How to Gain Gambling Traffic in Italy

What is this article about?

  1. Why launch Gambling offers in Italy?
  2. Italy’s iGaming legislation in 2024
  3. Gambling target audience in Italy
  4. Top 5 online casinos in Italy
  5. Bonuses and special offers
  6. How to run Gambling offers in Italy: guide
  7. Top 5 Gambling offers in Italy from Yellana
  8. Conclusion

Italy, known for its vibrant Gambling culture, presents a lucrative market for affiliate marketers. However, with increasing competition and ever-evolving regulations, it is crucial to employ effective strategies to attract and retain Italian Gambling traffic.

In this article, we will explore the key tactics affiliate marketers can employ to gain Gambling traffic in Italy in 2024.

Why launch Gambling offers in Italy?

Italy is one of the most mature Gambling markets in the world. Even though Italians have long been accustomed to iGaming, affiliates still have the opportunity to succeed in 2024 gaining Gambling traffic.

Cultural heritage

The Italian population has long exhibited a fervor for games and entertainment, embracing traditional formats such as card games and board games, as well as online platforms. The Gambling industry seamlessly aligns with this preexisting culture of leisure, offering a digital platform for individuals to indulge in their beloved pastimes. Many people are receptive to participating in bets and enjoying casino games as it grants them an avenue to socialize with friends and relish in enjoyable experiences.

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Large involvement

According to a report released by Statista, the yearly growth of the overall winnings in Italy’s online Gambling market has been noticeable. Card games and fixed odd games have consistently shown the highest figures during the analyzed period. Specifically, in 2022, players’ winnings from these online games amounted to approximately 51.3 billion euros.

Competitive landscape

The Gambling industry in Italy is characterized by high competition, leading to a continuous threat of losing market share to both existing rivals and possible new participants. Additionally, competition could intensify even more as the sector undergoes further consolidation.

Key players in the Italian iGaming vertical have chosen such a strategy as collaboration. For instance, Lottomatica Group acquired Betflag in 2022. In 2021, Flutter Entertainment acquired Sisal. Entain invests heavily in marketing and advertising in Italy. And Lottomatica is constantly introducing new games and formats to the company’s retail gaming portfolio.

According to Eventus International, the online Gambling market in Italy is expected to achieve a market value of approximately $4.03 billion by 2028, fueled by a robust compound annual growth rate (CAGR) of 5.85% between 2024 and 2028. This considerable expansion presents an appealing prospect for established as well as emerging operators in the industry.

Italy’s iGaming legislation in 2024

As it was mentioned before, online Gambling has legal status in Italy and is regulated by the government. First of all, owners of such platforms are required to acquire a license from the authorities. Also, as in many other countries of the European Union, the minimum legal age is 18 years old.

In the beginning of 2024, the government of Italy made a declaration stating its approval of the proposed Reorganisation Decree by the Ministry of the Economy and Finance. The aim of this resolution is to initiate a thorough assessment of the regulations governing the nation’s iGaming industry.

The decree outlines strategies to protect players, with a specific focus on protecting minors, as well as addressing criminal activities and generating more tax revenue for government and social initiatives.

What is more, new rules concern licenses. In Italy, operators are subjected to a 3% tax on their Gambling services. Additionally, the application process for iGaming licenses now includes a €7 million authorization fee.

Gambling advertising is regulated in Italy. YouTube was fined €2.25 million and Twitch was fined €900,000. It means that the country turns to stricter laws to combat the trials and tribulations of Gambling. At the same time, the rules do not prohibit informing the public about promotions, drawings and bet sizes.

Thus, before promoting Gambling Offers in Italy, affiliates should not only familiarize themselves with the rules of advertising in this country, but also consult with lawyers.

Gambling target audience in Italy

To gain Gambling ads traffic in Italy, it’s important to research the target audience. Let’s talk about its main characteristics that will be useful to affiliates.

Age groups

Talking about age groups, they are divided into 4 categories:

  • 15-24 years old: 9.79%;
  • 25-54 years: 42.74%;
  • 55-64 years: 12.54%;
  • 65 years and older: 21.2%.

As in almost all developed European countries, adults are the main group of people in Italy. Due to the high proportion of people from 25 to 54 age, the number of solvent citizens is also very high, which is ideal for a vertical like Gambling.


Italy is a Tier-1 country. The population has a high income, with average salaries ranging from $1,500-2,000. At the same time, the difference in income is significant and depends on the regions: the lowest — in Palermo, the highest — Rome and Milan.

Despite the fact that women’s salaries are 10-11% lower than men’s, this audience should not be excluded from targeting Gambling offers.

Internet and social media

Italians are advanced internet users. About 80% of the population uses it on a daily basis. The most popular messengers and social networks are:

  • Facebook;
  • Messenger;
  • Skype;
  • WhatsApp;
  • Instagram.

Most popular websites:

  • Google;
  • (newspaper);
  • YouTube;
  • (online store, classifieds site);
  • (newspaper);
  • TripAdvisor (travel);
  • (Italian search engine).

As for communication, the most popular operator is Tim. It provides its services throughout the entire territory of Italy. However, due to the topography of the country, the internet is not available in some areas, and communication may not be available at all.

Popular payment methods

As in most other European countries, Italians stick to safe withdrawal methods like PayPal, Skrill, Satispay, Alipay, Klarna, etc. Some local services are also used: Bancomat Pay, MyBank. In addition, numerous online payment wallets are available to facilitate transactions on Gambling platforms, alongside the widely accepted Visa and Mastercard credit cards.

