The company opened its US headquarters in Denver, Colorado, last fall with a promise to employ up to 1,000 people. Initially leased, the building supports a wide range of functions, including trading, technology, customer support, legal, finance, and marketing.

The purchase signals a shift from cautious market entry to full-scale expansion.

A Move Beyond Real Estate

The $135 million investment in an office building is a significant purchase in its own right, but it could be part of a broader strategic overhaul for bet365.

In recent months, speculation has increased that the company might be up for sale.

The Guardian and The Times reported a few months ago that the Coates family, the company’s owners, are in early-stage talks with Wall Street banks and US financial advisers exploring potential options for the company’s future. Options include a full or partial sale, an initial public offering, or a private equity partnership.

The news outlets estimate the valuation of a potential deal to be around £9 billion (approximately $12 billion). That would put a handful of potential suitors, with names like DraftKings or FanDuel, in a position to afford that.

Additionally, there could be interest from large private equity companies, such as Blackstone or Apollo. Notably, Apollo recently completed the merger between Everi and IGT’s gaming divisions and has shown interest in gaming assets.

To prepare for a potential sale, Bet365 has begun streamlining its global operations. In the spring, it exited the unregulated but highly profitable Chinese market. At the time, observers viewed the move as a way to reduce regulatory risk. It could’ve also served to attract investors, especially from the US, who would perceive China as a risk.

Moreover, the company transferred the ownership of Stoke City Football Club, which has long been closely tied to Bet365, to John Coates, separating the core betting business from other holdings.

US Expansion at the Center

The US market will play a pivotal role in bet365’s growth strategy. The company entered the US in 2019 through New Jersey but took a slow approach. While many European competitors, such as Unibet, Betway, and BetFred, unsuccessfully tried to expand, bet365 waited.

It took the company three years to expand to another state. Then, in 2023, it started ramping up its US operators, and it now operates in 13 states. That includes online casinos in New Jersey and Pennsylvania.

Although its market share is relatively modest compared to the leaders FanDuel and DraftKings, Bet365 has done well in some states. For example, in Ohio, one of the largest sports betting markets in the US, it has a nearly 10% market share. That ranks it comfortably in third place.

Expansion in the high-margin online casino segment is limited for bet365. Still, there are several potential sports betting markets that the sports betting giant can explore. For example, Missouri recently opened the licensing process for 14 mobile skins with an expected launch date in December.

Meanwhile, in New York, some have mentioned the company as a potential replacement for Resorts World Bet. The latter ceased operations on June 30. While the state has one of the highest tax rates, its size makes it a worthy investment.

Additionally, Bet365 has formed several high-profile partnerships. They include the St. Louis Cardinals in the MLB, the Washington Commanders in the NFL, the Denver Nuggets and Charlotte Hornets in the NBA, and the Colorado Avalanche in the NHL.

Positioning for a New Era

The addition of the Denver headquarters last year signaled that the expansion plans are not over, as it provides technological and operational support for rapid scaling. Owning the building means not only reducing long-term lease costs but also signals a commitment to the US market.

While the company has come to be associated with its fiercely private ownership under Denise Coates and family, the move suggests that bet365 could be pivoting towards openness to outside capital, something previously unthinkable.

With a valuation of $12 billion, the entity could become one of the most valuable gambling brands globally if it chooses to part ways with its current ownership model.

An IPO, especially in the US, could unlock fresh capital to fuel US expansion. It would also help improve technologies and even acquire some competitors. While it would be challenging to catch up to DraftKings and FanDuel, the company could close the gap.

Alternatively, a sale (partial or full) would preserve some degree of family control for the Coates. Industry insiders suggest that Denise Coates will likely remain involved even with a sale.

Whether it’s an IPO, a sale, or a private expansion, Bet365 is preparing for a new era that could reshape the company and the global betting industry.

The post bet365 Acquires Denver HQ for $135M, Signaling Deepening US Roots and Future Deals appeared first on CasinoBeats.

