Italy’s illegal online gambling market continues to expand despite enforcement actions, advertising restrictions, and website blocking efforts, according to newly released findings from the Data Room Nexus Observatory. The report outlines how illegal operators increasingly rely on smartphones, social media platforms, clone websites, and fast-changing digital infrastructure to reach Italian players and maintain operations.
Researchers estimate the illegal online gambling ecosystem in Italy is now worth around €20 billion. During the first quarter of 2026 alone, more than 4.5 million Italian users reportedly accessed unauthorised gambling platforms at least once, generating over 13 million sessions overall. The Observatory noted that the actual scale may be considerably larger because the study focused mainly on Instagram activity and around 500 monitored websites.
The report describes a fragmented network made up of numerous medium and small-sized operators rather than a handful of dominant brands. Illegal platforms frequently appear, disappear, and relaunch under slightly modified domains, allowing operators to continue functioning even after regulatory intervention. Researchers identified the widespread use of so-called “mirror sites,” which replicate identical layouts, interfaces, and databases while changing only the domain name. These systems often preserve player accounts, wallets, and stored data between different versions of the same platform.
Social Platforms and Mobile Access Fuel Growth
According to the Observatory, smartphones now account for more than 90 percent of visits to illegal gambling websites. Analysts linked this trend to the accessibility and immediacy of mobile browsing, where users can move from a social media post or private message directly to a gambling platform within seconds.
Instagram, Telegram, WhatsApp, and YouTube were identified as major distribution channels for illegal gambling content. The report explains that promotional material often appears through sponsored posts, referral links, influencer content, videos, and private chat groups. Researchers also highlighted the growing use of “clone content,” including websites, advertisements, and apps designed to imitate legitimate gambling brands or familiar consumer services.
The Observatory further noted that users increasingly return directly to illegal gambling websites without relying on advertisements or social media discovery. Analysts described this trend as a transition from occasional exposure to repeat behavioural patterns, with users accessing saved links, bookmarked domains, or private referral channels.
Italy’s regulatory structure forms part of the wider context behind the report’s conclusions. The country has operated under strict advertising restrictions since the introduction of the Decreto Dignità in 2018, which banned gambling advertising and sponsorships involving cash winnings across television, radio, print, internet, and social platforms. The report explains that the restrictions contributed to a shift in promotional activity toward harder-to-monitor digital environments.
Isabella Rusciano, General Director of Data Room Nexus, said: “When illegal content circulates on platforms perceived as trustworthy, it becomes increasingly difficult for ordinary users to distinguish between what is authorised and what is not.”
Filippo Pucci, Scientific Director of Data Room Nexus, also addressed the risks linked to unregulated gambling environments. He stated: “The issue of responsible gambling becomes even more sensitive when discussing unregulated markets. The complete absence of controls significantly increases users’ exposure to risk.”
Italy Introduces New €100 Weekly Cash Limit
At the same time, Italy has introduced additional restrictions targeting gambling-related cash transactions. Beginning on 13 May 2026, Italian authorities implemented a €100 weekly limit on cash top-ups for online gambling accounts completed through PVR retail payment outlets, including tobacconists and bars.
The measure, introduced under Legislative Decree No 41 of 2024, forms part of the Customs and Monopolies Agency’s wider effort to improve transparency and strengthen anti-money laundering oversight across the regulated gambling market.
ADM stated that the restriction is intended to improve traceability linked to gambling transactions and reduce the use of cash deposits within the sector. Authorities also presented the measure as part of broader responsible gambling safeguards aimed at increasing monitoring of financial flows connected to online gaming.
However, the measure has generated concern among operators and retail outlets. Industry representatives warned that some players who prefer cash transactions may migrate toward unlicensed gambling websites that do not apply the same monitoring standards or payment restrictions. Questions also remain regarding the impact the new limit could have on PVR retail revenues and player behaviour across Italy’s regulated market.
The Observatory’s findings suggest that illegal gambling networks already benefit from rapid adaptability, multi-channel marketing strategies, and user familiarity with digital payment ecosystems. Analysts concluded that enforcement efforts alone may struggle to contain a market capable of quickly rebuilding itself through replacement domains, cloned content, and decentralised distribution systems.
Source:
“Report Sul Fenomeno Del Gioco Online Illegale”[pdf], images.sigma.world, Data Room Nexus Observatory, 2026.
