It’s Rocky Mountain High as bet365’s Queen of British iGaming Gets Set to Rule America


FanDuel, DraftKings, BetMGM, Caesars, PointsBet, must be quaking in their boots. And if not, they soon will be. For bet365, the queen of British iGaming, is gearing up to conquer North America.

This week in a softly-softly move the Stoke-on-Trent origin betting giant quietly launched in the Rocky Mountain state of Colorado, not exactly the hottest sportsbook market in the United States, but a significant one, nonetheless.

It was a typically low-key move by bet365’s reclusive billionaire Chief Executive Denise Coates, who, aided by her brothers John and Peter, has turned their father’s modest legacy of three local High Street bookies into the world’s biggest online betting company.

Until the Colorado entry, bet365 had only been operating, since 2019, in the so-called Garden State of New Jersey, when—following a Supreme Court ruling–online sports betting first became legal across America.

The slow rollout of bet365’s US strategy speaks of an operator brimming with knowledge, savvy and confidence.

Not for them the frenzied “Hail Mary”, multi-million-dollar campaigns that betray a desperation to buy market share at almost any price.

Instead they’ve tested the waters, watched and learned from the errors of their competitors.

And it comes as no surprise to hear that the British company was recently voted the “most trusted” online sportsbook in America.

The Colorado launch, gestating since May, 2020, when bet365 signed a 10-year partnership deal with Century Casinos, segues perfectly with the betting bonanza that kick-offs with the start of the all-important NFL American Football season.

And what’s next on the bet365 US hit list?

Last month (August) the company won a licence to operate in Virginia.

Bet365 will soon be having America for tea.

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