The iPoker network becomes the first cross-border B2B poker network across the two nations, each of which is a significant regulated poker markets in its own right.

The network launch boosts marketing and revenue potential for operators in the countries, partly through large-scale cross-territory network partnerships and promotions. It will also significantly expand on the offering for players in both markets, with greater prize pools and more cash game tables.

Shimon Akad, chief operating officer at Playtech, said: “Sharing liquidity across major European markets represents a huge opportunity for the industry.

“This is a significant move forward for us, our operators and our players. The presence of six key operators as launch partners highlights the opportunities that exist, while also giving encouraging signs towards the future direction of the network. This move further reinforces Playtech’s position as a leader in regulated markets, as well as our continued commitment to poker.”

The shared liquidity agreement also allows for extension into Portugal and Italy, meaning additional operators could join the network in the future, potentially attracting yet more new players.

Playtech’s poker software is currently licensed in 10 European markets, with more than 35,000 players live across the iPoker network at peak times.

The post Playtech’s poker network brings shared liquidity to France and Spain appeared first on CasinoBeats.

This was made worse by the fact the company is an official sponsor of the Champions League.

The issue the firm experienced meant that gamblers were unable to use the cash-out option on open bets and subsequently lost out on thousands of pounds. This option allows those placing the bets to settle the wager before the end of the match for a smaller prize total. The compromise is the bettor is guaranteed a return and the firm doesn’t have to pay out the full amount of the winnings had the customer waited till the final whistle.

This option is frequently used for ‘accumulator’ bets that are placed across multiple games and offer a higher risk/reward proposition.

Bet365, who recently launched gambling products in Brazil, experienced a technical issue which meant customers were unable to cash out while the result was still in their favor. Many customers commented that the results had changed by the time they were able to cash out, effectively costing them money. The reverse is also possible with some customers’ winnings increasing due to the firm’s issues.

Many customers took to social media to express their frustrations, including one stating the company should have to refund everyone who bet on the night’s fixtures.

The post Bet365 Flooded With Complaints During Champions League Matches appeared first on CasinoBeats.

The operator went live in Q4 last year with Hybrid Dealer Roulette. Inspired describes its Hybrid Dealer products as offering players “casino and gameshow content without the challenges associated with live-dealer products”.

A spokesperson for bet365 stated: “This partnership is a testament to our dedication to providing the best online casino experience for our players through cutting-edge offerings. 

“We are always looking for new ways to enhance the player experience and keep our players engaged. Inspired’s Hybrid Dealer Roulette game is an exciting innovation that we are confident will resonate with our players.”

Hybrid Dealer Roulette, Inspired’s second Hybrid Dealer game, has been designed to recreate the live casino experience. It features virtual CGI, pre-recorded real-life hosts, a countdown timer to place bets and players seeing round results at the same time.

The game also offers a social gaming experience with leaderboards and chat, as well as high-quality graphics and audio. In addition to bet365, Inspired has a Hybrid Dealer partnership with Flutter Entertainment’s FanDuel brand.

“We are thrilled to partner with bet365 to bring this exciting new game to their players,” commented Brooks Pierce, President and CEO of Inspired. 

“Hybrid Dealer is a whole new category of games, and through our advanced technology, bet365 will be able to provide a realistic Roulette experience to their online players without the expense and effort of dedicated studios and staffing.”

Earlier this week, bet365 continued its expansion in South America, going live with its online casino and sports betting products in Brazil following the launch of the country’s regulated igaming market.

The post Inspired Entertainment brings Hybrid Dealer Roulette to the UK with bet365 appeared first on CasinoBeats.

Available via the bet365 app and website, players in the South American country can now play on the bet365 Casino platform, which features live casino and slots content including multi-layered jackpots, classic-style fruit games and the latest titles.

