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ADM Licensed International Companies
Italy remains one of the most regulated online gaming markets in Europe, where even the largest international ecosystems operate according to local rules and under brands with a domain. it. Formally, these are not "mirrors" of global sites, but individual local projects with their own license (concession) ADM, technical integrations and reporting. Let's take a look at how this works in practice - using PokerStars as an example. it and Bet365. it.
1) What does "ADM license" mean for an international brand
Separate legal entity and domain. it. The operator operates through a local company/structure and a brand site. it complying with Italian rules.
Full compliance circuit. Hosting in the EU/EEA, secure data transmission channels, session/transaction logs, DR/BCP plans, regular audits and telemetry for the regulator.
Games certification. Each slot/table engine and client versions are evaluated; changes require repeat procedures.
RG and player protection. Centralized self-exclusion registry, deposit/time limits, 18 + age filter, transparent rules and RTP.
Fiscal model. GGR taxation with vertical differentiation + fixed and annual concession fees.
Marketing in Italian. Public advertising and sponsorship is heavily restricted to "Decreto Dignità," so the emphasis is on product, CRM and support.
2) PokerStars. it: poker as DNA + localized casino
Positioning. The Italian "star" is still associated primarily with poker, but the product line also includes casino games (slots, live tables) within the framework of the approved rules.
Poker in Italy:- Liquidity segregation. Player pool - under Italian license; tournament series schedules and cash elevators line up for local audiences and official peak hours.
- Anti-exclusion and fair play. Strong anti-fraud modules, pattern analytics, third-party software limitation; transparent appeals and returns in disputes.
- Responsible poker game. Time reminders, buy-in restrictions and access to session history are integrated "by default."
- Certified providers, visible RTP and rules; live rooms meet studio and stream recording requirements.
- Applications for mobile operating systems, SCA/2FA, popular Italian methods of replenishment and output, understandable transaction statuses; fast onboarding after KYC.
- Stable tournament grid, readable lobby client, neat segmentation of offers within RG, strong support service.
3) Bet365. it: sports bet + "flat" casino
Positioning. One of the most recognizable international betting brands, in Italy - full-fledged. it project with live centers, statistics and a convenient coupon, complemented by online casinos and other verticals.
Rates:- Pre-match and live center. Wide lines, operational updates of coefficients, coupon interface "for practitioners."
- Risk management. Limits, verification of transactions, monitoring of suspicious patterns, prevention of bonus abuse.
- Showcase of certified slots and live games; focus on stability and comprehensibility of rules.
- Quick search for events, market filters, saved payment methods, SCA/2FA, transparent limits and statuses.
- Strong sports analytics and familiar coupon logic + "without unnecessary noise" in the casino part.
4) General requirements for both. it projects (and all ADM operators)
KYC/AML. Proof of identity and age, transaction monitoring, suspicious transaction reports, high risk EDD procedures.
Privacy and security. Encryption of traffic and data "at rest," minimizing privileges, recording administrator actions, controlling access.
User transparency. Visible rules, odds, bonus terms without misleading language; access to game history and payments.
Customer support. Multilingual service, regulated response times, complaint escalation procedures.
5) Marketing and "Decreto Dignità": How ad-free is promoted
No "screaming" out. Public advertising, sponsorship and influencer integration - under strict prohibitions/restrictions.
Product bid and CRM. Quality UX, personal (and responsible) notifications, educational materials on rules and RG.
Content instead of promo. Betting and gaming guides, explaining mechanics, novice support, clear reminders of risks and limits.
6) Payments and onboarding: what awaits the player in it
Methods. Bank cards, transfers, popular e-wallets; some solutions work through local partner networks.
SCA/2FA. Confirmation of PSD2 operations is a standard that improves protection.
Default limits. Restrictions apply until full KYC; after verification - extended limits within RG policies.
Payouts. According to the regulations and on time; large amounts - with additional checks of sources of funds.
7) What it means for the player, affiliate and market
To players
You get "global" experience - but in a locally secure shell: content certification, centralized self-exclusion, clear rules and payments.
If you already have habits with international versions, get ready for local differences: poker pool, bonus policy, event windows - everything is within the Italian norms.
Affiliates/Media
Only responsible formats work: UX reviews, reference materials, RG blocks, the absence of aggressive CTAs, promotional codes, "instant" registration links.
The purity of traffic, transparency of sources and the absence of "gray" redirects are critical.
To the market as a whole
The presence of international brands raises the bar for quality: from DevSecOps discipline to customer support and analytics.
Competition is not advertising, but usability, content and responsibility.
8) Checklist of conscious choice between PokerStars. it and Bet365. it
1. Your profile: poker (tournaments/cash) → try PokerStars. it; sports (pre-match/live) → start with Bet365. it.
2. Casino interest: Both venues offer a certified pool of slots and live games - focus on the interface and habit.
3. Mobility - Install apps. it and turn on 2FA.
4. Limits: set deposit/time limits on the first day.
5. Docs: Take KYC ahead of time so you don't slow down conclusions.
PokerStars. it and Bet365. it shows how global brands successfully "fit" into the Italian model: separate. it projects with an ADM license, strict compliance, certification, responsible UX and neat CRM instead of loud advertising. For players, this means a high standard of service and security, for the market - stable competition with quality, not "hype."