Online Sports Betting - Italy

  • Italy
  • Revenue in the Online Sports Betting market is projected to reach US$1.25bn in 2024.
  • Revenue is expected to show an annual growth rate (CAGR 2024-2028) of 5.53%, resulting in a projected market volume of US$1.55bn by 2028.
  • In the Online Sports Betting market, the number of users is expected to amount to 2.7m users by 2028.
  • User penetration will be 3.6% in 2024 and is expected to hit 4.6% by 2028.
  • The average revenue per user (ARPU) is expected to amount to US$0.58k.
  • In global comparison, most revenue will be generated in Australia (US$9,757.00m in 2024).
  • With a projected rate of 48.9%, the user penetration in the Online Sports Betting market is highest in Canada.

Key regions: Brazil, Germany, Japan, Europe, South Korea

Region comparison

Analyst Opinion

The Online Sports Betting market in Italy has experienced significant growth in recent years, driven by changing customer preferences and favorable local special circumstances. Italian consumers have shown a strong interest in online sports betting, leading to increased demand for these services. Additionally, the market has benefited from various local factors that have contributed to its development. Customer preferences in Italy have played a crucial role in driving the growth of the Online Sports Betting market. Italian consumers have increasingly turned to online platforms for their sports betting activities, as they offer convenience, accessibility, and a wide range of options. The ability to place bets from the comfort of their own homes, at any time, has been particularly appealing to customers. Furthermore, the availability of mobile betting apps has further enhanced the convenience factor, allowing users to place bets on the go. In addition to customer preferences, several trends have emerged in the Italian Online Sports Betting market. One notable trend is the increasing popularity of live betting. Italian bettors are increasingly interested in placing bets on ongoing sports events, as it adds excitement and engagement to their betting experience. This trend has been facilitated by technological advancements that enable real-time updates and instant betting options. Another trend in the market is the growing focus on responsible gambling. Italian authorities have implemented regulations to ensure the protection of consumers and prevent problem gambling. Online sports betting operators are required to promote responsible gambling practices and provide tools for customers to set limits on their betting activities. This trend reflects a broader global shift towards responsible gambling and highlights the importance of social responsibility in the industry. Local special circumstances have also contributed to the development of the Online Sports Betting market in Italy. The country has a strong sports culture, with football being particularly popular. This passion for sports has translated into a high demand for sports betting, as Italian consumers seek to enhance their enjoyment and engagement with sporting events. Furthermore, the legal framework in Italy has been favorable for the growth of the market, with online sports betting being regulated and licensed by the government. Underlying macroeconomic factors have also played a role in the development of the Online Sports Betting market in Italy. The country has a relatively stable economy, which has provided a favorable environment for consumer spending. Additionally, the increasing penetration of internet and smartphone usage has expanded the potential customer base for online sports betting operators, further fueling market growth. In conclusion, the Online Sports Betting market in Italy has experienced significant growth due to changing customer preferences, favorable local special circumstances, and underlying macroeconomic factors. Italian consumers' preference for online platforms, the popularity of live betting, and the focus on responsible gambling have all contributed to the market's development. The country's strong sports culture and favorable legal framework have also played a role. Overall, the market is expected to continue its growth trajectory in the coming years.


Data coverage:

The data encompasses B2C enterprises. Figures are based on Gross Gambling Revenue (GGR) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies, and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. This data helps us estimate the market size for each country individually.


In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing. The main drivers are internet users, the urban population, the usage of key players, and attitudes toward online services.

Additional notes:

The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.


  • Revenue
  • Analyst Opinion
  • Users
  • Global Comparison
  • Methodology
  • Key Market Indicators
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