With headquarters in Barueri, São Paulo, bet365 is also bringing its sports betting offering to Brazil and its responsible gambling tools to help customers play safely.

bet365 was one of over 60 businesses confirmed recently by Brazil’s Ministry of Finance to have completed full licence applications for the Brazilian igaming market. 

“We are delighted to announce our launch in Brazil, and deliver a premium sports betting experience to this vibrant market,” commented a spokesperson for bet365.

“Football fans around the world share a love of the beautiful game, but nowhere is that passion more evident than here. We’re thrilled that our Never Ordinary brand platform can further enhance the enjoyment of the sport for the Brazilian people.

“In addition, we will use our expertise and advanced responsible gambling tools to ensure a safe and responsible environment for all new customers.”

Elsewhere in South America, bet365 launched its online casino and slots offerings in Peru back in October last year.

The post bet365 launches online casino and sports betting products in Brazil appeared first on CasinoBeats.

With the launch, players in Peru will receive access to the bet365 Games platform, featuring online casino and slot titles, including multi-layered jackpots and classic-style fruit games.

In addition, customers in the South American market will also be able to wager on global sporting events through its sports betting offering, which includes its In-Play product, coverage of over 96 sports and access to more than a million live streams.

bet365’s platform in Peru also features responsible gambling tools to help customers play responsibly.

“We are delighted to launch a dedicated bet365 website in Peru, the fourth largest country in the region, known for its vibrant culture and dynamic population,” commented a bet365 spokesperson.

“As well as our unrivalled sports betting experience, our customers in Peru can now enjoy a comprehensive range of offerings, including casino games, live casino action and poker.”

Earlier this month, bet365 expanded its US partnership with Playtech to cover the state of Pennsylvania.

The post bet365 brings online casino and slots offerings to Peru appeared first on CasinoBeats.

Playtech will now provide its content offering to bet365 in the state of Pennsylvania, alongside the current deal between the operator and supplier in New Jersey.

“We are thrilled to expand our partnership with Playtech into Pennsylvania,” commented a bet365 spokesperson.

“Our collaboration has consistently delivered innovative and exciting gaming experiences for our players. We look forward to developing upon our already solid partnership as we continue to grow our offering and achieve new milestones together in the US market.”

The collaboration between Playtech and bet365 goes well beyond the US, as last month, the supplier and operator collaborated in Spain, launching a tailored Super Spin Roulette game – Ruleta Súper Spin – in the country’s online casino market.

Back in April, the two parties also joined forces to launch Super Mega Ultra, a live casino game show title derived from the operator’s established slot of the same name. 

Elsewhere in the US, Playtech has recently agreed to a multi-year partnership with the University of Nevada, Las Vegas, which aims to utilise technology to create a more sustainable gambling environment.

Kevin Kilminster, Chief Product Innovation Officer at Playtech Live, added: “We are excited to extend this partnership into another US state, continuing to support bet365 with solutions to support their strategic objective by creating new and engaging content for their customers. 

“Together, we have developed many innovative solutions, dedicated environments and bespoke games across many markets, and we look forward to further strengthening our successful partnership with this world-class operator.”

Last week at SBC Summit, Playtech took part in a press conference alongside MGM Resorts International to discuss their collaboration for MGM Live, an array of live casino products broadcasted directly from MGM’s world-famous Las Vegas establishments.

The post bet365 expands US partnership with Playtech into Pennsylvania appeared first on CasinoBeats.

The title works as a Spanish sequel to the collaboration’s original Super Spin Roulette instalment, hoping to “resonate with the local audience” by offering the title specifically tailored to the nation’s players. 

Playtech Live Chief Product Innovation Officer, Kevin Kilminster, stated: “We are excited to announce the launch of the second version of Super Spin Roulette, specifically tailored for bet365 customers in the Spanish market.

“Highlighting our dedication to innovation and the creation of bespoke content, this game resonates with the local audience and we look forward to continuing our journey of growth and delivering exceptional gaming experiences to the end-user.”

