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Thank you for that!

Itch has some article on this https://itch.io/docs/itch/integrating/platforms/li...

but it worked OK for me (installed using itch app). The problem with permissions described here is usually easy to resolve for a lot of users but it would be better if the executable file already has the executable permission set (I dont know how/if can you do that on windows or if Unity does that for you) and it is probably safer if it is packaged in something like .tgz instead of .zip.