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The UK-based bet365 is officially launching in Michigan, the bookmaker’s 17th US state, as part of its ongoing ambitious US expansion. Additionally, an 18th launch may be approaching as well. In detail, last week, the Staffordshire-based multinational website announced the Michigan debut, along with a collaboration with the Detroit Tigers of Major League Baseball and the Detroit Red Wings of the National Hockey League. In 2019, a year after the Supreme Court overturned the federal PASPA law that prohibited sportsbooks, New Jersey became the first US state to accept Bet365. This made it possible for states to start establishing their own multi-license betting markets, of which 41 are now operational.
Despite being a very profitable market, the US has not been kind to companies like Betfred, Betsson, Unibet, Betway, and Tipico, who all attempted and failed to break into the US market with varied degrees of success. Despite this fact, the British company is a major European success story in the United States.
One of the few companies with European roots that has established a reputation in the United States is Bet365. The other two clear instances are Entain, which co-owns BetMGM with its joint venture partner, MGM Resorts, and Flutter Entertainment, which owns FanDuel.
Marketing and Expansion
Bet365’s US rollouts have been heavily supported by marketing. As noted by last week’s launch in Michigan and earlier launches in areas like Missouri, where the company worked with MLB’s St. Louis Cardinals, it has included sports sponsorships. On a larger scale, a recently signed US and Canada-wide agreement with the UFC is a notable example of this.
Bonuses are also crucial. In addition to completely promoting its Early Payout and Prize Matcher offerings, the company has announced two promotions in Michigan: “get 1,000 free spins and up to $1,000 deposit match for casino players” and “Bet $10, Get £365” for sportsbooks.
Is the focus only on the US Market?
The US betting and casino industry has seen a dramatic increase in customer popularity, revenue, and, to some extent, controversy since the PASPA repeal in 2018, which overlaps with Bet365’s stateside launch.
The US earned $71.9 billion in iGaming revenue only in 2024, according to the most recent American Gaming Association data. This is the fourth time in a row that the business has surpassed the previous year’s record. It makes sense that this has sparked national concerns about player safety and societal responsibility. Given that the company seems interested in opening in the northeast state of Massachusetts, Bet365 may soon have to face these issues head-on.
Following a request from the company, the Massachusetts Gaming Commission unanimously decided to reopen sportsbook licensure applications on April 9. MGC Deputy Justin Stempeck disclosed that the company was considering obtaining a category 3 untethered license.
When it comes to general compliance and licensing applications, the MGC is known for being a crucial regulator. The writers of SB 302, a legislation “addressing economic, health, and social harms caused by sports betting,” are among the state’s lawmakers who have a particularly negative opinion of the industry. In addition to its past operations in significant Asian markets like China, Bet365 may have to respond to inquiries over player protection, safer gaming, and general company conduct.
Prediction Market Landscape in the US
Prediction markets are yet another significant issue that needs to be taken into account in the US. Over the past few years, these 2 platforms – Kelshi and Polymarket, in particular, have become incredibly popular. They have been especially successful in Texas and California, two states where sports betting is still prohibited.
A few operators have joined the trend, including Fanatics, DraftKings, and FanDuel. Late last year, all three of these companies left the American Gaming Association, the latter of which is known for breaking predictions.
As the fourth company to leave the AGA in March of 2026, Bet365 has sparked rumors that it might also be thinking about making predictions. This is still only speculation, though, since the company and the other three former AGA members are still members of the Sports Betting Alliance. The AGA has historically placed a high value on retail casino operations, whereas Bet365 is an online sportsbook.
Source: Sbcnews.co.uk
