The sports betting market in the United States has grown exponentially in a relatively short period. More and more states are allowing for online sports betting and casino gambling, which means that major sports betting brands must invest heavily to keep up.

Bet365 is one of the biggest sportsbooks on the planet, growing exponentially in the United Kingdom and abroad. The company has also invested heavily in an expansion effort in the United States, bringing the vaunted sportsbook to players in several states so far.

A Major Investment in the Product

Bet365 sportsbook’s tagline is “We don’t do ordinary.” The company claims to cater to more than 100 million customers across the globe.

As one of the largest brands in the industry, the company employs more than 7,000 workers worldwide to serve millions of customers.

Both bet3650 Casino and Sportsbook have continued to grow as sports betting and casino gaming expand in the United States. To meet the growing demand, bet365 has had to make a significant financial investment.

It is estimated that the company is in the midst of an $850 million expansion effort in the United States. The biggest investment, according to the company itself, is in development, technology, and IT infrastructure for online sports betting.

Marketing costs are also substantial, especially when facing industry giants like DraftKings and FanDuel.

The efforts of the famed sportsbook have been paying dividends. It is the fastest-growing sports betting operator in the US, especially by offering bet365 voucher codes to new customers.

Meeting the optimal online sportsbook experience, bet365 continues to be at the forefront of the industry.

Bet365 Investments

Though that $850 million investment is substantial, it doesn’t cover what the company is investing in. It has made substantial improvements to BetBoost and BetBuilder, two of its premier offerings. Much of the investment, however, has gone into the US platform.

As recently as January 2024, bet365 had launched in a total of six states – Ohio, Colorado, Iowa, Louisiana, Kentucky, and Virginia. It is safe to assume that the plan includes expanding online sports betting to other states, though nothing has been formally announced by the organization.

Part of the investment has been in the capabilities of the trading platform. Those improvements will benefit the pre-match and in-play products offered by the sports betting company.

Bet365 has also made investments in both the French and Latin-American Spanish languages for its proprietary platform, giving it greater reach. A litany of partnerships is providing a framework for the growth that bet365 hopes to achieve.

According to Regulus Partners, a gaming consultancy firm, bet365’s US operations will likely have costs that increase faster than revenue for the time being. Such is the way of life in an aggressive expansion effort.

The Denise Coates Problem

Denis Coates, the founder and CEO of bet365, collects one of the largest salaries in the industry. In 2023, she collected more than £270m, including an entitlement of a bit more than 50% of the £100m that was paid out as dividends for the year.

Some have argued that her salary is egregious, though it doesn’t appear that will change any time soon. With the sportsbook and online casino continuing to grow, it is hard to argue with her track record as CEO.

Bet365 Leads Online Sports Betting with UK Gambling Reforms and Solutions

From a regulatory standpoint, bet365 continues to stay at the forefront of the industry. It has said that it would welcome regulatory reform proposals from the UK’s Gambling Act while also taking steps to find a workable solution for affordability checks.