A familiar name in gaming halls is now stepping into the digital spotlight in Italy. Codere Italia, a long-standing operator in Italian retail gambling, has officially launched Codere.it, bringing its brand into regulated online casino and sports betting under Italy’s revamped licensing regime.
From Retail Roots to Digital Ambitions
Codere has been operating in Italy for years—running bingo venues, managing slot machines in bars, and running gaming halls. But until now, its footprint has been largely physical. With its extended license from ADM (Agenzia delle Dogane e dei Monopoli) secured, the group is pivoting into the online realm with the same brand equity and local presence that once gave it strength in retail.
Its new platform offers both casino games and sports betting. The move is seen not just as a product extension, but as a strategic step toward delivering an omnichannel player experience—letting users interact across online and land-based channels under the same brand umbrella.
“With Codere.it, we are taking a natural but strategic step: to also decisively consolidate the online segment, while maintaining our identity as a committed, regulated and customer-centric operator,” said Alejandro Pascual, Codere’s regional manager for Europe and country manager for Italy.
Platform, Partnerships & Long-Term Vision
Codere says it has built a scalable, reliable platform designed to adapt over time. It intends to collaborate with B2B software vendors and local operators already in the Italian space to strengthen reach, features, content and marketing.
Roberto Russo, director of online operations at Codere Italia, added that safety, regulatory compliance, and sustainability are core values as they roll out. The goal is to become “a benchmark in the Italian market” for standards of trust and user experience.
The Italian Context & Market Barriers
Codere’s entry comes at a moment of regulatory flux. Earlier in 2025, ADM launched a new wave of licensing for remote gambling, approving 46 applications across 51 brand slots. Many operators held back due to steep entry fees—new licenses now cost about €7 million, a large leap from past licensing rounds—alongside high tax rates on gaming revenue (around 24.5% to 25.5% depending on product) and an annual fee tied to gross gaming revenues.
Still, the new system is reshaping the competitive dynamic. Operators that can pair local brand recognition, compliance, and agile execution stand to gain. In that environment, Codere’s local history gives it a differentiator others will need to match.
Risks, Challenges & What to Watch
- Competition intensity: Codere now competes with established digital operators in Italy—some of whom have solid digital infrastructure and local marketing presence already.
- Regulatory burdens: ADM’s requirements, tax regime, revenue sharing, and oversight are strict—and missteps on responsible gaming or compliance will carry real consequences.
- User acquisition: Translating traditional players online is not guaranteed. Codere will need appealing product, promotions, loyalty mechanics, localization, and retention strategies.
- Execution & integration: Bridging infrastructure, platform stability, payments, customer support, and regulatory monitoring is complex, especially during launch phases.
Why This Move Matters for iGaming & Italy
- It deepens the trend of retail-first operators going digital, giving players familiar brands in the regulated online landscape.
- It signals confidence in Italy’s regulatory framework: despite challenging economics, operators see opportunity.
- It may accelerate innovation and partnerships: software providers, local talent, content studios, and B2B operators may find new demand.
- For players, it adds more licensed choice, competition, and potentially more localized content or hybrid offers (loyalty across channels, physical redemption, etc).