Italy’s public gaming sector: reforms, advertising and new market balances, according to lobbyist Giuseppe Volpe
Italy’s regulated gambling sector faces significant economic and regulatory shifts. Political pressure, legislative reform, and shifting market dynamics are redefining this key national industry. In an exclusive interview with SiGMA News, Giuseppe Volpe, lobbyist and managing partner of Cuiprodest, discusses the challenges and opportunities ahead.
His analysis highlights that the sector remains resilient through significant change and offers new avenues for institutional dialogue.
Ongoing reforms and political landscape
The current environment is defined by intense legislative activity. Following the launch of the online gambling reform, attention is now shifting to the reorganisation of the land-based segment, widely considered one of the sector’s most complex stages.
According to Volpe, the political context plays a decisive role. The election campaign effectively began immediately after the March referendum. It is accompanied by internal adjustments within the government led by Giorgia Meloni, ahead of the general election scheduled for spring 2027.
“Under normal circumstances, lobbyist Volpe continues, a reform as complex as that of the land based gambling sector would have required a longer timeframe. However, economic factors are fundamentally reshaping the context. The reform could generate approximately €2.5 billion in revenue before the next budget law, making it particularly attractive for the government.”
Giuseppe Volpe is clear: “For this very reason, the process will likely be accelerated. The need to secure resources ahead of the final budget law before the elections could push the government to move forward quickly, even at the expense of shortening consultation timelines.”
Advertising restrictions and the European comparison
Another key issue concerns the regulation of gambling advertising, one of the most controversial elements of Italy’s current legal framework.
The advertising ban introduced in recent years continues to spark debate, particularly when compared with the European approach. Volpe points out that Italy’s position contrasts with that of the European Commission, which has repeatedly highlighted the risks of limiting communication within the regulated market.
The issue is especially evident in the online segment. Newly licensed operators entering the Italian market are not allowed to inform consumers of their presence, not even through neutral or informational messaging.
According to Volpe, this situation could create a counterproductive effect. Reducing the visibility of legal operators may indirectly favour illegal offerings, which operate outside regulatory oversight and enforcement mechanisms.
AGCOM’s recent guidelines aim for a balanced approach that encourages responsible communication about gambling. The aim is to strike a balance between the need to provide information and the overriding need to protect players from risky behaviour.
A resilient sector undergoing transformation
Despite uncertainties and higher compliance needs, resilience defines Italy’s public gaming sector. Core message: stability persists amid challenging reforms.
Volpe suggests this phase should not cause alarm. Recent reforms, particularly those relating to online gambling, have represented a significant source of stress for the industry. However, they have not undermined its overall stability.
The land-based sector is expected to follow a similar trajectory. An initial adjustment phase will likely be followed by a period of market stabilisation.
A key driver of this transformation is the evolution of business models. The traditional distinction between land-based and online gambling is gradually losing relevance, giving way to increasingly hybrid models.
This convergence demands rethinking analysis and regulatory strategies to foster a more integrated and dynamic market.
FACT as an operational platform for dialogue
Within this evolving landscape, FACT – Forum for Accountability, Compliance, Transparency, promoted by Cuiprodest, aims to strengthen dialogue between operators and institutions.
Giuseppe Volpe emphasises that FACT is not an association but an operational and inclusive forum designed to foster concrete discussion on targeted issues. Its model is based on identifying key priorities, building shared positions among operators and presenting them to institutions.
The process includes a review phase informed by institutional feedback and ends with a final position paper. This approach aims to unify the sector and strengthen its collective representation.
Dialogue and adaptability are shaping the future of the sector
Volpe’s interview pictures a sector in motion, facing complex challenges while also embracing new opportunities.
Amid imminent reforms, tensions surrounding advertising and evolving business models, Italy’s public gambling sector is entering a phase of redefinition. In this context, the ability to establish structured dialogue with institutions and adapt to change is emerging as the key strategic factor.
FACT and similar initiatives may support better engagement and more efficient decisions, potentially making regulatory processes more effective.
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