Italy Online Gambling Market Research Report By Type (Online Bingo, Betting, Lottery, Casino, Poker) and By Device (Desktop, Mobile)-Forecast to 2035

Italy Online Gambling Market Overview

As per MRFR analysis, the Italy Online Gambling Market Size was estimated at 1.66 (USD Billion) in 2023. The Italy Online Gambling Market is expected to grow from 1.82(USD Billion) in 2024 to 4.04 (USD Billion) by 2035. The Italy Online Gambling Market CAGR (growth rate) is expected to be around 7.525% during the forecast period (2025 - 2035).

Key Italy Online Gambling Market Trends Highlighted

The Italy Online Gambling Market has seen significant trends in recent years, driven by increasing internet penetration and smartphone usage. There is a growing acceptance of online gambling as a mainstream activity, particularly among younger generations. The legalization and regulation of online gambling have also played a pivotal role in this shift, making it a safe and legitimate option for consumers. The Italian government has implemented strict regulations and licensing requirements to ensure consumer protection and responsible gambling, which has boosted public confidence in online platforms.

Opportunities in this market are emerging as operators explore various avenues for engagement.Innovations in technology, such as live dealer games and virtual reality experiences, present a chance for companies to differentiate themselves in a competitive landscape.

Additionally, with the increasing popularity of esports and online sports betting, there is potential for platforms to cater to niche markets. Italian gamblers are also showing a preference for localized content and personalized experiences, which creates an opportunity for operators to tailor their offerings to align with cultural preferences. Recent trends indicate a shift towards mobile gambling, with a significant number of players favoring apps over traditional desktop platforms.

Moreover, promotions and loyalty programs are becoming essential for retaining customers as competition intensifies. As consumer behavior continues to evolve, focusing on responsible gaming practices and ensuring fair play will remain crucial. The convergence of technology and gambling continues to reshape the landscape, presenting both challenges and opportunities for stakeholders in the Italy Online Gambling Market.

Source: Primary Research, Secondary Research, MRFR Database, and Analyst Review

Italy Online Gambling Market Drivers

Increasing Technological Advancements

The Italy Online Gambling Market is witnessing rapid technological advancements, significantly boosting market growth. The proliferation of high-speed internet and the increasing use of smartphones have revolutionized the way gambling is accessed and enjoyed.

According to the Italian Communications Authority (AGCOM), the number of broadband connections in Italy reached approximately 24 million in 2021, demonstrating a robust increase compared to previous years.This enhancement in connectivity allows users to access online gambling platforms seamlessly, encouraging higher participation rates.

Additionally, innovations in secure payment systems and digital wallet services have provided a secure transaction environment, further driving user engagement. Established organizations like Lottomatica, a leading player in the online gambling sector in Italy, are leveraging these technological advancements to streamline operations and improve user experience, thus fostering growth in the Italy Online Gambling Market.

Regulatory Support for Online Gambling

The regulatory framework surrounding the Italy Online Gambling Market has evolved to support growth and innovation in the sector. The Italian government has implemented a structured legal environment that enables various online gambling services while ensuring player safety and regulatory compliance.

Recent regulatory changes by the Agenzia delle Dogane e dei Monopoli (ADM), the Italian revenue agency, have streamlined licensing processes, making it more appealing for new operators to enter the market.In 2022, several new licenses were issued, reflecting a 35 percent increase compared to 2021 figures. This facilitation attracts competition and investments from both domestic and international operators, which in turn enhances market offerings and attracts more participants, thereby contributing to the growth of the Italy Online Gambling Market Industry.

Surge in Mobile Gambling

Mobile gambling is becoming increasingly popular within the Italy Online Gambling Market, driven by the high penetration of smartphones and mobile devices in the region. As per recent reports, mobile usage in Italy reached over 82 percent of the population in 2022. This surge encourages more players to engage in online gambling through mobile applications, providing convenience and accessibility.

Major players like Sisal and Bet365 have optimized their platforms for mobile use, enhancing user experience and engagement.This shift towards mobile gambling is likely to continue, with projections indicating that mobile gambling could represent over 60 percent of the total online gambling market by 2030, indicating a significant opportunity for growth in the Italy Online Gambling Market Industry.

Italy Online Gambling Market Segment Insights

Online Gambling Market Type Insights

The Italy Online Gambling Market has seen considerable attention with various types contributing to its dynamic landscape. The segment of online betting remains pivotal, showcasing the country's affinity for sports and various betting opportunities that cater to local preferences, enhancing user engagement and driving revenue. Online bingo has garnered a robust following, drawing players with its simplicity and social interaction, making it a popular choice among diverse demographics.

The online lottery segment thrives on the allure of jackpot draws and ease of access, providing Italians with opportunities to participate in national and international lotteries from the comfort of their homes.Casinos also play a significant role, with the ability to offer immersive experiences through live dealer platforms and a wide range of games that attract both novice and seasoned gamblers alike.

Poker, with its competitive nature and skill-based gameplay, appeals to a dedicated player base looking for strategic engagement and social interaction with peers. Each type within the Italy Online Gambling Market not only caters to specific player preferences but also represents a unique revenue stream, reinforcing the overall market's growth and vibrancy.

As compliance with regulations shapes the operational landscape, the interplay between these types continues to evolve, with innovative approaches to games and user experiences providing ample opportunities for market expansion. The significance of each type emphasizes the diverse interests of Italian consumers. It reflects broader global trends in online gaming, ensuring that this market remains a focal point for growth and development.

