ADM launches the tender for new online gaming concessions
ADM opened the tender for online concessions under Decree 41/2024 on 18 December 2024: EUR 7 million per concession, up to five per group.
By Oliwer Brewitz, Head of Marketing
Key changes
- Tender opened for online concessions in Article 6(1)(a)-(f) games
- EUR 7 million one-off fee per concession
- Maximum five concessions per corporate group
- Applications accepted from 31 March to 30 May 2025
What changed
By determination No. 777860 of 17 December 2024, ADM opened an open, above-EU-threshold electronic procedure for concessions covering the games in Article 6(1)(a) to (f) of Legislative Decree 41/2024, collected only through the remote network. The contract notice (No. 774403-2024) was published in the Official Journal of the EU on 18 December 2024. Concessions go to every applicant meeting the requirements, against a one-off fee of EUR 7 million per concession, with a cap of five concessions per corporate group. ADM put the estimated value of each concession at EUR 37,137,464.54. Applications could be filed from 31 March 2025 until 30 May 2025.
What it means for advertising
The tender is not a competition on price: the number of concessions depends on how many candidates qualify. The EUR 7 million entry cost, the single-site rule and the five-concession cap are likely to reduce the number of brands in the market and push groups to decide which brands to carry forward. Media planning in Italy will therefore be organised around fewer, larger concession holders.
What operators should do
Groups holding several legacy concessions should decide how many new concessions to request and which brands each will carry. Prepare the technical, financial and responsible-gambling documentation required by the tender rules, and plan for the consolidation of player accounts and domains at the switchover. Media and affiliate partners should be told which brands will continue under which concession, so that tracking, landing pages and any permitted informational content can be moved in time.
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