bet365 officially launched its sportsbook and online casino in Michigan on April 17, bringing its U.S. footprint to 17 states and reinforcing its position as one of the most aggressive European operators expanding in the post-PASPA American market.
Michigan launch expands regulated market presence
The Michigan Gaming Control Board approved Hillside Michigan LLC, bet365’s local operating entity, as the new internet gaming and sports betting platform provider for the Little Traverse Bay Bands of Odawa Indians. In doing so, bet365 replaced PokerStars, which recently exited the Michigan market. PokerStars’ former player base was shifted into FanDuel Casino-related licenses.
Michigan now has 13 online sportsbooks and 16 iCasino platforms, making it one of only four U.S. states with a fully competitive regulated online casino market, alongside Pennsylvania, New Jersey, and West Virginia.
Local sports deals support market entry
To strengthen its brand presence in the state, bet365 also announced partnerships with the Detroit Tigers and the Detroit Red Wings. The company will serve as the official sports betting partner of the Tigers for the 2026 MLB season and the presenting partner of the Red Wings for the 2026-27 NHL season.
At Comerica Park, bet365 branding will appear through virtual signage during broadcasts. Since April 1, the regional sports network has also carried the branding “Detroit SportsNet, presented by bet365”, underscoring the operator’s push for local visibility.
Massachusetts may be next
bet365’s next U.S. target appears to be Massachusetts. On April 9, the Massachusetts Gaming Commission voted 5-0 to reopen the sports betting license application process after receiving a formal letter from bet365 expressing interest in a Category 3 untethered license. The state currently still has four such licenses available.
A Category 3 license in Massachusetts requires a $200,000 application fee and a $5 million licensing fee for a five-year term. The state already has seven active operators, including FanDuel, DraftKings, BetMGM, and Bally Bet.
The reopening also comes amid regulatory friction over prediction markets. MGC Chair Jordan Maynard said it was encouraging to see companies seeking entry through the licensed framework while prediction markets, which the state does not allow for sports betting, continue to draw scrutiny. Massachusetts has already secured an injunction against Kalshi, though that case remains under appeal.
Methodical North American expansion
bet365 has invested heavily in North America over the past two years. In 2024, it opened a 120,000-square-foot headquarters in Denver at a reported cost of $135 million. During 2025 alone, the operator launched in five new states, with Missouri marking its most recent entry in December 2025.
The company also expects to move into Alberta on July 13, when the Canadian province opens its new regulated commercial online betting market. Compared with several European rivals whose U.S. expansion efforts have stalled, bet365 has maintained a steady, state-by-state strategy and remains one of the few European-rooted operators with durable traction in the American market.