Bet365 has been offering games to Italian players since they opened back in the days, but after the Italian market got regulated, it has been a grey-area for them to continue to accept them, as they didn't apply for a AAMS license, the Italian iGaming license.
Now they have decided to do so however, opening Bet365.it for Italian players only. The site will be offering all the products known from Bet365.com, which includes betting, casino and poker as the main products.
Bet365 has been lurking at the Italian market for years, having seen how the poker and betting market has been in decline. It seems now that there's a small turn in events as Paddy Power also decided to enter in the regulated market. This means that more of the big bookmakers might enter Italy soon and they could easily demolish some of their smaller competition.
Another reason could be that the Italian government is looking to change the way that they tax the companies and revenues, which could lead the way to a more profitable Italy.