Pioneering paths in the Italian iGaming market with Quirino Mancini
Italy is a land steeped in history, where echoes of the Roman Empire linger in the air and traditions of sport and culture weave a rich tapestry. Yet, in the modern era, this nation has emerged as a pioneer in online gaming. To uncover the story behind this revolution, I had the privilege of speaking with Quirino Mancini, a prominent Italian lawyer from Rome and partner and director at WH Partners, whose legal expertise and deep ties to the iGaming world position him as a trusted navigator of Italy’s complex and competitive landscape.
A stable foundation for success
“What’s driven the Italian iGaming market to such heights?” I asked to open our conversation.
Quirino’s response was swift, succinct, and steeped in certainty. “Stability. Stability in rules, clarity in regulations, and a framework that operators can trust.”
Italy, he explained, was a trailblazer in Europe, introducing comprehensive online gaming regulations in 2006. These rules have evolved to create a mature and stable market. This foresight has allowed Italy to flourish, setting an example for countries like France, Spain, and Sweden, which later followed suit.
“The Italian model is unique,” Quirino continued. “It’s not a copy-paste approach, but the principles of sustainability, comprehensiveness, and clarity set a benchmark others were eager to follow.”
But, as he reminded me, every rose has its thorn. While stability breeds growth, it also creates challenges, particularly for operators looking to enter the market. The art of adaptation is crucial.
Italy’s regulatory framework is a double-edged sword. On one hand, it offers operators a clear roadmap. On the other, it demands a steep price of entry. In 2025, the licencing fee will leap from €200,000 to €7 million, a figure designed to weed out smaller players and leave room only for those with “deep pockets.”
“The intention is clear,” Quirino explained. “This means we’ll have fewer operators, bigger players, and a market that can be regulated more effectively.”
This shift in licencing structure reflects a broader industry trend of consolidation, where smaller operators struggle to compete against larger, well-capitalised companies. For Italy, the goal is to ensure a sustainable and manageable market size while maintaining high standards of compliance and transparency. The state of play in Spain’s gaming industry, with its similar regulatory challenges and trends, offers valuable insights.
Yet, for foreign operators, the challenges go beyond cost. Italy’s regulatory system requires operators to integrate their platforms with the government’s central control system, ensuring real-time monitoring of every transaction. This level of scrutiny demands not just compliance but a tailored, highly specialised approach. This is part of a broader shift in the Italian gambling landscape. New laws continuously shape the market. For example, Italy’s government recently refuted Malta’s objections to its new gambling law, showing how complex navigating this complex market is.
“Setting up an Italian platform is no small feat,” Quirino admitted. “It’s a process that can take anywhere from six months to two years. And all the technical standards? They’re only available in Italian.”
The interconnectedness of the system, while daunting, ensures a level of transparency that safeguards both players and the market itself. This meticulous approach has earned Italy respect as a regulatory leader but also presents a steep learning curve for newcomers.
Despite these hurdles, the allure of the Italian market remains strong. “It’s a flag you have to fly,” he said. “Especially for listed companies. Italy is not just another jurisdiction. It is a first-tier European market.”
Culture at the core
Of course, Italy’s appeal isn’t solely regulatory. It’s cultural. The love of gaming and sports betting is deeply ingrained in Italian culture. The thrill of a well-placed bet and the joy of a win resonate with a population that has long embraced games of chance and skill.
“Gaming is part of our DNA,” Quirino reflected. “It’s what makes the iGaming market here not just viable but vibrant.”
This cultural affinity extends beyond the games themselves. Italians are passionate about sports, particularly football, and this passion seamlessly translates into sports betting, one of the country’s most significant gaming sectors. From Serie A matches to international tournaments, betting is often an integral part of the spectator experience.
But it’s not just about tradition. Italy’s players are discerning, demanding localisation and experiences that feel uniquely tailored to their preferences. For operators, this means more than just translating a platform. It is about understanding the Italian soul.
“Success in Italy isn’t just about compliance,” Quirino added. “It’s about connection. Operators who understand the nuances of Italian culture and cater to local tastes will always have the upper hand.”
Responsible gaming and the advertising ban
As our conversation turned to player protection and responsible gaming, Quirino’s tone grew more impassioned. He praised Italy’s recent efforts, including the use of AI to monitor player behaviour, but cautioned against politicising the issue.
“Responsible gambling is vital, but it needs to be backed by data, not rhetoric,” he said. “Without objective analytics, we risk overreacting and implementing measures that do more harm than good.”
He pointed to Italy’s blanket ban on gambling advertising as a prime example. Italy introduced this policy not in response to a crisis but as a political statement. “It’s like using a sledgehammer to crack a nut,” he lamented. “Effective regulation requires balance, not bias.”
The advertising ban, introduced in 2018, has been a point of contention. While it aims to protect vulnerable players, critics argue it stifles operators’ ability to differentiate themselves and connect with their audience. Quirino emphasised the need for data-driven approaches, advocating for collaboration between regulators and industry experts to craft policies that are both effective and fair.
“Regulation should be a tool for improvement, not a weapon for politics,” he said firmly. “We need solutions that protect players while allowing the industry to thrive.”
Quirino also highlighted the value of responsible gaming tools integrated with modern technology. Italy has embraced AI to track player behaviour and identify potential risks, but he stressed the need for these tools to be complemented by broader efforts to educate and engage players.
Quirino Mancini. Source: WH Partners.
“Responsible gaming isn’t just about restrictions,” he explained. “It’s about creating an environment where players feel supported and informed.”
A gauntlet for foreign operators
Foreign operators eyeing the Italian market face a gauntlet of challenges. Beyond the high licencing fees and technical requirements, there is the language barrier, the need for localisation, and the complexity of navigating a highly competitive market.
“Entering Italy is not a stroll in the park,” Quirino admitted. “It’s a tough process, but if you’re prepared, it’s worth it.”
He highlighted how important it is to seek expert guidance. “Before making any decisions, operators need to consult with someone who truly understands the market,” he advised. “This isn’t just another jurisdiction. It is a world of its own.”
Quirino also touched on the evolving expectations of Italian regulators, who increasingly focus on ensuring that operators not only comply with the rules but also actively contribute to market sustainability and player welfare.
“Operators need to think beyond profits,” he said. “It’s about building trust and adding value to the market.”
As our discussion shifted to the recent SiGMA Europe 2024 event, Quirino’s enthusiasm was infectious. “It’s the ultimate networking event,” he declared. “All the movers and shakers of the industry gathered in one place. It’s an unparalleled opportunity.”
But what makes for successful networking at such events? Quirino’s answer was both practical and delightfully Italian. “Good wine,” he said with a laugh. “Never underestimate the power of a well-curated networking environment.”
Beyond the humour, he emphasised the value of spontaneity. “Networking isn’t something you can script. You walk, you talk, you connect. That’s the beauty of it.”
He also shared a tip for event organisers. “If you want to attract C-level executives, timing is everything. Position your networking events at the peak of the conference agenda. These people don’t like to linger. They want quality over quantity.”
Quirino also offered advice for attendees. “Be authentic,” he said. “Genuine connections always outweigh forced interactions. Let your passion and expertise shine through.”
As we neared the end of our conversation, I asked Quirino for his top piece of advice to iGaming operators eyeing the Italian market. His response was simple yet profound. “Do your homework. Consult with experts who know the market inside and out. —it’s a world of its own. Approach it thoughtfully, and the rewards will follow.”
In Quirino Mancini, the iGaming industry has a guide who marries legal acumen with cultural insight. His story is one of navigating challenges, seizing opportunities, and championing a market that, much like the man himself, is both intricate and inspiring.
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