Italy online betting market — May 2026
In May 2026 the online betting and casino market in Italy drew about 93.7M website visits across 27+ operators tracked by DataGlass; the market grew 9% month-over-month. Sisal leads, drawing 31.2% of traffic, and the top three operators together hold 58.5%.
Top operators by traffic
| Operator | Monthly visits | Share | Rank | Search | MoM |
|---|---|---|---|---|---|
| Sisal | 29.2M | 31.2% | #1 | #1 | +13% |
| Goldbet | 13.7M | 14.6% | #2▲1 | #4 | +20% |
| bet365 | 11.9M | 12.7% | #3▼1 | — | -1% |
| Planetwin365 | 9.6M | 10.3% | #4 | — | +9% |
| Lottomatica | 9M | 9.6% | #5 | #3 | +4% |
| Betflag | 6M | 6.4% | #6 | #9 | +3% |
| Snai | 4.7M | 5.1% | #7 | #2 | +13% |
| Eurobet | 3.2M | 3.5% | #8 | #10 | +9% |
| Admiralbet | 1.8M | 2.0% | #9 | #8 | +26% |
| Betfair | 1.2M | 1.3% | #10 | #7 | +0% |
| Pokerstars | 1.2M | 1.3% | #11 | #6 | +10% |
| Bwin | 822.4K | 0.9% | #12 | #5 | +16% |
All figures are web traffic (website visits); activity inside mobile apps is not captured by web measurement. Share = operator's percentage of the market's measured traffic. MoM = month-over-month change in visits, and the arrow by the rank shows the position change versus last month. Search = the operator's rank by search demand (Google Trends) among the operators shown — compare it with the traffic rank to see whether a brand is pulled by real demand or buys its traffic. Figures aggregate each operator's active domains, including mirror sites.
Italy · May 2026
This month Admiralbet grew fastest in Italy (+26%) — a signal of where the market's traffic is shifting.
Search demand ranks the market differently from traffic: Bwin sits at #5 in search demand but #12 by traffic — interest the market hasn't fully converted into visits; while Betflag is #6 by traffic yet only #9 in search — traffic pulled by paid acquisition more than by organic demand.
Positions are moving too: Goldbet climbed from #3 to #2 among the market's operators versus last month.
Frequently asked questions
Which is the biggest online betting site in Italy?
Sisal leads in Italy with 31.2% of traffic in May 2026.
How big is the online betting market in Italy?
About 93.7M website visits per month across 27+ operators (May 2026).
Who are the top operators in Italy?
Top by traffic: Sisal (31.2%), Goldbet (14.6%), bet365 (12.7%), Planetwin365 (10.3%), Lottomatica (9.6%).
About this data
Independent, measured monthly. Figures aggregate each operator's active domains (including mirror sites) and are updated every month.