Presented as a Spanish language title, the new ‘Ruleta Súper Spin’ game will offer random multipliers on selected numbers, enhancing each bet by up to x540. 

A representative from bet365 added: “Super Spin Roulette, the latest game collaboration with our long-standing partner Playtech, has already proven to be a hit with players.

“Now, we’re taking this successful formula and tailoring it to the Spanish market. We are committed to delivering thrilling and unique gaming experiences to players around the world, and this is just another step in that journey.”

The new release adds to an evolving relationship between Playtech and bet365, with the igaming supplier continuing to produce exclusive titles for the sports betting and casino operator.

Previous activations have seen games such as Super Mega Ultra produced by Playtech and taken to market by bet365.

The post bet365 increases Spanish appeal with Playtech’s Super Spin Roulette appeared first on CasinoBeats.

The historic agreement will cover sponsorship of the men’s competition from the 2024/25 season to the 2026/27 season.

In addition, the online gambling operator will receive brand exposure on in-game perimeter LED boards, media backdrops and the digital channels of the elite European club football competition.

Guy-Laurent Epstein, Director of Marketing at UEFA, commented: “We are thrilled to welcome bet365 as an official global sponsor of the UEFA Champions League, uniting the world’s most prestigious club football competition with millions of passionate fans around the globe.

“As one of the leading online sports betting brands, with over 100 million customers, bet365 is dedicated to enhancing the excitement of sport while promoting responsible gaming practices. We look forward to a successful partnership that not only elevates the experience for our fans but also supports efforts to protect the integrity of the sport.”

The partnership between bet365 and the Champions League is being launched as part of one of the largest ticket giveaways in the competition’s history. 

A range of immersive activations are part of the agreement, including a free-to-enter ballot to give away thousands of tickets to fans in select countries.

“As the first sports betting brand to sponsor the UEFA Champions League, we’re delighted to be joining a roster of high-profile premier brand partners at such an exciting time for the competition,” added Alex Sefton, Global Chief Marketing Officer at bet365.

“bet365 has a long and successful football heritage and this prestigious partnership reflects our commitment to giving fans ‘Never Ordinary’ experiences.”

Earlier this month, bet365 completed a demerger at Stoke City FC as part of the new ownership model, meaning the Championship club is now owned by John Coates, who completed ownership of the club through Stoke City Holdings Limited.

The post bet365 named UEFA Champions League’s first sports betting partner appeared first on CasinoBeats.

Launched exclusively via bet365’s sports betting and online casino platform, the game will be available across several jurisdictions as players gain the chance to win an array of prizes. 

Every day, three tiles are revealed by players, each offering one of many symbols that correlate to prizes that can be claimed if a certain number of symbols are collected. The game grid will reset every Monday at 5pm. 

Prizes that can be claimed by matching identical symbols include free spins, golden chips to be used on live casino products and free bet credits for sports betting. 

Additionally, players can reveal a diamond symbol that immediately awards five free spins, with no symbol matching required. 

A representative from bet365 stated: “Yet again Incentive Games have delivered a brilliant free-to-play product for bet365. With customers able to uncover matching symbols and win free spins, golden chips or free bet credits, Prize Matcher becomes a welcome addition to our bet365 Games product platform.”

The game builds on an ongoing partnership between the two firms, having collaborated on several similar projects in recent years.

Ahead of the EURO 2024 championships earlier this year, Incentive Games produced another free-to-play game tailored to the football competition. 

Amy O’Donnell, Head of Product at Incentive Games, added: “We are incredibly proud of the work that has gone into creating this new bet365 Games product. Prize Matcher is a premium free-to-play game and is a testament to the years-strong partnership between Incentive Games and bet365. 

“The game’s new features not only enhance player engagement but also provide bet365 with a versatile tool for customer retention and cross-selling within their gaming portfolio.”

The post bet365 & Incentive Games launch daily free game Prize Matcher appeared first on CasinoBeats.