This book focuses on the Latin goddess Fortuna, one of the better known deities in ancient Italy. The earliest forms of her worship can be traced back to archaic Latium, and she was still a widely recognized allegorical figure during the Middle Ages and the Renaissance. The main reason for her longevity is that she was a conceptual deity, and had strong associations with chance and good fortune. When they were interacting with the goddess, communities, individuals, and gender and age groups were inevitably also interacting with the concept. These relations were not neutral: they allowed people to renegotiate the concept, enriching it with new meanings and challenging established ones. The geographical and chronological scope of this book is Italy from the archaic age to the late Republic. In this period Italy was a fragmented, multicultural and multilinguistic environment, characterized by a wide circulation of people, customs, and ideas, in which Rome played an increasingly dominant role. All available sources on Fortuna have been used: literary, epigraphic, and archaeological. The study of the goddess based on conceptual analysis will serve to construct a radically new picture of the historical development of this deity in the context of the cultural interactions taking place in ancient Italy. The book also aims at experimenting with a new approach to polytheism, based on the connection between gods and goddesses and concepts.