Flutter says Betfair will exit Italy’s online gambling market

Flutter Entertainment has decided to withdraw the Betfair brand from Italy's online gambling market, the company said in a statement. Betfair Exchange, Sportsbook and Casino will be deactivated in the country in stages. Flutter said planned regulatory changes had made the Betfair Exchange service no longer commercially sustainable in Italy, and that it had therefore decided to cease Betfair Sportsbook and Casino activity on the Italian market shortly as well.

Flutter said the brand represents a minimal share of its total revenue in Italy and that the withdrawal will have no effect on the activities of the other brands it operates in the country, Sisal, Snaitech and PokerStars, or on staff employed in Italy.

The Agenzia delle Dogane e dei Monopoli (ADM) specified in June 2026 that the current rules for the Exchange remain valid until the sector's implementing decrees are issued. Unlike traditional bookmakers, the Betting Exchange model matches bets directly between users, with the operator retaining a commission on net winnings. The system depends on the liquidity available on the market: a fall in active users or in the volume of bets affects the availability of matchable odds and the service's profitability.

In a communication to commercial partners, Flutter set the definitive end of the affiliate programme for 31 October 2026. Affiliates must remove promotional material aimed at the Italian public by 29 October.