iGaming SEO for the Italian market (ADM licence)
The market where I delivered the strongest results by far: top 3 on Google for «online casino», in one of the most competitive gambling markets in Europe.
Regulatory context
The Italian online gambling market is regulated by ADM (Agenzia delle Dogane e dei Monopoli, formerly AAMS) — one of the most mature and structured regulatory frameworks in Europe, with specific requirements on advertising, responsible gambling and content transparency that directly shape what and how you can write for SEO.
What I achieved in this market
- 01Owned the entire SEO process from 2021, from technical audit to content strategy to digital PR
- 02Top 3 on Google for «online casino» and #1 for «live casino» — two of the hardest terms in the industry
- 03Blog built entirely from scratch, with a diversified strategy across sports-event content and evergreen casino/betting content
- 04Games held stably at #1 (Book of Dead, Esqueleto Explosivo 2) and in the top 3 (Aviator, Crazy Time Live)
- 05Full CMS migration, custom to custom, managed personally: sitemap, post-launch SEO strategy, prevention of cannibalisation across existing content
Why this market is my strongest proof point
This isn’t a market I studied from the data — it’s the market where I spent the most time, with the most direct responsibility and the most measurable results. If you’re evaluating entering or growing in Italy with an ADM-licensed operator, this is the most solid case study I can offer.
Talk about your Italy strategy
A free first analysis on one market, to work out where to start.