Bet365 has announced its official debut in Michigan, which becomes the seventeenth US state in which the operator has an active presence.
Bet365 has announced its official debut in Michigan, which becomes the 17th US state in which the operator has an active presence.
Michigan launched its iGaming and sports betting markets simultaneously in January 2021, and more than five years later, residents now have access to bet365’s platforms in both of these segments.
On the sports side, players can access the operator’s full range of betting markets, while bet365 Casino has also gone live.
A spokesperson for the company praised the opportunity presented in Michigan, saying: “This is a mature market with knowledgeable fans, and we’re confident our product stands apart.”
Local partnerships help Bet365 put down roots
The British operator has been laying groundwork for this venture in advance of the announcement.
Partnerships with the Detroit Tigers, the Detroit Red Wings and Detroit-based live entertainment firm 313 Presents have ensured that the Michigan public has already been exposed to bet365 branding.
The company has also marked its entry by offering potential new players various welcome offers on both its casino and sports betting platforms.
View from the Michigan Gaming Control Board
Online sportsbooks and iGaming platforms need to possess an agreement with a domestic commercial or tribal casino to gain access to Michigan.
An opportunity to enter the Michigan market opened up when PokerStars opted to retire its standalone platforms and integrate fully with FanDuel.
This decision led to the dissolution of PokerStars’ Tribal partnership and left the door open for bet365 to step in.
The Michigan Gaming Control Board (MGCB) formally approved the launch of Hillside Michigan LLC on 17 April.
The newly formed company will do business as bet365, and will offer gaming and sports betting on behalf of the Little Traverse Bay Bands of Odawa Indians, the group that runs Odawa Casino in Petoskey.
MGCB executive director Henry Williams commented: “We are pleased to welcome bet365 as the tribe’s new platform provider and look forward to seeing the Little Traverse Bay Bands of Odawa Indians continue to provide a safe, responsible, and enjoyable wagering experience for players across the state.”
Massachusetts entry may be in bet365’s future
Bet365’s 18th US market entry could yet be Massachusetts, which until recently was closed for licence applications.
In early April, however, the Massachusetts Gaming Commission (MGC) voted to reopen the window for sports betting licence applications following a request from bet365.
During an open meeting, MGC deputy general counsel Justin Stempeck revealed that the operator had been in discussions with the state authority “for quite some time” on this matter.
Four Category 3 ‘untethered’ mobile sports wagering licences are now currently available in the state, which means that bet365 would not have to partner with a casino or racetrack to be eligible.
Bet365 previously pursued a deal with Raynham Park Racetrack, which would have allowed it to enter Massachusetts with a Category 2 licence, but the partnership broke down in January 2023 before bet365 could go online.
With the window now open again, the pathway is clear for bet365 to follow up on its reported interest and continue its US expansion in earnest.