* July total bets 4.275 billion euros
* Lottomatica's Lotto, scratch cards broadly flat
* Lottomatica shares up 0.61 percent; Snai up 1.68 percent (Adds details, shares)
MILAN, Aug 7 (Reuters) - Betting in Italy increased in July to push the value of bets up 12.25 percent in the first seven months of the year, as a record-breaking lottery game attracted new gamblers, figures from the gaming regulator showed on Friday.
Bets on the SuperEnalotto game nearly doubled in July to 441 million euros ($633.1 million) from June's 233 million euros. The game is run by Italy's private equity-owned Sisal.
SuperEnalotto has attracted increasing interest as its jackpot has risen above 100 million euros. It currently stands at 123 million euros, the largest jackpot available in the world at the moment, according to the specialist Agipro news agency.
The total value of bets placed in Italy rose 10.8 percent in the January to June period, regulator AAMS said in a statement, and in the first seven months bets amounted to 30.541 billion euros.
In July, total bets were 4.275 billion euros, it said without a comparative. In June, bets were 4.114 billion euros.
Italy's Lottomatica SpA, one of the world's largest lottery operators, saw flat bets of 494 million euros for its Lotto game from a month earlier, while scratch cards rose 1 percent to 743 million euros, AAMS said.
Italy's Snai SpA, which runs Italy's largest horserace betting chain, saw overall bets in the horserace sector down in July to 154 million euros, from 164 million euros, continuing a recent trend.
Lottomatica shares closed up 0.4 percent at 14.9 euros and Snai ended up 1.68 percent to 3.03 euros. (Writing by Nigel Tutt; Editing by Rupert Winchester)