Play’n GO extends Italian footprint with bet365 partnership

• Swedish gaming supplier now features across all 46 regulated licence holders in Italy.
• Bet365 players to gain access to Book of Dead, Legacy of Dead, and Rise of Olympus 100.
• Partnership builds on existing collaboration across multiple regulated markets.

Play’n GO has announced its game portfolio is now live with bet365 in Italy, marking the Swedish supplier’s integration across all 46 operators holding licences under the country’s new online gambling regime.

The partnership enables bet365’s Italian customers to access Play’n GO’s catalogue for the first time through the operator, including globally recognised titles such as Book of Dead, Legacy of Dead, and Rise of Olympus 100.

Market consolidation

Play’n GO has maintained a presence in Italy since 2018 and has established itself as one of the leading content providers in the market. The addition of bet365 means the supplier now features on every regulated platform following Italy’s recent licensing overhaul.

Italy implemented a new regulatory framework in November 2025, reducing the number of licensed operators from 81 to 46 whilst significantly increasing licence costs to €7m (£5.9m) per vertical. The Agenzia delle Dogane e dei Monopoli (ADM) awarded 52 licences to 46 operators after a competitive tender process.

The market generated €5bn (£4.2bn) in player spending during 2024 and is forecast to reach €6bn (£5bn) in 2025.

Strategic partnership expansion

Magnus Olsson, Chief Commercial Officer of Play’n GO, said the Italian market remains a priority for the supplier.

“The Italian online casino market continues to be one of the most important in the world and I couldn’t be more excited to bring our unparalleled portfolio of games to bet365 players there for the first time,” he stated.

“Bet365 is one of the biggest names in European gaming and I have no doubt that by building on our partnership in other regulated markets we’ll make our Italian cooperation a success.”

A spokesperson at bet365 commented on the integration.

“Play’n GO has built a strong reputation for innovation and quality, and we’re pleased to welcome their content to our Italian offering,” they said.

“Expanding our games line-up with proven performers supports our strategy of delivering fresh, engaging entertainment to players across all regulated markets.”

Recent developments

Play’n GO sponsors the MoneyGram Haas Formula 1 team and recently expanded beyond gaming with the launch of Play’n GO Shop, a fashion brand complementing its existing Play’n GO Music division. The supplier also recently entered the Botswana market through a partnership with Betway.

In October 2025, the supplier launched the character Garga into space, reaching an altitude of 37,753 metres (117,300 feet) as part of the promotional campaign for Reactoonz 100. The title became one of the company’s largest game launches of the year.

Regulatory environment

Italy’s reformed online gambling framework requires operators to meet enhanced compliance standards, including integration with ADM’s central platform and adherence to stringent data protection protocols.

Licensed operators pay 24.5% tax on sports betting gross gaming revenue and 25.5% on casino GGR, alongside a 3% annual fee based on net gaming revenue.

Operators must also allocate a minimum of 0.2% of GGR towards responsible gambling campaigns, with contributions capped at €1m (£840,000) annually.

The new licensing system replaced the previous framework where concessions cost €200,000 (£168,000), representing a 35-fold increase designed to consolidate the market and enhance player protection measures.