888 Poker goes live in Italy
Operator launches poker site in Italy despite potential delay on the country’s involvement in the European liquidity sharing agreement
888 has launched an Italian-facing poker site to complement its casino and sportsbook offering.
888poker.it went live today on all platforms including iOS and Android and customers can now access all three verticals on the desktop site without having to open a new tab or window.
The operator’s plans to launch a poker product in Italy were first revealed by CEO Itai Frieberger in September 2017, as 888 looked to take advantage of the “very interesting venture” of shared liquidity across Europe, as well as the firm’s own improving product.
Italy’s involvement in the shared liquidity pool is likely to be delayed for political reasons, but 888 has gone ahead with the launch and will be encouraged by recent movements in France and Spain.
“Entering Italy and completing the offer is a natural step in the global strategy of specialisation in regulated markets,” Frieberger said.
“Poker is not a new product for Italians but we want to offer the market a new fresh style that brings fun to all types of players both amateur and professional.”
The launch of 888poker.it will coincide with an advertising campaign called “the game starts now” which will be featured across major television channels and newspapers in Italy.