
- More aligned with global regulatory benchmarks.
- Safer for players thanks to stronger AML, KYC and safer-gambling rules.
- More competitive in product quality and UX.
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.