Source: Primary Research, Secondary Research, MRFR Database, and Analyst Review

Online Gambling Market Device Insights

The Device segment of the Italy Online Gambling Market plays a crucial role in shaping consumer preferences and accessibility within the industry. With a significant increase in digital penetration and smartphone usage, mobile devices have witnessed remarkable growth, allowing users to engage in online gambling from anywhere at any time. As a result, mobile platforms are now a dominant force, providing convenient access and a tailored user experience.

Conversely, desktop devices continue to serve as a reliable option for users who prefer a larger screen and comprehensive functionality for gaming and betting activities.This dual reliance on both mobile and desktop devices highlights the flexibility in user behavior, catering to diverse preferences in gaming experiences. The Italy Online Gambling Market revenue is directly influenced by these device trends, reflecting a shift in consumer expectations towards instant and efficient service delivery.

As technology evolves, the introduction of innovative features in both segments, such as live betting and interactive graphics, further enhances user engagement. This trend is supported by Italy's strong digital infrastructure advancements, allowing for seamless online experiences, which collectively underscores the importance of the Device segment in the growing Italy Online Gambling Market.

Italy Online Gambling Market Key Players and Competitive Insights

The Italy Online Gambling Market is characterized by rapid growth and increasing consumer engagement, driven by technological advancements and regulatory developments. Traditionally a region with a strong gambling culture, Italy has seen a significant increase in online platforms offering a variety of gaming options, including sports betting, casino games, and poker. As of now, the market landscape is competitive, with numerous local and international players vying for market share. This competitive environment fosters innovation, with companies constantly enhancing their offerings to attract a diverse audience.

The market is further influenced by evolving consumer preferences, demand for mobile gaming solutions, and the need for robust regulatory frameworks to ensure a safe gambling experience.Bet365 has established a strong foothold in the Italian online gambling market, bolstered by its broad portfolio of betting services and a user-friendly platform that caters to local preferences.

The company’s strengths lie in its comprehensive sports betting options, live streaming capabilities, and competitive odds, which appeal to a wide array of punters. Furthermore, Bet365's commitment to enhancing customer experience through promotional offers and a user-centric approach has solidified its presence in Italy. The local adaptation of its services, including support for the Italian language and regional payment methods, demonstrates its focus on catering to the specific needs of Italian users.

The company has effectively leveraged its brand recognition and technology to maintain a prominent position in this dynamic market.Betfair's innovative exchange betting platform and robust brand recognition have made it a significant participant in the Italian online gambling market. In contrast to conventional bookmakers, Betfair enables users to establish their odds and compete against one another, thereby establishing a transparent and dynamic marketplace that is particularly appealing to seasoned bettors.

The platform's user base in Italy has been further fortified by its consistently high liquidity, seamless mobile integration, and extensive selection of sports markets. Betfair's reputation in a highly regulated environment is bolstered by its commitment to responsible wagering tools and adherence to Italy's ADM regulations. Betfair maintains a competitive advantage in Italy's evolving digital wagering landscape by strategically marketing and leveraging its global technology infrastructure to entice both casual and professional gamblers.

Key Companies in the Italy Online Gambling Market Include

• Bet365
• Sisal
• LeoVegas
• William Hill
• Microgame
• Ladbrokes
• Betfair
• Snai
• Bwin
• 888 Holdings
• Lottomatica
• Unibet

Italy Online Gambling Market Industry Developments

Recent developments in the Italy Online Gambling Market have shown a steady growth trajectory, driven by increased digital adoption among consumers Italy's ADM issued a new IT compliance checklist on April 7, 2025, that significantly altered the concession landscape for operators by prohibiting "skin" betting platforms and tightening real-time surveillance and data integrity requirements. On September 17, 2024, Flutter Entertainment finalized its €2.3 billion acquisition of Snaitech, which increased its market share in Italy to approximately 30% and solidified its position in conjunction with Betfair and Sisal.

In terms of mergers and acquisitions, the market has seen significant activity; for instance, in March 2023, Codere announced its acquisition of a significant portion of a local competitor, bolstering its market presence. As part of ongoing trends, LeoVegas successfully launched its operations in Italy, expanding its portfolio in September 2023, which is expected to enhance competition among companies like Betfair and Ladbrokes. Overall, the market is adapting to new consumer preferences and regulatory landscapes, enhancing the digital gambling experience in Italy.

Italy Online Gambling Market Segmentation Insights

Online Gambling Market Type Outlook

• Online Bingo
• Betting
• Lottery
• Casino
• Poker

Online Gambling Market Device Outlook

• Desktop
• Mobile

 

Report Attribute/Metric Source:	Details
MARKET SIZE 2023	1.66(USD Billion)
MARKET SIZE 2024	1.82(USD Billion)
MARKET SIZE 2035	4.05(USD Billion)
COMPOUND ANNUAL GROWTH RATE (CAGR)	7.525% (2025 - 2035)
REPORT COVERAGE	Revenue Forecast, Competitive Landscape, Growth Factors, and Trends
BASE YEAR	2024
MARKET FORECAST PERIOD	2025 - 2035
HISTORICAL DATA	2019 - 2024
MARKET FORECAST UNITS	USD Billion
KEY COMPANIES PROFILED	Bet365, Tipico, Codere, Sisal, NetBet, LeoVegas, William Hill, Microgame, Ladbrokes, Betfair, Snai, Bwin, 888 Holdings, Lottomatica, Unibet
SEGMENTS COVERED	Type, Device
KEY MARKET OPPORTUNITIES	Mobile gambling app development, Live dealer gaming expansion, E-sports betting integration, Crypto payment options adoption, Enhanced regulatory frameworks compliance
KEY MARKET DYNAMICS	regulatory environment, mobile gambling growth, competition among operators, player preferences, payment processing innovations
COUNTRIES COVERED	Italy