What Bet365 does

Bet365 is a privately held online gambling company founded in 2001 by the Coates family and headquartered in Stoke-on-Trent, UK. The company operates a unified online gambling platform comprising sportsbook, online casino, and fantasy sports products, serving recreational and serious bettors across 150+ countries globally with localized wagering experiences. In the US, the company operates across 17 states as of April 2026, having launched Michigan on April 17, 2026 via a tribal partnership with the Little Traverse Bay Bands of Odawa Indians, and is pursuing a Massachusetts Category 3 untethered sports wagering license.

The platform's core sportsbook offers wagering on 30+ sports including soccer, MLB, NBA, NHL, WNBA, tennis, golf, and esports, with features including BetBuilder (custom wagers), Early Payout Promotions (instant payouts at +10/+15 point leads), and in-play wagering powered by millisecond-speed AI-driven odds-setting. The online casino module delivers slots, table games, and live dealer, enhanced by exclusive Playtech titles in select US markets and an optional Jackpot365 progressive jackpot add-on (launched December 2025) that has paid out $66M+ across 112,000+ wins. A free-to-play bet365 Fantasy Sports product (launched June 2026 via LOW6 partnership) layers collectible athlete card mechanics onto fantasy competition ahead of the 2026 FIFA World Cup.

Revenue is generated primarily through transaction fees on wagers (vig/spread on sports, house edge on casino), supplemented by freemium subscription tiers in fantasy sports and progressive jackpot contributions. The company invests $70M annually in US media spend and deploys a multi-channel GTM motion that pairs product-led localization with high-profile sports sponsorships (UFC, Detroit Tigers, Detroit Red Wings, St. Louis Cardinals) and standardized promotional bonuses. Technology infrastructure processes hundreds of weekly production releases validated across 3,000+ browser/OS combinations and 10,000+ real mobile devices via the TestMu AI quality engineering platform. The company is family-controlled (Denise, John, and Peter Coates combined £9.728bn fortune per 2025 Sunday Times Rich List), operates through entities including Hillside Technology Limited, Hillside (Virginia) LLC, and Hillside Michigan LLC, and has no external venture or public shareholders.

A note on regulatory exposure: Bet365 faces ongoing legal/regulatory scrutiny including a Victorian coroner's inquest linked to a customer harm case, KYC/AML investigation in Australia with potential fines exceeding A$22M, and a New Zealand High Court group action. Its Responsible Gambling Communications Audit score of 29/100 (ranked lowest alongside Stake.us among 30 US operators surveyed) and ongoing AI personalization scrutiny are material governance considerations.

Name

Bet365

Legal name

Bet365 Group Ltd

Website

https://bet365.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Bet365 is a privately held online gambling operator offering sportsbook, online casino, and fantasy sports products across 150+ countries and 17 US states, serving recreational bettors with localized wagering experiences powered by proprietary technology.

Ownership category

akta.pro rank

Product category

Online Sports Betting & Casino

NAICS

Other Gambling Industries (713290)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Sportsbooks (Online & Mobile Operators) (MPAEACAA)

akta.pro secondary industries

In-Play (Live) Betting Exchanges (MPAEAIAD), Betting Exchanges & Peer-to-Peer Sports Betting (MPAEACAL)

Keywords

• Online sports betting
• Online casino gaming
• Live in-play wagering
• Progressive jackpot casino
• Fantasy sports platform

Headquarters

HQ city

Stoke-on-trent

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Marketing or Sales, Technology or R&D, Personnel, Operations, Infrastructure

Revenue model

1. Sports Betting Wagering: Commission-based revenue from sports wagers placed on the platform. The company takes a spread/vig on bets across sports including soccer, MLB, NBA, WNBA, NHL, tennis, and other sports. Major events like the 2026 FIFA World Cup are key revenue drivers with handle projections exceeding $50 billion globally.
2. Online Casino Gaming: Revenue from casino games including slots, table games, and live dealer. The Jackpot365 progressive jackpot add-on generates additional revenue while driving engagement, adding approximately $0.14 per casino hand/spin/round.
3. Fantasy Sports: Free-to-play fantasy sports platform with optional subscription tier for additional coins and collectible athlete card packs. Engagement features include refer-a-friend program and daily card pack openings.
4. Jackpot365 Progressive Jackpot: Optional progressive jackpot add-on for casino and sports betting, with theoretical RTP of approximately 85% allocated to the jackpot prize pool, generating house edge on remaining wagers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Bet365 operates a unified online gambling platform offering pre-match and live/in-play sports betting across 30+ sports (soccer, MLB, NBA, NHL, WNBA, tennis, golf, esports, etc.), an online casino with slots, table games, and live dealer experiences, and free-to-play fantasy sports. The platform is accessible via website and mobile apps across 150+ countries and 17+ licensed US states. Differentiated features include the Jackpot365 progressive jackpot add-on, early payout promotions, and BetBuilder custom wager configurator.

