Originally set to close on 17 September, the ADM has now moved the concession deadline to 12 November 2025, citing the “volume and complexity” of documentation and eligibility checks under the revised regulatory regime.

The licensing window has already marked a key milestone. In early July, ADM confirmed it had received 46 applications for the new nine-year online gambling concessions, each costing €7 million. With 52 applications filed in total, the process has generated €365 million (US$425.5 million) in direct revenue—exceeding the Ministry of Economy and Finance’s forecast of €300–350 million.

According to ADM, successful applicants must submit final documentation within 35 days of approval and will have six months to go live. The agency, along with the MEF, projects that Italy’s regulated online market could surpass €5.5 billion (US$6.4 billion) in annual gross gaming revenue (GGR) by 2026.

Prominent operators such as Flutter Entertainment and Lottomatica secured the maximum allotment of five licences each. Flutter International CEO Dan Taylor told SBC the group is investing in a major “Flutter Edge” project aimed at enhancing technology and cost efficiency across SNAI and SISAL. The first step is a relaunch of SISAL’s online platform, led by Tombola.

Other applicants include Eurobet, Betpoint, Novomatic, Stake, Marathonbet, DAZN Bet, and Spain’s Cirsa (through E-Play24). France’s Winamax and UK-based evoke (operating William Hill and 888 brands) are also participating, alongside established players like Betsson, bet365, Stanleybet, and LeoVegas (now under MGM ownership).

While the market moves toward consolidation and tighter oversight, observers expect the current round may also set the stage for future mergers and acquisitions. However, most operators remain focused on meeting compliance deadlines.

In parallel, the broader policy landscape is shifting. In mid-July, Italy’s Minister for Sport, Andrea Abodi, formally introduced the New Sports Decree—a sweeping policy package designed to modernise Italy’s sports infrastructure and reopen commercial pathways, including the possible return of gambling sponsorships.

This legislative push follows growing pressure to repeal the 2018 Dignity Decree, which imposed a blanket ban on gambling advertising and sponsorships. Operators and Serie A clubs have long criticised the policy, arguing it drove advertising revenues into unregulated channels and cost professional teams an estimated €180 million (US$209.9 million) in lost sponsorship income since 2019.

Abodi has openly questioned the effectiveness of the ban, describing it as a “blunt populist tool” that deprived Italian sport of critical investment. “The measure has limited our ability to invest in infrastructure and youth development,” he said, signalling a potential policy reversal.

More details on the proposed reforms are expected during the autumn legislative session, with industry stakeholders closely watching the debate’s outcome.