Stake debuts in Italy: the global operator becomes the new face of Italian iGaming
When the gaming industry talks about “revolutions”, it often does so rather casually. But Stake’s debut in Italy – one of the most tightly regulated markets in Europe – is no such case. This is not a simple rebranding exercise, nor the story of yet another operator trying to carve out a corner in Italy’s digital landscape. It marks the arrival of a brand that, across the rest of the world, is experiencing steady growth and increasingly strategic positioning: global partnerships, a vast community, and a reputation forged within the crypto ecosystem.
Here, however, the playing field is entirely different. This is the Italy of ADM, of rigorous oversight, of rules that dictate every centimetre of what an operator may – and may not – do. This is the Italy of the Decreto Dignità, of banned advertising, of concessions costing €7 million. And it is in this Italy that Stake.it is born, presented to SiGMA News by Fabio Angeli Bufalini, Country Director for Italy, who is leading one of the most interesting (and closely watched) operations of the year.
52 concessions for 46 operators
Stake enters Italy at a moment that can, without hyperbole, be described as historic. The latest ADM tender has rewritten the entire online gaming ecosystem, bringing an end to an era defined by hundreds of domains and fragmented rules. Today, only a select few operators hold authorisation – chosen through a process that tests their infrastructure, investment capacity and long-term vision.
Fabio Bufalini summarises it succinctly: “Italy is a mature market. You must arrive prepared.”
And he speaks with authority. The entry fee for operators stands at €7 million, not merely a barrier, but a clear message: only those ready to play a serious, long-term game may enter.
Stake, founded in 2017 and strengthened by the technological expertise of the Australian group Easygo, did not shy away. In fact, it chose to arrive with a strategic advantage: the acquisition of Baldo Line s.r.l., operator of the historic Idealbet.it, a cornerstone for building Stake Italia from the ground up.
How do you prepare for a regulated debut?
There is one detail that speaks volumes: Stake did not appear overnight. Behind its launch lies almost a year of quiet work, technical integrations, security enhancements, provider agreements, regulatory adjustments and full compliance structuring: “we had to reimagine the platform for the Italian market,” Bufalini explains.
Because globally, Stake is synonymous with crypto. But in Italy, that very DNA must be filtered through the lens of ADM regulation.
Which brings us to one of the most decisive turning points: no cryptocurrencies. Not within the regulated market.
No Bitcoin, no Ethereum, no stablecoins. Stake.it operates in euros only, using fully traceable methods aligned with Italian requirements.
A shift in paradigm? Absolutely.
A compromise? Not according to Bufalini: “The priority is player protection. The rules are clear, and it is right to comply.”
Advertising ban does not help legal operators
Discussing marketing in Italy is like stepping into a labyrinth. Since 2018, following the Decreto Dignità, the sector has been virtually muted. No advertising, no sponsorships, no direct ADV of any kind. The outcome has been paradoxical: regulated operators have become almost invisible, while .com sites have continued to attract users.
Stake Italia must therefore navigate waters in which showing the brand is forbidden, yet establishing a presence remains essential. How?
Not through shortcuts, but through a strategy built on editorial content, infotainment, and institutional dialogue with ADM and AGCOM to redefine acceptable avenues for responsible communication.
This is precisely the most intriguing aspect of the new regulatory phase: concessions now require operators to invest part of their revenue in responsible gaming campaigns. A small but meaningful opening, one that brings regulated brands back into the public conversation.
When the brand travels at 300 km/h: Stake between the Davis Cup and Formula 1
If advertising in Italy is a minefield, the rest of the world tells a very different story. Stake is a brand that appears everywhere and not in marginal spaces. And even in Italy, the company has begun to anchor its name to major sporting events, followed by millions:
In tennis, Stake is a global partner of the Davis Cup, a relationship that places its logo within one of the sport’s most prestigious stages, one that carries significant emotional weight for Italian fans, especially with the tournament’s recent resurgence.
And then there is Formula 1. Here, Stake has done something few gaming operators would dare: it placed its name directly in the official title of a team, becoming title partner of Stake F1 Team Kick Sauber. The brand is printed on the cars, present in the paddock, featured in press conferences and on leaderboards. Such visibility has a clear effect: it builds a globally recognisable identity. Even if this presence cannot be exploited as advertising within Italy, it remains a powerful asset, strengthening the brand in the minds of an increasingly international and interconnected audience.
Stake Italia is not an experiment; it is an investment
Some may have imagined that Stake viewed Italy as a testing ground. Bufalini’s words suggest quite the opposite. What emerges is a strategy measured not in quarters, but in years. There are significant financial commitments, a dedicated local team, a fully re-engineered platform, global partnerships and a regulatory-first approach tailored to the Italian framework. Challenges certainly remain. But so does a major opportunity: to stand out not through aggression, but through quality, transparency and responsibility.
If Stake succeeds in combining its global strength with the specific needs of the Italian market, it may well become one of the defining case studies of the new era of regulated gaming in the country. And perhaps this time, using the word “revolution” is anything but an exaggeration.
This article was first published in Italian on 3 December 2025.
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