Flutter withdraws Betfair brand from Italian market

Betfair is leaving the Italian market. Its owner, Flutter Entertainment, will close the brand’s exchange, sportsbook and casino there, saying regulatory changes have made the exchange unviable.

Affiliates promoting Betfair to Italian players had until October 29 to take that content down, and the Italian affiliate program ends on October 31. Flutter has not named the rules behind the decision or said when customer support will stop.

A Flutter spokesperson said: 

“Recent regulatory changes in Italy have made the Betfair Exchange product no longer commercially sustainable. As a result, Flutter has also decided to soon discontinue the Betfair Sportsbook and Casino product in the Italian market. This represents a very small proportion of our revenue in Italy and will have no impact on our other brands or employees based in Italy.”

Since November 2025, Italy’s online gambling market has run under Legislative Decree 41 of March 2024, which requires a separate concession for each brand. A concession costs €7 million and lasts up to nine years. Exchange concession holders have until November 13, 2026, to certify their systems against new technical standards.

Flutter keeps a large presence in the country through Sisal, Snai and PokerStars. Snai customers moved onto Sisal’s platform in April 2026, and Sisal reached a record market share in June. Flutter’s Southern Europe and Africa division grew Q2 revenue by 36% to $896 million.