GarryKillian/iStock via Getty Images Bet365 celebrated the 25th anniversary of its launch this year after growing from a small British betting startup into one of the world’s largest online gambling companies. Notably, the company's U.S. expansion is beginning to show results. Founded in 2000 by Denise Coates in Stoke-on-Trent, England, Bet365 launched its online betting platform in 2001 and quick...
GarryKillian/iStock via Getty Images Bet365 celebrated the 25th anniversary of its launch this year after growing from a small British betting startup into one of the world’s largest online gambling companies. Notably, the company's U.S. expansion is beginning to show results. Founded in 2000 by Denise Coates in Stoke-on-Trent, England, Bet365 launched its online betting platform in 2001 and quickly became known for its focus on sports betting technology, live wagering, and user-friendly features. The company is still closely controlled by the Coates family, with Denise Coates still the central figure in its ownership and strategy. Due to its private ownership, Bet365 has moved at a strategic pace. Unlike some rivals that rushed into the U.S. market, Bet365 has expanded more gradually, state by state, building a presence in newer sports betting markets and taking market share in places such as Ohio, Kentucky, Kansas, and Maryland. The company has also been able to compete by leaning on aggressive pricing, promotions, and a strong product experience. In Missouri, the most recent state to approve sports betting in the U.S., Bet365 has generated a 7.8% market share of the total sports mobile wagers in the state since the launch date of December 1, 2025. The market share ranks behind DraftKings ( DKNG ) at 37.7%, FanDuel ( FLUT ) at 37.3%, and BetMGM ( MGM ) ( GMVHF ) at 8.6%, but ahead of Fanatics ( FANA ) at 3.2%, Caesars Sportsbooks ( CZR ) at 3.1%, Penn Sports Interactive ( PENN ) at 1.6%, and Circa Sports at 0.4%. Interestingly, Bet365 had a much higher percentage of parlay wagers than its competitors, which typically have higher hold rates for online sportsbooks. Bet365 is currently legal in the U.S. in Arizona, Colorado, Illinois, Indiana, Iowa, Kansas, Kentucky, Louisiana, Maryland, Missouri, New Jersey, North Carolina, Ohio, Pennsylvania, Tennessee, and Virginia. While Bet365's U.S. footprint is still smaller than the share of market leaders, it has been gainin...