SBC News Voice of the Sports Betting Industry
Italy’s online gambling sector continues to accelerate at a double-digit momentum as the latest statistics indicate that the market reached a GGR size of €5bn in 2024.
Though yet to be confirmed by ADM, Italy’s Customs and Monopolies Agency, the 2024 result of €5bn indicates an 11% year-on-year GGR increase from the 2023 total of €4.5bn.
GGR growth reflects a 12% increase in Italian online gambling wagering, as total turnover rose from €65bn to €73bn in 2024.
Of significance, the online gaming segment of Italian gambling is projected to reach a GGR of €3.2bn (+16%), accounting for online casino, table games, bingo, and poker.
Entering 2025, the Milan-based giant Gruppo Lottomatica has accumulated a market share of 29%.
2024 was a transformative year, as Lottomatica listed on Borsa Milan in March. Over the year, Lottomatica gained a further 9% market share, operating an expanded portfolio that includes Goldbet, Betflag, Planetwin365, and Totosì.
Lottomatica, however, faces stiff competition from Flutter International, which holds a 22.7% market share through its catalogue of brands, including Sisal, PokerStars, Tombola, and Betfair.
Looking ahead to 2025, Flutter expects to increase its market share by 7-8% through the €2.3bn acquisition of Snaitech from Playtech Plc. Currently under competitive review, Flutter aims to finalise its Italian buyout by June, securing control of Snaitech’s online platform and 2,047 gaming points.
Though retail betting is largely seen as a battle between Lottomatica and Flutter, analysts believe there is still room for manoeuvre in the online betting sector, which continues to expand.
In 2024, the total Gross Gaming Revenue (GGR) for online betting, including sports, virtual, and horse racing, increased by 11% to €1.843 billion, while total turnover grew by 12% to €16 billion.
Lottomatica Group led the market, reporting €574 million in GGR (+18%), securing a 31.1% market share. Flutter followed closely with an 18% market share, which is expected to grow significantly after its acquisition of Snaitech (12.2%) by mid-2025.
Meanwhile, Entain’s market share declined from 11.1% to 10.3%, facing increased competition. Bet365 maintained the highest turnover, exceeding €3 billion, with a GGR of €177 million.
Italy’s online gaming sector is preparing for an imminent regulatory shift, with a new licensing process set to commence. Bids for the €7 million concessions will be accepted from 31 March to 31 May, with the ADM expected to award licences by July.
The procedure must be finalised by 17 September. However, ongoing legal proceedings may affect the process, as the Lazio Regional Administrative Court is set to rule on the top-up online agencies list in the coming weeks. Additionally, appeals to suspend the online bidding process will be heard by the court on 7 May.
As regulatory changes unfold and competition intensifies, the Italian online betting landscape is poised for further transformation in the coming months.
