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The world of online casinos in Italy: brands, market shares and legal limitations
Which are the best online casinos in Italy?
In this article we are going to find out which are the best online casinos in Italy, but also the limitations resulting from the regulations enforced within the Italian territory surrounding the promotion of businesses operating in the world of online betting.
Having said that, Italian casinos are regulated by the Italian Customs and Monopolies Agency (ADM), which means that all legal casinos authorised to operate are ADM-AAMS certified. In order to receive this certification, online casinos in Italy must pass a series of strict controls and must also make a significant financial investment.
There are many legal online Italian casinos, and here you can find a full detailed comparison of the best online casinos in Italy.
Are there international brands operating online casinos in Italy?
Many international brands operate their online casinos in Italy, among them we can find:
- William Hill: Founded in 1934, William Hill has become one of the largest sports betting and gaming organisations in the world and is the UK’s number one organisation with more than 2,300 corners in the UK and Ireland. Back in 1998 William Hill was one of the first to launch online betting and gaming services and
today their platform supports over 21 languages across more than 175 countries, and the Italian site is licensed by AAMS. From the very beginning the company has been synonymous with fair gaming and professional service. William Hill is also listed as one of the top 250 FTSE companies in London. - PokerStars: PokerStars Casino is owned by Rational Entertainment Enterprises LTD and is part of the Stars Group, a global leader in online gambling. As one of the most famous names in the market, PokerStars has been in the industry since 2001 and is the regular choice for most online poker players. PokerStars Casino was launched in November 2015 as a complement to their booming poker business.
- LeoVegas: LeoVegas is a Swedish online gaming company founded in 2011 by Gustav Hagman and Robin Ramm-Ericson. Since November 2017 it has been present on the Italian casinos market as LeoVegas.it, providing online betting services, and allowing users to play other games such as casino and video slots. The company LeoVegas Gaming Ltd. is a brand of LeoVegas AB, a joint stock company also listed on the Stockholm Stock Exchange and the Nasdaq index.
- Netbet: NetBet is an online sports betting and casino operator which offers various services such as sportsbook, online casino, online poker, and a live casino with offices in the UK, Malta, and Romania.
In addition to the most popular ones there are Italian casinos that are only present in Italy but depend on international brands such as:
- Entain’s Gioco Digitale: Entain plc (formerly GVC Holdings) is a British sports betting and gaming company that owns brands such as Coral, Ladbrokes, PartyPoker and Sportingbet. It also owns one of the best online casinos in Italy, Gioco Digitale launched in 2008, that was the first site to be fully regulated. It immediately positioned itself as a gambling portal for casual users, focusing mainly on products such as casino and bingo.
Italian casinos Brands’ Market Shares
In 2020, the online Italian casinos market saw a strong growth due to the lockdown. As of October 2020 a total of €103.6 million has been spent in this market, an increase of 57.5% from the previous year (€65.7 million in 2019).
But how are these revenues distributed among the best online Italian casinos?
The market data updated to 2020 on Italian casinos saw Pokerstars lead with 11.46%, taking the biggest slice. It was followed by Sisal with 9.06%, Lottomatica with 7.93%, Eurobet with 6.33%, William Hill with 2.64%, and finally LeoVegas with a share of 1.78%.
We can therefore say that the market is led by an international company that operates in most countries under the same name, Pokerstars.
Legal limitations for online casinos in Italy
The online game was regulated in Italy in 2006 with the legislative decree 223/2006. The regulatory system has been appealed several times by operators from other states, but all legal proceedings have confirmed the full validity and applicability of the Italian licensing regime for online gaming.
Any operator licensed anywhere in the EEA, with a minimum gaming turnover of EUR 1.5 million in the last two years and meeting the standard requirements, is in principle eligible to apply for an ADM concession. In general, Italian law gives legal entities the right to apply for a concession for the management of gaming activities, while individuals are not granted the same possibility.
The only way to make such an application is to participate in the public procedures that are announced by the Regulatory Authority. The number of concessions that can be granted for online casinos in Italy is decided by the Government, while the duration of the concessions is established from time to time in the contract concluded between the State and the concession holder.
Currently, the key requirements for Italian casinos are the following:
1. The operator must alternatively have a gaming license issued by any European State (for at least one of the games authorised in Italy) or an adequate technical capacity, i.e. sufficient infrastructure to offer at least one of the games authorised in Italy, and a bank or insurance guarantee of €1,500,000.
2. Minimum share capital of €1,500,000, proven by financial statements for the last two years of activity related to the gaming sector.
3. It is not expressly required that the servers be located in Italy, but they must be located within the territory of a European State.
“Decreto Dignità” and how it affects companies’ promotion
The Decree-Law No. 87 of 2018, also known as the “Decreto Dignità”, introduced an absolute ban on the advertising of games and bets including sponsorships and forms of indirect advertising. In particular, Article 9 concerns the prohibition of any form of advertising, including indirect advertising, relating to games or bets with money winnings, regardless of the medium used, including sports, cultural or artistic events.