Product overview

Bet365 operates a unified online gambling platform offering sports betting, online casino (iGaming), and fantasy sports products. The core bet365 Sportsbook serves as the primary product, providing pre-match and in-play wagering across global sports including soccer (World Cup, Premier League), MLB, NBA, NHL, WNBA, tennis, golf, and esports. The online casino module provides slot games, table games, and live dealer experiences, enhanced by exclusive Playtech titles in select U.S. markets. Jackpot365 functions as an optional add-on layer for both casino and sports betting products, enabling progressive jackpot accumulation. bet365 Fantasy Sports, launched June 2026 in partnership with LOW6, extends the platform into free-to-play fantasy gaming with collectible card elements. The company holds licenses across 17+ U.S. states and operates in 150+ countries globally.

Differentiator

Problem solved

Functional benefit

Brands

• Jackpot365: An optional progressive jackpot add-on for both casino games and sports betting, launched in December 2025.
• bet365 Fantasy Sports

Products and services

• bet365 Sportsbook Online sports betting platform offering pre-match and in-play wagering across 30+ sports including soccer, MLB, NBA, NHL, WNBA, tennis, golf, and esports. Features live betting, early payout promotions, BetBuilder custom wagers, and odds across 100+ competitions. For individual sports bettors in regulated jurisdictions.
• bet365 Online Casino / iGaming Online casino offering featuring slot games, table games, and live dealer experiences. Notable for exclusive Playtech titles available only in New Jersey and Pennsylvania. For individual casino players in regulated iGaming jurisdictions.
• bet365 Fantasy Sports Free-to-play mobile fantasy game combining fantasy competition with collectible card gameplay. Features daily card packs, strategic lineup building, player training, and division-based leaderboards with optional subscription tier for additional coins and enhanced card packs. For individual fantasy sports users aged 18+ in US and Canada.
• Jackpot365 Optional progressive jackpot add-on for both casino games and sports betting, adding approximately $0.14 per casino hand/spin/round and $0.68 per sports betting slip with ~85% theoretical RTP allocated to the jackpot prize pool. Operates as a distinct branded product spanning UK, Netherlands, Sweden, and Ontario.

Quantifiable outcome

• Jackpot365 paid out over $66 million through more than 112,000 casino jackpot wins and over $345,000 through 832 sports betting jackpots since December 2025 launch
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature5 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• LOW6coreTechnology or Integration · 4 June 2026Developed bet365 Fantasy Sports platform in partnership with gamification platform provider LOW6. The free-to-play mobile fantasy game combines real-world player statistics with collectible card gameplay.
• Detroit Red WingscoreGTM or Marketing Partner · 18 April 2026Sports betting and sponsorship deal for 2026-27 NHL season including in-stadium signage, virtual signage, odds integrations, and presenting sponsor on broadcasts for the new Detroit SportsNet streaming service.
• Little Traverse Bay Bands of Odawa IndianscoreChannel Partner/ Reseller/ Distributor · 17 April 2026Bet365 partnered with Odawa Casino, Inc. (operated by the Little Traverse Bay Bands of Odawa Indians) for Michigan licensure, replacing PokerStars as the tribe's internet gaming and sports betting platform provider. Approved by Michigan Gaming Control Board to operate as Hillside Michigan LLC.
• Detroit TigerscoreGTM or Marketing Partner · 17 April 2026Sports betting and sponsorship partnership for 2026 MLB season including branded integration at Comerica Park, Detroit SportsNet streaming service sponsorship, and promotional offerings for Tigers fans.
• TestMu AIcoreTechnology or Integration · 1 April 2026Hillside Technology Limited, the technology company behind bet365, adopted TestMu AI's Agentic AI Quality Engineering platform. Enables testing across 3,000+ browser/OS combinations and 10,000+ real mobile devices, supporting hundreds of weekly production releases.
• Responsible Online Gaming Association (ROGA)coreStrategic or Co-development Partner · 27 March 2026Bet365 is founding member of ROGA alongside FanDuel, DraftKings, BetMGM, Penn Entertainment, Fanatics Betting & Gaming, and Hard Rock Digital. First binding agreement to share information about excluded customers, collectively pledging over $20M.
• VMLcoreStrategic or Co-development Partner · 24 March 2026VML selected as creative agency of record for US and Canada after eight-week review managed by consultancy ID Comms, beating four other agencies for three-year contract. Launched Bet365's first North American brand campaign 'Winning Is Everything.'
• St. Louis CardinalsminorGTM or Marketing Partner · 19 March 2026Cards.TV streaming service presented by bet365, with all 81 home games featuring live Spanish radio broadcasts. bet365 branding integrated into streaming platform.
• UFCcoreGTM or Marketing Partner · 1 March 2026Official sports betting partner with UFC as of March 2026. Partnership includes UFC Freedom 250 event at the White House and ongoing official designation. UFC sponsorship revenue grew to $314.3M in 2025.
• IBIA (International Betting Integrity Association)minorStrategic or Co-development Partner · 27 May 2025Bet365, alongside FanDuel and Betway, committed CAD $300,000 to support integrity education in Canadian sport through IBIA. Includes integrity training for CFL athletes and Canadian Premier League players.
• Win for America PACminorOthersSports betting super PAC including DraftKings, FanDuel, Fanatics, and Bet365 amassing $48M+ to influence state elections and expand legal wagering. Targets both states where betting is legal and prohibited (Texas, Georgia, Alabama).

