Summary

The global sports betting market has demonstrated significant growth trends, with projections estimating it to reach $182.12 billion by 2030, advancing at a CAGR of 10.2% from 2022. In 2020, the onset of the COVID-19 pandemic had an adverse impact on the industry due to the widespread cancellation of sports events, leading to a sharp decline in traditional betting activities. However, this period also saw a surge in online sports betting and e-Sports, driven by an increase in digital engagement and the resumption of sports events. Italy, as the fourth-largest market for sports betting, experienced a 1% decline in market value in 2020, but it rebounded with a substantial 20% growth in 2021. Online platforms like Bet365, Snai, and Planetwin365 secured significant market shares, with Bet365 leading at 13.9%. The Italian market alone generated a revenue of around €2.2 billion in 2021.

The sports betting landscape in Italy is heavily regulated, with operators requiring a license from the Customs and Monopolies Agency and adhering to a tax of 24% on gross gaming earnings. Soccer remains the most popular sport for betting in Italy, with a betting volume of €11.84 billion in 2021. The geographical distribution of sports betting centers is widespread, with Campania at the forefront with 1,925 facilities. Despite regulatory challenges and market fluctuations due to the pandemic, the industry's rapid adaptation to online platforms and emerging trends in e-Sports hint at a future with robust growth potential.

Italian Sports Betting Market: Trends, Preferences, and Demographics

The Italian sports betting market has been showing a dynamic profile, with significant growth and consumer engagement in the online sector. Soccer remains the preferred sport for betting, taking a substantial slice of the market share. In recent years, there has been a marked shift toward online betting, which has become the predominant channel for about one in three players. Amidst this trend, Gen Z appears to be more inclined towards the instant gratification of games like Scratch & Win, despite sports betting representing a considerable interest in this demographic. As the country recovers from the pandemic, the market has witnessed a commendable CAGR of about 9% from 2017 to 2021, with the sector ballooning to a value between 2 and 2.5 billion euros. This resurgence in interest is perhaps due to a pent-up desire from consumers to engage in betting activities after a year mostly devoid of live sporting events. Notably, the central part of Italy dominates the sports betting landscape, contributing to nearly half of the bets placed, followed at a distance by the Northwest.

Demographically, the players in the 25-55 age bracket constitute the core, with males predominately placing bets. Interestingly, the Italian market is substantial on a global scale, accounting for 10% of the European sports betting market size and is positioned as the fourth largest globally. The burgeoning sector of e-Sports has not gone unnoticed, experiencing a steadfast growth. This niche is anticipated to become an influential segment in the near future with professional video game events drawing parallels to the competitiveness of traditional sports. In terms of regulations, companies are required to navigate through a structured process to gain licensure from the Customs and Monopolies Agency, ensuring compliance with Italian tax authorities. This regulation is crucial for maintaining a legal market and facilitating the opening of new betting centers, which require a Public Safety License and adherence to other administrative protocols. The Italian sports betting scene is crowded with major players, such as SNAITECH S.P.A., generating turnover far exceeding half a billion euros. These leading companies, alongside a robust online platform presence, are contributing significantly to the market's vibrant activity. In sum, Italy's sports betting market presents a landscape of fervent activity, particularly online, with a demographic skew toward mature, male bettors. The preference for soccer betting is evident, although e-Sports is surging ahead as a promising segment. Though the pandemic took its toll, the market has since recovered strongly, indicating a healthy appetite.

Leading Contenders in Italy's Vibrant Sports Betting Scene

Italy's sports betting landscape is a competitive field dotted with several major companies that have established strong presences and reputations.

