ADM extends licensing process as Italy weighs advertising law reform

Italy is revising the framework of its online gambling market, with the Customs and Monopolies Agency (ADM) extending its concession deadline to November 2025 and the government weighing a repeal of the long-standing gambling ad ban—moves that may result in changes to how operators engage with the revised market structure.

Originally set to conclude on September 17, 2025, the ADM has pushed the closing date for its licensing tender to November 12, 2025. The agency said the adjustment was made to manage procedural complexities, citing the volume of documentation and eligibility checks required under the revised regulatory regime.

The ADM reported that it received 52 applications from 46 companies. Licensing activities have generated €365 million ($425.5 million) in direct revenue, exceeding the Ministry of Economy and Finance’s (MEF) projected range of €300–350 million.

According to the ADM, “each successful bidder will be required to submit formal documentation within 35 days of the award and will have six months to go live under the terms of Italy’s new, stricter regulatory regime.”

The ADM and MEF project that Italian online gambling will surpass €5.5 billion ($6.4 billion) in annual gross gaming revenue (GGR) by 2026.

The licensing window included renewals from Italy-based Lottomatica and gambling giant Flutter Entertainment, both securing the maximum allotment of five licenses. Flutter International CEO Dan Taylor told SBC that the group is initiating a multi-million euro “Flutter Edge” project, focusing on technology improvements and cost control measures for its brands SNAI and SISAL. The relaunch of SISAL’s online offering, led by Tombola, is the first step in the initiative.

Other foreign operators seeking to retain or enter the market include Austria’s Novomatic, the UK’s Eurobet and Betpoint, and new entrants such as Stake, DAZN Bet, and Marathonbet. France’s Winamax and London-listed evoke are also participating, the latter operating under the William Hill and 888 brands. Spain’s Cirsa has applied through its E-Play24 platform.

Other established firms such as Betsson, bet365, Stanleybet, and LeoVegas, now under MGM ownership, are also pursuing renewals.

Industry analysts have observed signs that the licensing round may trigger future mergers and acquisitions, though companies are currently focused on completing compliance and documentation requirements.

Outside the licensing process, a separate legislative development may affect the sector’s operating environment. Minister for Sport Andrea Abodi is preparing to introduce a New Sports Law later this year. The proposal may include provisions to revise or repeal the 2018 Dignity Decree, which imposed a blanket ban on gambling advertising and sponsorship.

Operators and sports organizations have argued that the ban redirected advertising revenue away from licensed platforms. According to a group of Serie A clubs, the policy has cost teams approximately €180 million ($209.9 million) in lost sponsorship income since 2019.

Abodi has described the measure as a “blunt populist tool” and said it has deprived Italian sport of investment that could have been used for infrastructure and youth development.