TLDR
- Bet365 has officially launched in Michigan, making it the company’s 17th US state
- The bookmaker partnered with the Detroit Tigers (MLB) and Detroit Red Wings (NHL) for the Michigan launch
- Massachusetts could be next after the state Gaming Commission reopened sportsbook license applications on April 9
- Bet365 left the American Gaming Association in March 2026, fueling speculation about a possible move into prediction markets
- The US gaming industry hit $71.9 billion in iGaming revenue in 2024, marking a fourth consecutive record year
UK-based sportsbook Bet365 has launched operations in Michigan, marking the company’s 17th active US state. The launch was announced last week alongside new partnerships with two Detroit professional sports teams.
Bet365 confirmed deals with the Detroit Tigers of Major League Baseball and the Detroit Red Wings of the National Hockey League. The partnerships are part of the company’s broader marketing strategy tied to each new state rollout.
Michigan is the latest step in a steady US expansion that began in 2019 when New Jersey became the first state to accept Bet365. That came a year after the Supreme Court overturned the federal PASPA law that had banned sportsbooks nationwide.
Since that ruling, 41 states have launched legal multi-license betting markets. The US earned $71.9 billion in iGaming revenue in 2024 alone, according to American Gaming Association data. That marked the fourth straight year the industry set a new revenue record.
Bet365’s Marketing Push Across the US
The Michigan launch included two promotional offers. Casino players can get 1,000 free spins and up to $1,000 in deposit matching. Sportsbook users are being offered a “Bet $10, Get $365” deal.
Bet365 has followed a similar playbook in other states. In Missouri, the company partnered with the St. Louis Cardinals. On a larger scale, it recently signed a sponsorship deal with the UFC covering both the US and Canada.
The company is one of only a few European-based operators to find success in the American market. Flutter Entertainment, which owns FanDuel, and Entain, which co-owns BetMGM with MGM Resorts, are the other two.
Several other European brands have struggled. Betfred, Betsson, Unibet, Betway, and Tipico all attempted to break into the US with varying results but largely failed to gain a foothold.
Massachusetts Could Be Next
Bet365 may not be done expanding. The Massachusetts Gaming Commission voted unanimously on April 9 to reopen sportsbook license applications following a request from the company.
MGC Deputy Justin Stempeck said Bet365 was interested in obtaining a category 3 untethered license. That would allow the company to operate without being tied to a physical casino location in the state.
Massachusetts is known for strict regulatory oversight. The MGC has a reputation as a demanding licensing body, and some state lawmakers have taken a critical view of the sports betting industry.
State legislators have introduced SB 302, a bill aimed at addressing economic, health, and social harms caused by sports betting. Bet365 may face questions about player protection and safer gaming practices during the licensing process.
The company could also be asked about its past operations in Asian markets, including China, as part of any compliance review.
Meanwhile, the prediction market space in the US has grown rapidly. Platforms like Kalshi and Polymarket have gained popularity, especially in Texas and California, where traditional sports betting remains illegal.
FanDuel, DraftKings, and Fanatics have all entered the prediction market space. All three left the American Gaming Association late last year.
Bet365 became the fourth company to leave the AGA in March 2026. That move has fueled speculation that it may also be considering a prediction market product.
However, that remains unconfirmed. Bet365 and the other former AGA members continue to hold membership in the Sports Betting Alliance.
