Bet365 Continues US Expansion By Adding Arizona Sports Betting License

Bet365 took another big step in its expansion into the US sports betting market on Tuesday when they were awarded an operating license in Arizona. They will be partnering with the Ak-Chin Indian Nation, which lost its sportsbook partner when Fubo shut down its sportsbook operations. bet365 will become the seventeenth sportsbook to operate in the Copper State, joining several industry giants like FanDuel and DraftKings.

While bet365 is still relatively new to the US Market, they are one of the largest operators internationally. After starting in the UK, they expanded to cover most of Europe and developed a quality platform. Now, the question is whether that international success can translate to the US. 

“Bet365 has done so well globally because they developed a product in the UK that no one had. Can they come in and develop something Flutter isn’t thinking about?” JMP securities analyst Jordan Bender said about bet365’s expansion. “Penn, Caesars, all these guys that had been here from the start had no idea what they were doing and were just pumping money out. We’re kind of in a different world right now.”

The operator also added a Kentucky operating license, which will be available in five states once the NFL season begins.

Bet365 Hope to Learn From the Failure of Others

After the market exploded when sports betting in the US finally opened, things have now changed. BetMGM, Caesars, FanDuel, and DraftKings have dominated the US market share, leading to several other sportsbooks ceasing operations. This issue has been especially prominent with international sportsbooks such as PointsBet, which recently sold its US business after failing to capture enough market share. 

Bet365’s slow start to expansion was aimed at testing the US market. The operator has been paying close attention to the failings of other sportsbooks in the hope that it will help them avoid the same pitfalls. Their success or failure will likely influence how international operators view the US market going forward.