Italy boasts one of Europe’s most dominant and fastest-growing betting markets, with 50 new online licenses being issued, and an expected annual GGR growth rate of 5.52% from 2024 to 2029. Yet with a reputation for favoring local players and one of the most restrictive frameworks for reaching new players, how can successfully enter and secure scale? While the traditional affiliation model is fading, giving way to programmatic, Italy remains under tough restrictions imposed on advertising, but the market is evolving rapidly. This panel will explore 1) the opportunity: ad ban rollbacks, high engagement, and player trust, 2) the challenges: oversaturation, scalability, and survival and 3) new promotional models for affiliates and operators.