Top 5 online casinos in Italy

The top online Gambling platforms in Italy provide a wide selection of games to suit the preferences of all players. They suggest an exciting variety, ranging from captivating slot games with enormous jackpots to immersive live dealer games, ensuring there is something for everyone.

There are top 5 most visited Gambling websites in Italy in 2024, according to SimilarWeb:

  • 888casino;
  • Gol Games;
  • Sisal;
  • 365Bet;
  • PlanetWin365.

At the heart of any online Gambling site is a plethora of real money games, from classic online slots to games with real seat-men. By the way, online slots remain favorite ones among Italians.

Mobile Gambling is highly favored by numerous players in Italy. Users enjoy a nearly identical range of Casino games even while accessing the recommended platforms on the go, which is a significant advantage. Additionally, some of Gambling websites provide convenient mobile apps, enhancing the user experience on mobile devices.

Bonuses and special offers

iGaming platforms offer various bonuses and promotions to attract Gambling traffic in Italy. This is how they try to attract new players and retain existing ones. From welcome bonuses to free spins, the best online platforms provide a range of offers to enhance the gaming experience.

Most often Gambling operators offer deposit bonuses. In this way, players receive bonus money depending on their initial deposit. This extra money can significantly increase a player’s bankroll, allowing them to play more and potentially win more.

Another popular bonus is free spins. These bonus spins allow players to try out specific slot games without using their own money.

How to run Gambling offers in Italy: guide

There are a few steps that will lead you to a huge income when starting Gambling advertising traffic in Italy.

Choose the traffic source

Start from choosing sources that are easy to set up and convert effectively. Facebook and PPC convert better. Also, it’s possible to use SEO, ASO, and social networks, if they are not mentioned on restrictions of an offer. The easiest way to launch a campaign is push and pop ads.

Develop converting creatives

To improve your iGaming offers, consider the following common ideas:

  • Follow trends: Research popular games and preferences in the chosen region. Add specific details like crypto casinos to attract attention;
  • Personalize: Use messaging icons and a personalized approach to engage users directly and increase conversion rates;
  • Use popular brands: Conduct local research and select trending brands in each country to leverage their reputation and logo recognition;
  • Offer genuine bonuses: Implement real bonuses and avoid misleading phrases. Enhance credibility by including images of happy people with money;
  • Highlight expertise: Position your potential clients as experts, particularly in betting campaigns. Mention popular teams and emphasize their role in determining winners.

Regarding landing pages, interactive games are effective. If using pre-landings, simplify the registration form on the landing page. Translate the page into English or Italian, to attract more interested users.

Choose campaign settings

When launching any Gambling offer in Italy, you need to consider traffic sources you use. For push and pop ads, we recommend to follow the rules:

  • Use 5-10 creatives per campaign to target your audience effectively;
  • Opt for the latest OS to reach a relevant and diverse audience. Avoid limiting your campaign to just 2 or 3 versions; broaden your reach;
  • Test new subscribers alongside your existing base by creating 2 push ad campaigns. This doubles your volume and brings in a fresh audience.

For Facebook, the campaign setting are the most strict:

  • Make sure that your ad targeting aligns with Facebook’s age restriction policy, which limits Gambling advertising to individuals who are 18 years old or above;
  • The content of the Casino ad should be free from any illegal components or adult products;
  • Advertising Gambling, it is important to have the appropriate licenses and follow the regulations of the specific region you’re targeting. Facebook may ask for documentation to ensure that you are compliant with these requirements.

For PPC, the recommendations are the following:

  • Create compelling and captivating text for your Gambling ads to pique people’s curiosity about your business;
  • Considering that humans have a stronger visual perception compared to text, adding appealing visuals into ads can greatly benefit their effectiveness.

And if you launch PPC ad campaigns on Google, it’s also necessary to take into account the following rules of the platform:

  • You have Google certification;
  • Gambling ads are targeted only to Italy;
  • The ad is not targeted to minors.

Don’t be afraid to experiment with offer’s settings in order to find the most converting bundles.

Optimize your campaign

To maximize your revenue, consider using efficient AI optimization tools. Here are the top options:

  • Target CPA: This algorithm creates and updates white- and blacklists based on your desired CPA;
  • Automated Rules: This feature quickly disables non-converting or expensive traffic sources.

In Italy, as in other European markets, the iGaming industry relies on innovative and captivating creative campaigns to capture the attention of players. These campaigns employ visually appealing graphics, interactive content, and unique promotions to distinguish themselves in the industry.

Celebrity endorsements play a significant role in establishing trust and credibility for Gambling brands. Collaborating with well-known celebrities, sports clubs, and brand ambassadors is a common strategy in this market. Advertising opportunities include jersey sponsorships, stadium ads, and sponsored videos.

Loyalty programs and bonuses are frequently employed to attract and retain both new and existing players. These incentives encompass welcome bonuses, free spins, tournaments, tiered rewards, cashback, free bets, and more. By implementing these initiatives, iGaming brands can cultivate a strong community of engaged players, thereby increasing player retention rates.

Top 5 Gambling offers in Italy from Yellana

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Gaining gambling traffic in Italy requires a comprehensive and tailored approach to captivate the audience. Keep a close eye on industry trends, adapt your strategies accordingly, and continuously evaluate and optimize your marketing efforts to stay ahead of the competition.

Daniil Kolesnikov is the author powering the content on the Yellana blog. Having written captivating articles on Web3 and Forex trading subjects in the past, his current area of expertise is affiliate marketing. Even when exploring many different niches for two years, the passion for iGaming is where his skills and creativity are currently directed. Follow Daniil for expert insights and fresh perspectives on affiliate marketing strategies in the vibrant iGaming landscape.