In 2025, Betsson will double down on its investment in Italy’s reorganised gambling sector. A journey that started with the launch of StarCasino has led to the debut of a new multi-product platform under the flagship of Betsson Italia.
Stefano Tino, Managing Director of Betsson Italy, tells SBC that the upcoming changes in Italy’s reorganisation favour companies willing to disrupt the market’s standard norms of business.
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SBC: Hi Stefano, can you detail to SBC audiences Betsson’s unique journey in Italian online gambling, a market that has undergone much disruption since being regulated in 2011?
Stefano Tino: Betsson Group entered the Italian market in 2011 with StarCasino, which quickly became a leading name in online casino entertainment. Over time, we expanded StarCasino into a multi-product platform, building on its success and consistent growth. In July 2024, we further strengthened our presence with the launch of our flagship brand, Betsson.it, focused on providing a premium sports betting offering.
Complementing this, we’ve introduced Betsson.sport, supported by high-profile partnerships such as Francesco Totti as brand ambassador and Inter Milan sponsorships, further showcasing our deep commitment to the Italian market.
SBC: So why does Betsson have such a favourable view of the Italian market… a market which has proved difficult for foreign operators to succeed in?
ST: The Italian market presents unique challenges, including strong local competition that has been established for many years, as well as complex regulations. However, Betsson has built a strong foundation in the market through our work with StarCasino, gaining the necessary insights and expertise over more than a decade. By establishing a dedicated local team and investing in technical knowledge and human resources, we’ve tailored our approach to meet the specific needs of the Italian market. This focus on local expertise and adaptability has enabled us to overcome challenges and position ourselves for long-term success.
SBC: How have you observed the Italian government’s regulatory resolution to online gambling in 2024? How do these settlements reshape the market for competitors?
ST: The regulatory changes introduced in 2024 were transformative for the Italian market and will likely be remembered as a defining moment in the industry’s evolution. Key updates included policies on sportsbook bonuses, the acceptance of responsible gaming advertising, a new license cost of 7M euro, accompanied by a 0.5% tax increase and a concession fee rise to 3%. Additionally, the regulation of PVRs brought significant operational adjustments for many businesses.
While most operators have extended their concessions and appear ready to participate in the new tender process, potential appeals could delay or disrupt progress. This climate of uncertainty adds complexity to business planning. However, the operators that can adapt quickly and interpret these changes rightly will come out ahead.
SBC: Despite customers transitioning to online platforms, Italian gambling is a mature market. What are Betsson’s realistic growth targets in Italy for the forthcoming years?
ST: While the Italian market appears mature from the outside, there is still significant room for growth, especially in the online casino sector, which has been growing at 18% year-on-year, and the sports betting market, which has seen 6.7% annual growth.
A mature market is typically one where growth and innovation plateau, but Italy is far from that. Innovations like bet builder, already popular in other markets, offer opportunities for growth in sports betting. Similarly, the online sector still has room to penetrate land-based channels, creating additional growth potential. At Betsson, we are committed to investing in solutions that meet the evolving needs of Italian players.
SBC: Are you optimistic that the government will review the restrictions of the Dignity Decree imposed on Italian gambling and media since 2018?
ST: There has already been progress in 2024, with the government allowing responsible gaming campaigns under operator branding. This is a significant development, demonstrating a willingness to collaborate with the industry.
While challenges remain, we are optimistic that future adjustments will strike a balance between political priorities and the needs of both the industry and consumers. Clearer and more supportive regulations could provide the foundation for sustainable growth, and we believe Betsson is well-positioned to contribute positively to this dialogue.
SBC: Are you anxious about M&A movements by competitors that further reshape the competitive dynamics of Italy’s online gambling marketplace?
ST: Not at all. While mergers and acquisitions can increase the scale of certain groups, they don’t always translate into market-changing dynamics.
At Betsson, we focus on setting our own benchmarks by continuously improving and innovating. The mindset I instil in my team is simple: ‘Don’t compete to be someone else; focus on being the best version of yourself.’ This philosophy drives our efforts to push boundaries and remain a leader in the Italian market.
SBC: Finally, in 2025… Why is Italy the European market to watch for industry stakeholders?
ST: Italy remains one of the largest and most stable gambling markets in Europe, and 2025 will likely define many of the dynamics that will shape its future. The market is still only halfway through its journey, with ongoing opportunities for growth in both the online and land-based sectors.
Despite complexities and uncertainties, Italy offers a combination of scale, growth potential, and regulatory evolution that makes it a key focus for stakeholders.