In 2025, Italy continued reforming its online gambling sector and introduced one of the most significant restrictions for operators. The change concerns the gradual abandonment of the model under which a single gambling license could support multiple brands. For many companies, this structure had served as a standard business expansion tool for decades.
Under the new ADM rules, the regulator aims to make the market more transparent and simplify operator oversight. Previously, a licensed casino could manage multiple websites under different brand names. Now, the regulator is moving towards the principle of “one licence, one brand.” This significantly changes the structure of the Italy online casino market and the way businesses develop.
The situation has been analysed in detail by specialists at Rolling Slots, as the consequences of the reform may affect hundreds of gaming projects. According to industry experts, before the reform some licences were used for several brands simultaneously, making supervision and regulatory control considerably more difficult.
One of the main reasons for the change is the push for greater market transparency. The more brands operating under a single licence, the harder it becomes to monitor advertising activity, financial transactions, and compliance with responsible gaming requirements. This is why the new online gambling regulation focuses on creating a clearer regulated market.
The reform documents frequently use the term B2C (Business-to-Consumer — a business model in which a company works directly with end customers). These B2C licences are the primary target of the changes. The regulator aims to create a direct link between the licence, the brand, and the player.
Table: Main Changes Introduced by the Reform
| Indicator | Before the Changes | After the Changes |
| Brands Per Licence | Multiple | Restricted |
| Regulatory Oversight | More Complex | Simpler |
| Market Transparency | Medium | High |
| Brand–Licence Relationship | Partial | Direct |
| Operator Requirements | Standard | Enhanced |
How Many Websites Could Disappear After the Reform
The most significant consequence of the new model may be a noticeable reduction in the number of gaming websites. Previously, a gambling operator could develop multiple projects under a single licence, using different casino brands for different customer segments. Following the reform, this approach is gradually disappearing.
According to market participants, the number of active brands could decline by several dozen percent over the next few years. Many companies will be forced to close secondary projects or consolidate their audiences around a single flagship website. At the same time, the cost of promoting each individual brand is increasing.
The greatest advantage goes to large licensed operators capable of independently supporting each project and continuing gaming investment even under stricter regulations. For players, this means fewer brands but continued access to major loyalty programmes and offers such as Rolling Slots bonus.
How This Will Affect Competition in Italy
A reduction in the number of brands does not mean less competition. Instead, the nature of competition between operators will change. Previously, companies could launch multiple websites simultaneously and target different market niches. Now, competition will increasingly focus on technology, service quality, and customer retention.
One of the main outcomes of the reform is market consolidation. International gaming groups gain the opportunity to increase their audience share without constantly facing new competitors. For the legal gambling market, this means a shift towards a more concentrated structure.
In mature regulated European markets, the largest operators often control more than 60% of total revenue. Italy is gradually moving in the same direction. At the same time, market competition is becoming more technology-driven. Companies are investing in mobile applications, personalisation, payment solutions, and loyalty programmes.
Even elements such as Rolling Slots login, authorisation speed, and mobile interface usability are becoming part of competitive strategy. For the modern gaming industry, user experience is becoming one of the key factors in audience retention.
Table: How Competition Is Changing
| Indicator | Before the Reform | After the Reform |
| Number of Brands | High | Lower |
| New Website Launches | Frequent | Limited |
| Bonus-Based Competition | Very High | High |
| Technology-Based Competition | Medium | Very High |
| Market Share of Largest Operators | Significant | Dominant |
| Customer Acquisition Cost | Medium | High |
| Importance of Mobile Services | Important | Critical |
What Will Change for Players
For most users, the consequences of the reform will become noticeable gradually. The number of available websites may decrease, but service quality among the remaining operators is likely to improve as resources become concentrated on developing core brands.
Casino registration and account verification procedures will remain familiar to players. At major operators, automated document verification typically takes anywhere from a few minutes to 72 hours. Additional payment method checks are usually completed within the first 24 hours after a deposit.
At the same time, player protection and customer protection mechanisms are being strengthened. Many companies are implementing two-factor authentication, automated detection of suspicious activity, and expanded account security systems. According to industry research, such technologies can reduce the risk of unauthorised access by significant margins.
Players will also benefit from a clearer licensing structure and more transparent service conditions.
Who Benefits From a Smaller Number of Brands
The most obvious beneficiaries are companies that have always focused on developing a single strong brand. According to European Gaming, the cost of acquiring an active player in regulated European markets has increased by 30–50% in recent years. Under these conditions, concentrating resources on one project becomes a more efficient strategy.
Operators with advanced gaming compliance systems also gain substantial advantages. The stricter the regulations become, the more important internal monitoring and reporting mechanisms are. Companies that invested in such solutions early will adapt to the new requirements more quickly.
Against this backdrop, the importance of casino licensing and operator compliance continues to grow. The market is gradually moving away from launching numerous websites and towards the long-term development of a smaller number of brands. For users, this means more stable projects with substantial investment in security and customer service.
Technology providers also benefit. Demand for KYC systems, AML monitoring, and responsible gaming tools continues to rise. This is why modern reviews such as Rolling Slots review increasingly evaluate not only bonuses and game selections but also the quality of an operator’s regulatory infrastructure.
Table: Who Gains the Most Advantages
| Market Participant | Potential Benefit | Reason |
| International Gaming Groups | Very High | Reduced Competition |
| Regulated Market Leaders | Very High | Increased Audience Share |
| RegTech Companies | High | Growing Demand for Compliance |
| KYC Providers | High | More Verification Checks |
| Payment Service Providers | High | Increased Transaction Monitoring |
| Smaller Brands | Low | Limited Resources |
What Will Happen to the Grey Market
A reduction in the number of licensed brands inevitably raises questions about the future of the illegal sector. However, modern gambling oversight systems are significantly more effective than those used 10–15 years ago.
ADM actively employs website blocking, payment monitoring, and cooperation with financial institutions. At the same time, the growth of digital gambling contributes to increasing trust in licensed services.
According to EGBA, more than 80% of players in regulated European markets use licensed platforms. Following reforms in the Netherlands, this figure exceeded 85%. For users, the official online betting market remains safer due to transparent withdrawal rules and stronger protection of personal data.
This is particularly evident in the online slots segment, which continues to generate a significant share of European online gambling revenue.
The Future of the Italian Market After the Reduction in Website Numbers
The reform could become one of the most significant developments in Italian gambling over the past decade. Instead of growing through the number of websites, the market is beginning to expand through higher service quality and stronger oversight.
According to H2 Gambling Capital, Italy remains one of Europe’s largest regulated gambling markets, generating billions of euros in annual GGR. Even with fewer brands, the market can continue growing thanks to mobile technology and the expansion of live casino products.
Today, more than 65% of European online gambling activity comes from mobile devices. By 2030, this figure could exceed 80%. At the same time, the live casino segment continues to grow at an average annual rate of 8–12%. These areas are becoming the primary drivers of industry development.
Responsible gaming is also becoming increasingly important. Operators are investing in self-exclusion tools, behavioural monitoring systems, and customer protection mechanisms. Gambling tax policies also play a major role, directly influencing operator investment budgets.
For players, the market will become less fragmented but more transparent. This is why many users examine Rolling Slots testimonials, brand history, and operator reputation before registering. As the reform progresses, leading positions will be occupied by companies capable of investing substantial resources in technology, security, and customer service.
Additional market analysis can be found through industry research and specialised resources, including https://rollingslotscasino.bet/.