Excluded from the prohibition are national lotteries with deferred draws, lotteries and tombolas organised at local level for charity and must include the logos of the Customs and Monopolies Agency. Violations of the regulations are subject to a sanction of 20% of the value of the sponsorship or advertising, with a minimum amount of €50,000 per violation.
The Authority for Communications Guarantees (AGCOM) is the body responsible for imposing sanctions, which go into the Fund for countering pathological gaming. Until 2018, gambling advertising was allowed within certain limits. In particular, the 2016 Stability Law (Legge di Stabilità) had introduced a series of prohibitions with reference to gaming advertising, implementing the principles contained in Recommendation no. 478/2014 of the European Commission.
It was forbidden to advertise excessive gambling, to deny the risks associated with gambling, to advertise gambling as a means of solving financial problems, target or refer to minors, to make unfounded statements about the chances of winning.
It was also prohibited to advertise games with cash winnings on national and local radio and television broadcasts from 7 a.m. to 10 p.m. every day, except specialised media, identified by decree of the Minister for the Economy in agreement with the Minister for Economic Development, and national lotteries.
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Saroca Unveils the Transformational Leadership Program for 2025
Saroca Reimagines Leadership Development for the Gaming Industry
Saroca, a leader in professional development for the gaming industry, is proud to announce its Transformational Leadership Program, launching February 2025. Building on the success of the 2024 LeadHERship Program—a pioneering initiative for women in gaming—the new program expands its reach with two distinct cohorts: one exclusively for women and another open to all genders.
The Legacy of LeadHERship
The 2024 LeadHERship Program achieved an exceptional Net Promoter Score (NPS) of 90, with participants citing transformative growth. With participants like Clemence Dujardin citing it as a “game-changer”. Confidence in leadership abilities rose by 46%, resilience increased by 27%, and imposter syndrome diminished by 39%.
Participants praised the program’s focus on emotional resilience, feedback mastery, executive presence and communication all in a supportive community.
Leadership Development: A Game-Changer for Gaming
In a rapidly evolving and diversifying industry, strong leadership is essential. Saroca’s programs go beyond skill-building to foster resilience, trust, and inclusivity—key traits for thriving in the global gaming market.
“We believe leadership is not about hierarchy—it’s about transformation,” said Emily Leeb, CEO of Saroca. “The Transformational Leadership Program reflects our commitment to cultivating leaders who will shape the future of gaming.”
Transformational Leadership Program Highlights
The program builds on the proven curriculum of its predecessor, featuring:
- Two Cohorts: A women-only cohort and a new all-gender cohort to enrich perspectives.
- Eight Modules: Covering topics such as emotional intelligence, self-advocacy, and radical candor.
- Community and Growth Tracking: Strengthening connections and measuring individual progress.
Registration Now Open
The Transformational Leadership Program begins in February 2025, with limited spots available. Scholarships are also offered to ensure accessibility. For more information, visit Saroca’s website or contact [email protected].
About Saroca
Saroca is a leader in leadership development for the gaming industry, committed to empowering professionals through inclusive, high-impact programs that drive personal and professional growth.
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Play’n GO announces partnership with Austrian state lottery operator Win2Day
Play’n GO, the world’s leading casino entertainment provider, has today announced a partnership with Austrian state lottery operator Win2Day.
This partnership sees legendary titles from the Swedish-founded gaming giant, such as Reactoonz, Rise of Olympus, and Rich Wilde and the Tome of Madness live on Win2Day’s platform for players to enjoy.
As of November 2024, Play’n GO offers a portfolio of over 350 premium titles in over 30 jurisdictions worldwide.
Tove Aldefors, Head of Regional Sales Central and Western Europe at Play’n GO, said “It’s exciting to launch our games with the Austrian state lottery, and Win2Day are the perfect partner for our brand. They share our beliefs about a regulated, sustainable, player entertainment-led industry. We’re looking forward to many years of success working together.”
Georg Wawer, Managing Director win2day, added “We are the only licensed operator in Austria. Therefore our objective is to provide all major igaming operators on our platform. Play’n GO is one of the international powerhouses and therefore we are delighted to be able to offer their content on our platform. We view Play’n GO as a competent and responsible partner for win2day and we’re confident this partnership will prove fruitful.”
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Week 47/2024 slot games releases
Here are this weeks latest slots releases compiled by European Gaming
Introducing Magawa vs Mines, the debut game from Slammer Studios – a fresh new player in the industry. With the launch of this vibrant 7×7 slot, the studio is kicking things off in style. Inspired by the legendary Magawa, a rat whose life-saving landmine detection skills have earned worldwide acclaim, this game pays tribute to this incredible hero. With Magawa vs Mines, players get to honour the courage of an extraordinary rat, reliving his daring missions through high-energy gameplay.
Spinomenal has added Zeus Unchained Hold & Hit to its marvellous Mythology series. Zeus Unchained Hold & Hit presents a grid framework of 5×3 and is set at 25 fixed lines. Once the action is underway, players join Zeus, the ancient Greek god of sky and thunder for a battle on the reels. A powerful soundtrack heightens the anticipation as players look for Wild symbols on screen.