Scale indicators9 records

Recent moves8 records

Expansion highlights7 records

Direct peers

• Pinnacle: Pinnacle is a Curacao-licensed global online sportsbook competing with Bet365 in international markets with a sharp-money, lower-margin business model. It is comparable to Bet365 in product scope (sports betting, esports, casino) and global reach but differentiates through its odds-focused approach.
• Betway: Betway is a global online sports betting and casino operator competing with Bet365 in multiple international markets including the UK, Europe, and Canada. Like Bet365, it offers integrated sportsbook, casino, and esports products with comparable target customers.
• FanDuel: FanDuel is the US market leader in online sports betting with approximately 32.5% national share, directly competing with Bet365's US sportsbook across the same 17 regulated states. It mirrors Bet365's integrated sportsbook + casino + fantasy product mix and serves the same recreational sports bettor segment.
• DraftKings: DraftKings is a leading US-based online sports betting and iGaming operator, directly competing with Bet365 across all 17 US states where Bet365 operates. DraftKings holds approximately 37% US market share, making it the most relevant direct competitor in terms of product, target customer, and business model.
• William Hill: William Hill is a UK-founded sports betting operator (now owned by Caesars Entertainment) competing directly with Bet365 across UK and European markets. It shares Bet365's heritage as a UK bookmaker and offers an integrated online sportsbook with comparable product features.
• BetMGM: BetMGM is a joint venture between MGM Resorts and Entain offering online sports betting and iGaming across US states. It directly competes with Bet365's sportsbook and online casino offering, including tribal and state-licensed operations.
• ESPN BET (Penn Entertainment): ESPN BET is Penn Entertainment's online sportsbook operated in partnership with ESPN, directly competing with Bet365's US sportsbook across the same licensed states. It targets the same recreational sports bettor with sports-media-driven acquisition.
• Hard Rock Bet: Hard Rock Bet is the online sports betting and casino platform of the Seminole Tribe and Hard Rock Digital, directly competing with Bet365 in multiple US states. It shares Bet365's integrated sportsbook + casino offering and is a fellow ROGA founding member.
• Fanatics Betting & Gaming: Fanatics Betting & Gaming operates the Fanatics Sportsbook across US states, having acquired PointsBet. It is a direct competitor to Bet365 with a sports-anchored brand, sportsbook product, and iGaming offering, and is part of the same ROGA responsible gaming consortium.
• Caesars Sportsbook: Caesars Sportsbook is the online sports betting arm of Caesars Entertainment, offering sports wagering and integrated casino rewards across US states. It competes head-to-head with Bet365 in nearly every state where Bet365 operates, leveraging Caesars' land-based casino database.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/bet365
• Instagraminstagram.com/bet365
• Xx.com/bet365
• LinkedInlinkedin.com/company/bet365

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bet365