At the forefront of the industry is Snaitech S.P.A. Known for their innovation and extensive betting options, Snaitech continues to dominate the market, offering bettors a wide array of sports and live betting opportunities. Their success is reflected in their widespread popularity and substantial market share.
Not far behind is SISAL Entertainment S.P.A., another household name among Italian sports bettors. SISAL's enduring appeal can be attributed to their reliable customer service, competitive odds, and a secure betting environment, which have all contributed to their longevity and customer loyalty in the market.
Catching up to the leaders is Eurobet Italia S.R.L. Unipersonale, which has carved out its niche by emphasizing user experience and betting technology. Eurobet has been proactive in adapting to bettor preferences, offering a seamless mobile betting experience and an array of markets on both popular and niche sports.
Lottomatica, on the other hand, has expanded its reach through an extensive network of betting outlets, establishing a formidable terrestrial presence that complements its online offerings. Their convenience and accessibility have made them a go-to for many Italian bettors who prefer an in-person betting experience.
Online platforms like Sportbet S.R.L. and Bwin Italia S.R.L. have added a dynamic edge to the Italian sports betting ecosystem. These platforms cater to the digital-savvy bettor, bringing innovation and a digital-first approach to the industry. With strong marketing strategies and user-friendly interfaces, they continue to capture a significant portion of the online betting sector.
Operating on a slightly smaller scale, yet still significant, are companies like Admiral Sport Srl and Betpremium. These medium-sized operators have found success by targeting niche segments of the market and providing bespoke services that cater to specific needs of discerning bettors.

With each company offering its unique advantages—from comprehensive sports selections and advanced betting platforms to outstanding customer service—the competition among these key players continues to spur growth and innovation in the Italian sports betting market. Whether through bricks-and-mortar establishments or cutting-edge online platforms, these market leaders are shaping the future of sports betting in Italy.

the sports betting market - Italy

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Number of pages : 30 pages
Format : Digital and PDF versions
Last update : 23/01/2023

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Summary and extracts

1 Market Overview

1.1 Definition and presentation

A sports bet is a game in which you must correctly predict the outcome of a sporting event, such as a soccer or tennis match, by betting money. The platforms of the best online betting companies also offer sports betting. Each outcome is linked to odds that reflect the change in probability based on the likelihood of an event occurring; to calculate the probability we rely on variables that indicate the chances of the athlete/team to succeed in the given action. This is why, for example, a team that is considered favored by oddsmakers would have lower odds than a team that is not favored. There are several types of bets, including the combined, which allows the player to select and place up to 12 events in the game with a single bet, and the multiple bet, which allows the player to make numerous predictions on the same event. A system game is played if at least three predictions are made on the same betting slip; the key difference between the system and the multiple bet is that in the system not all predictions have to be true to win. Sports betting can be done online or in specialty stores.

The global sports betting market is estimated to reach $182.12 billion by 2030, registering a CAGR of 10.2% from 2022 to 2030.

Italians are true sports betting enthusiasts. To bet in Italy physically, one can turn either to authorized centers such as bars or premises also set up for betting, or to places that specialize only in sports betting. To comply with tax authorities in Italy, online betting companies must obtain a license from the Customs and Monopolies Agency, which requires a payment of 200,000 euros and a 24 percent tax on the operator's gross gaming earnings. The license is valid for a period of nine years. The Italian government, on the other hand, has indicated that the country's gambling regulations would change in 2023.

The most recent sports betting news concerns e-Sports, which are professional video game events. These are tournaments, such as football simulations, where the levels of competition are comparable to those of real soccer. The trend is growing steadily and will become very important in the near future.

2 Demand analysis

3 Market structure

4 Supply analysis

5 Regulations

6 Positioning of actors

List of charts

Major sports betting operators by market share
Gross gaming revenue (GGR) from online sports betting
Italian cities with the highest gross gaming revenue (GGR) - online betting
Italian cities with the highest gross gaming revenue (GGR) - physical betting
Size of the sports betting market in Italy
The global sports betting market
Most popular gambling games - offline channel
Most popular gambling games - online channel
Sports betting by macro area
Age of bettors
Gender of bettors
The eSports market in Italy
Amount wagered for sports betting by type of sport
Corporate betting outlets
Top sports betting companies by revenue

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Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

SNAITECH S.P.A.

Betpremium

ADMIRAL Sport Srl

BWIN ITALIA S.R.L.

EUROBET ITALIA S.R.L. UNIPERSONALE

SISAL ENTERTAINMENT S.P.A.

SPORTBET - S.R.L.

Lottomatica

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