Betsoft Gaming brings players to the heights of Mount Olympus with Coins of Zeus – Hold & WinTM, an engaging video slot with a 3×3 grid and 5 paylines set in a stunning Ancient Greek theme. From immersive visuals to thrilling gameplay features, Coins of Zeus – Hold & WinTM brings mythology to life, delivering divine entertainment and win potential.
BGaming is helping players hunt for ancient treasures in its latest release Catdiana. Boasting two purr-fect bonus games, the gameplay is further enhanced through cat-themed scatters, coveted coins and high-value gem symbols. The 5×3 reel action unfolds deep within a mystical cat temple where Catdiana goes on the prowl, performing as a wild to guide players to hidden treasures and big wins.
Tom Horn Gaming, a leading igaming software supplier, has unveiled its latest game, Wild Snowfakes, just in time for the winter season. A winter-themed slot transports players to a serene snowy wonderland filled with excitement and rewards. This medium-to-high variance game is played across a 5×3 gaming grid, populated with frosty fruit symbols and snowflakes, which act as wilds.
Evoplay, the award-winning game development studio, has revealed its latest immersive slot, Dolce Dreams, offering a sweet twist on the classic Italian café culture, with the experience designed for high engagement and substantial win potential. Set against the backdrop of a charming streetside cafe, Dolce Dreams features stacked Wilds in the form of waffle ice creams, which substitute for other symbols to maximise winning combinations.
Relax Gaming is taking players on an exhilarating snowy adventure with the launch of Winter Champions, a sports-themed slot that propels players through the mountain tops in pursuit of golden victories. At the heart of Winter Champions is the innovative Sliding Respins mechanic, ensuring the reels remain active as long as winning combinations continue to land, adding a layer of non-stop excitement to the gameplay.
Nolimit City is serving up a twisted carnival treat in Munchies. Step into the fair grounds as Nolimit’s latest Labs game released following the release of Outsourced: Slash Game. As a Labs title, expect a fresh and experimental spin on the classic Nolimit style. In the heart of the carnival tents lies a curious attraction: Fluffers—a cute, cuddly, but oh-so-smelly creature that’s causing quite the commotion among visitors. Some may say it’s the attraction of the year!
Thunderkick has unveiled Split Happens, the latest addition to its product portfolio that combines a quirky bowling theme with Walking Wilds and respins to provide a unique and compelling gaming experience. The action takes place across a classic 5×3 grid, where winning combinations can be formed both ways to help unlock 3,000x maximum wins.
Amusnet has released its latest video slot, 10 Bulky Fruits. It is not an ordinary fruit slot but a dazzling, energetic and exciting game. This is a 5-reel, 10-fixed paylines video slot that offers vivid gameplay, epic sound effects and a variety of features. Keep an eye out for the Clover Wild Symbol and its great rewards – it appears on the 2nd, 3rd, and 4th reel. The Star and the Dollar are the shiny Scatter symbols boosting the winnings.
It’s beginning to look a lot like Christmas, and Booming Games are getting in the spirit early with the November arrival of their fresh, festive game, Holly Jolly Bonanza 2. ‘Tis the season for snowy slots, and just like Santa Claus himself, Holly Jolly Bonanza 2 delivers in style. This sparkling sequel is a sure-fire Christmas classic, a 5×6 game with cascading reels, introducing new features to the festive game.
How deep do you dare to descend in Yellow Slotmarine by Twin Win Games – the exciting new slot where cash prizes can be accumulated and collected on any base game spin, but three bomb symbols are always lurking to potentially blow players out of the water. Utilising just three reels and one row of symbols, Yellow Slotmarine introduces a completely new mechanic where every character that lands contributes towards a specific cash pot.
Gaming Corps is proud to announce the release of Wet and Wild Beavers. This charming new slot game also marks the debut of the exciting new A-MAZE-CADES™ mechanic. This playful adventure takes players down to the river, where a team of ingenious beavers plot their daring escape by the riverbank. Follow Red Rocket, Old Blue and Yella Fella as they utilise a series of creative bonus features to escape the dam and get their hands on wins of up to 10,000x the player’s stake.
Explore a prosperous underwater world and harness the power of the formidable Greek God of the Sea Poseidon in Stakelogic’s latest release, Trident of Legends. This enchanting aquatic adventure invites players to tap into the awe-inspiring power of the mythical Poseidon as they embark on a quest for fortune. With Poseidon’s legendary Trident in hand, players can trigger enticing bonuses while playing for wins of up to 10,000x their stake.
Play’n GO invites players to join the Wilde family in Wildest Gambit, a globe-trotting 5×3 slot that combines adventure, mystery, and massive win potential with an x20,000 Multiplier. Wildest Gambit unites the legendary Wilde family – Rich, Cat, and Uncle Gerard – in an epic journey across four unique destinations. From the golden sands of Egypt to the dense jungles of South America, players will experience a dynamic blend of Expanding, Sticky, and Multiplier Wilds.
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