bet365, a household name in the online betting world, continues to solidify its position at the forefront of the industry. The company recently launched an exciting new Football Predictor game in partnership with B2B games provider Incentive Games, just ahead of this summer’s FIFA Club World Cup. This free-to-play tournament predictor is the latest in bet365’s suite of engagement tools, designed to immerse football fans in the major tournament window. Players forecast match outcomes and earn points based on a fixed stake multiplied by the odds, with daily and overall prize pools up for grabs, including a £50,000 grand prize. This innovative offering highlights bet365’s ongoing commitment to enhancing user experience and driving engagement through unique gaming features.
Beyond sports betting, bet365 has also made strides in its casino offerings. April 2025 saw the exclusive release of “Gates of bet365,” a brand-new slot game developed in-house, building on the popular “Gates of Olympus.” This new title boasts a 96.5% RTP, high variance, and features like avalanche, bonus games, free spins, and multipliers, offering a fresh experience for casino enthusiasts. These developments underscore bet365’s multi-faceted approach to the gaming market, continuously expanding its portfolio across sports and casino verticals.
Strategic Shifts and Market Expansion
The past year has been a period of significant strategic recalibration for bet365. The company recently exited the Chinese market, a move widely seen as a pivot towards fully regulated jurisdictions. This decision aligns with a broader industry trend where established operators are increasingly prioritizing compliance and long-term sustainability over operations in grey markets. The focus on regulated environments, particularly in the US and Brazil, demonstrates bet365’s commitment to robust growth in legally compliant territories.
In terms of financial performance, bet365 returned to profitability in its 2023-24 fiscal year, reporting group revenue of £3.72 billion, a 9% increase over the previous year. This turnaround follows a £12.4 million loss in the prior year, highlighting a positive trajectory. Sports betting revenue saw an 11% increase, buoyed by strategic investments in its US platform and successful launches in new states like Arizona, Iowa, Indiana, Kentucky, Louisiana, North Carolina, and Pennsylvania. The company’s expansion into these key US states is crucial for its growth ambitions, as it seeks to carve out a larger share in a highly competitive market.
Despite the overall positive financial results, industry analysts have noted that the 9% revenue growth, while commendable, could be considered “disappointing” given the broader double-digit growth seen in the online gambling sector. Challenges include competitor advancements in in-play product offerings and a relative stagnation in gaming revenue compared to sports betting. Nevertheless, bet365 retains substantial scale, resources, and brand strength, providing a solid foundation for future endeavors.
Innovations and User Experience at bet365
Innovation remains a core pillar of the bet365 strategy. The recent “Sub On Play On” soccer promotion launched across Europe exemplifies this. This feature ensures that bets placed on a specific player remain valid even if that player is substituted, with the wager automatically transferring to the incoming replacement. This creative solution addresses a common frustration for bettors, enhancing the overall in-play experience and showcasing bet365’s dedication to improving the betting journey.
Beyond specific features, bet365 continues to refine its mobile application, which remains a key differentiator. Users consistently praise its clean design, intuitive layout, and comprehensive range of markets. The app prioritizes a seamless experience, allowing both seasoned bettors and newcomers to navigate effortlessly. The company also continues to offer attractive welcome bonuses and ongoing promotions, including parlay boosts that can go up to 100% on pre-game parlays, providing added value to its customer base.
The strategic consideration of a potential sale or IPO, with a valuation estimated at up to £9 billion, has also garnered significant attention. While the Coates family, who founded and control bet365, has not publicly commented, these discussions with Wall Street banks and US advisers signal a potential shift in the company’s long-term ownership structure. Such a move would undoubtedly be one of the largest developments in the online betting sector and could reshape the global market landscape. Regardless of the outcome, bet365’s trajectory suggests a continued focus on expansion and innovation in regulated markets, solidifying its standing as a leader in the industry.
Disclaimer: This blog post is based on information publicly available at the time of writing and does not constitute financial or betting advice. Readers should always exercise responsible gambling practices.