Italy - ADM
Regulator and legal framework
ADM (formerly AAMS) oversees gaming markets (online and offline), conducts concession contests, monitors compliance with rules, and is responsible for player protection and technical supervision.
The basic advertising mode sets Decreto Dignità (2018) - a de facto complete ban on advertising and gambling sponsorship; clarifications and application methodology are issued by AGCOM.
Concession model (online)
In 2025, ADM confirmed the admission of 46 applicants to new concessions for distance games (online gambling), completing the selection and transition stages to a new regulatory cycle. Terms and conditions are published on the ADM portal and in official messages.
According to the results of "riordino" by the fall of 2025, ADM officially recorded 52 online concessions for 46 operators; the start of the new regime is in the IV quarter of 2025.
Practice for B2C/B2B: participation in the competition, compliance with financial/technical requirements, integration with control systems, confirmation of the "good faith" of beneficiaries and key persons.
Taxes (2025)
Since 2025, tax rates on GGR have been increased: online rates - 24.5%, online casinos - 25.5%. The reform also makes additional contributions to supervision and responsible play.
Responsible play and self-exclusion: RUA
In Italy, the Registro Unico delle Autoesclusioni (RUA) operates - a single register of self-exclusion for all online concessionaires. A player with an SPID account can quickly block access to all authorized online platforms; operators are required to check status with RUA prior to admission to play and communications.
Technical Control and Reporting (SOGEI)
ADM technical supervision relies on the state IT provider SOGEI and the control systems it has built: centralized telemetry, control of reporting flows, integration requirements for distance games. Concessionaires are obliged to ensure the correctness and integrity of logs/events and the regulator's access to data.
Advertising and marketing: "hard zero"
Decreto Dignità introduced a total ban on commercial communication: advertising, sponsorship, brand integration (including sports), product placement and influencer/celebrity participation are illegal, with the exception of narrow informative/social cases from AGCOM clarifications. Violations - large fines and concession risks.
In 2025, a possible adjustment to the ban was discussed, but the fundamental principle of "no-ads" persists; the regulator and the courts emphasize the priority of protecting vulnerable groups and sewers in the "white" segment.
Operational requirements (high-level checklist)
Legal/Concession
Prepare a package for the concession (beneficiaries, key persons, financial stability), pass ADM admission, comply with transition deadlines.
Technology/Data
Integrate with SOGEI control systems; ensure continuous logs of games/bets/payments, immutability and retrospective verifiability.
RG/self-exclusion
Implement mandatory RUA checks on registrations, logins, deposits and outgoing communications. Provide player limits, pauses and alerts interfaces.
Marketing/Affiliates
Exclude sponsorship and advertising formats; build "advertising-free" communication channels within the framework of the law (for example, on-site information, responsible messages). The operator is responsible for affiliates.
Finance/Taxes
Recalculate unit economics at 24.5 %/25.5% GGR and additional deductions; set up separate accounting of bonuses, jackpots and player-funds according to the ADM methodology.
Supervision and enforcement
ADM regularly publishes contests, manuals and solutions; applies fines, suspensions and revocation of the concession for serious violations (advertising, RG/RUA, reporting/technical control). The publicity of decisions reinforces market discipline.
Frequent operator errors
Ignoring RUA in touch (email/SMS/push) and allowing self-excluded players.
Incorrect logs and reporting flows towards the control system (format mismatch/event dictionaries).
Any form of "hidden" advertising (influencers, placement product, brand lighting in sports) is a direct violation.
Underestimating 2025 + tax drift in payout/bonus policy planning.
Trends 2025 +
Restart online on new concessions and consolidation: tougher data requirements, RG and domain policy (ADM is already introducing a single "main domain" for each operator from November 2025).
Fiscal stabilization: GGR rate hikes secured; point charges for supervision/responsible play are discussed.
Zero marketing as a given: focus on UX, payments, retention and compliance instead of ATL/sports advertising.
Conclusion
Italy is a market with a high entry threshold and predictable rules: concessions from ADM, centralized technical control (SOGEI), a single RUA, a strict ban on advertising and increased GGR tax rates. Operators who can live without classic marketing and provide deep telemetry/compliance gain access to a capacious and culturally significant market with a long horizon.