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Italy’s new online gambling regime focuses on signup bonuses
Italy has just spent the best part of the last two years rebuilding its online gambling market from the ground up. Previously, operators had to compete in a crowded environment shaped by strict advertising limits, legacy concession structures and a player base that already knew how to compare offers. Now, the country’s new online gambling regime is changing that comparison game again.
Under the new framework, the license badge still matters. Game range still matters. Payment speed still matters. But Italian bonuses on signup are becoming a much sharper player comparison point. Without a doubt, in a market that is more expensive, more controlled and more closely watched, a welcome offer ceases to be just a headline promotion. It becomes a test of how clearly an operator can explain real value to you before you register.
That is where the new regime becomes especially important for players. If you are comparing operators, the bonus page now tells you more than the size of the offer. It shows whether the brand can explain terms clearly and make the signup journey feel transparent from the first click.
A much smaller field of players
The scale of the reset is hard to overstate. The cost of a single online concession jumped to €7 million, compared with roughly €200,000 under the previous regime. The license term was also extended to nine years, trading a decade of churn for what regulators hope is a decade of stability.
In November 2025, the ADM formally activated the reformed system, awarding 52 concessions to 46 operators. This was a massive drop from the 93 applications submitted under the previous round, and even from the 52 applications received by the extended September/November 2025 deadline.
That consolidation has already claimed some of the big names in the iGaming industry, with some opting to exit Italy’s regulated online sector. Despite that, the exercise paid off handsomely. The Ministry of Economy and Finance had projected a €300-350 million range, but ended up collecting €364 million in revenue.
Alongside the higher price of entry, the structural rules have also changed. For instance, the multi-brand “skin” model has been eliminated, with each concession now tied to a single consumer-facing brand. This has, in a large way, simplified oversight and improved brand transparency.
Why the bonus just became a bigger deal
That visibility problem is exactly where the bonus conversation gets interesting. For a couple of years now (since 2018), Italy has been operating under a near-total advertising blackout. This was when the Dignity Decree banned direct and indirect gambling advertising across television, radio, print, online, outdoor and social media, along with sports sponsorship by gambling companies.
Now, with all forms of media and influencer campaigns off the table, the signup offer sitting on an operator’s homepage became the one point to genuinely compare what a brand is offering. Now, the ADM just tightened exactly how that signal can be presented.
According to the Italian regulator, bonuses can still be offered, but only if they are in line with the parameters set by AGCOM. This means that operators are only allowed to describe the existence and mechanics of an incentive in a purely informational manner. Forget about all the big words like the “huge,” the “exclusive,” the “don’t miss out.” All that promotional language that is common among gambling operators all across the globe. In short, wording that is designed to attract participation or create excitement around an offer has been completely forbidden by the ADM.
For players, that’s arguably a gift. Players can now compare bonuses from different brands and settle for the best, based on the actual value. No more hype and no more confusion.
Tax and license costs will make bonus efficiency more important
The new regime is not only about license fees. Operators are also facing ongoing fiscal pressure with recent tax hikes. You see, online sports betting platforms and online casinos are taxed on GGR, with online casinos being subjected to a 25.5% rate. On top of that, operators also face an annual fee linked to GGR under the new concession model.
That cost base changes bonus economics. In a high-cost market, operators cannot afford wasteful promotional structures. In this case, every signup bonus has to work harder and attract the right player, stay compliant, reduce disputes and protect margins.
And this is where players start to notice a shift. Offers may become more carefully designed and terms may become more detailed. Additionally, operators may focus less on extreme headline generosity and more on sustainable bonus structures that can be tracked and explained. This becomes advantageous to the players since a market with more disciplined bonus design may make it easier to identify offers that are genuinely usable.
All in all, Italy’s new online gambling regime is making the market more selective, more expensive and more accountable. That changes the role of signup bonuses. They are no longer just attention-grabbing welcome offers. They are now one of the clearest ways for players to compare licensed brands.
Italy’s gambling regulator, the Customs and Monopolies Agency (ADM), has published a new clarification on bonuses and promotional offers for licensed operators.The ADM...
