bet365 Sportsbook Continues US Expansion With Kansas Launch

bet365 Sportsbook continues to defy the odds.

The UK-based sportsbook is now live in Kansas, becoming the state’s seventh platform. Customers will have access to a massive bet catalog, including wagers on in-state college teams. They will also have access to two unique features in BetSync and Quickslip, which help track bets and streamline the wagering process.

With the Sunflower State launch, bet365 is now live in 14 US markets. The continued expansion comes as European rivals SuperBet and BetFred exit the hyper-competitive market. Their exits are the latest in a long line of international operators that have failed in the American sports betting market. 

bet365 has found a way to succeed as its peers struggled. Their slow and deliberate expansion allowed them to establish their brand and capture a significant market share. Establishing partnerships with teams like the Indiana Fever has helped make bet365 a household name, while their impressive platform continues to win over bettors looking for a change.

Last month, the sportsbook joined the Sports Betting Alliance, showing its continued commitment to the ever-expanding US sports betting market.

Launch Comes as Kansas Considers Changes

Calls to change the regulations of the Kansas sports betting market have been growing. Lawmakers have been looking to make some changes, and some are looking to force operators to seek new licenses once they’re done. The market’s framework is set to be reviewed and debated during the 2026 legislative session. 

The increasing likelihood of tighter regulations left some wondering why bet365 decided to move forward with the launch. The bookmaker made a significant investment to enter the Kansas market, and could be forced to do so once again if changes to the licensing process are made next year.

The expanded market could also lead lawmakers to consider raising the tax rate for sportsbook operators. Its 10% rate is one of the lowest in the country, with the average sitting around 19%. Many states have been raising their rates as their industry grows, and it's possible Kansas will follow suit as it considers significant changes to its market.