UK-listed online gambling operator 888 Holdings has kicked off 2018 with the official launch of its Italian-facing online poker site.

Last September, 888 CEO Itai Frieberger announced that the company was prepping the arrival of its 888Poker product in Italy’s regulated online gambling market. On Wednesday, 888Poker.it formally made its debut on the boot, joining the company’s Italian-facing casino and sports betting sites.

Italian punters can now avail themselves of 888’s poker offering via iOS and Android mobile apps, while 888 COO Itai Pazner reminded desktop gamblers that they can now access 888’s full range of products “seamlessly and in one place.”

888 is promoting its poker launch with an array of welcome bonuses and a new marketing campaign that will appear in print publications and on Italy’s leading television channels. The campaign is built around the slogan: “Il Gioco inizia adesso! (Let the games begin!)”