The overarching narrative pertaining to U.S. sports betting over the last 18 months has been the gradual consolidation of the market. Once heralded as global gambling’s golden opportunity, many operators have decided to call it quits stateside and cede to the daily fantasy sports duopoly and casino resort operators.
However, one operator has broken the mold and is doubling down on its U.S. investment. bet365 last week confirmed the opening of its new U.S. headquarters in Denver, Colorado, where it aims to have over 1,000 members of staff.
The UK-based operator has made a significant investment into the local economy, opening the 120,000 square meter facility at One Platte in downtown Denver and is planning to hire 300 members of staff in the first year, with this figure eventually rising to 1,000.
“With a bustling business community, Denver represents a phenomenal opportunity to launch our U.S. headquarters, and we are beyond excited to call Colorado our new home,” a bet365 spokesperson tells SBC Americas. “Since launching in the Centennial State in September 2022, we have been blown away by the passion and pride that local sports fans have for their teams and their city.”
bet365, a privately owned operator heralding from Stoke-on-Trent in the former industrial heartland of England, has taken the U.S. opportunity very seriously. It has launched in 11 states so far including Colorado, as well as high-profile markets such as New Jersey, Pennsylvania, and Ohio. In the latter, the firm is consistently in the top five operators for promo spend.
The firm’s spokesperson adds that the work in the U.S. is only just beginning, with growth plans in the pipeline over the next few years.
“Our main priority in the U.S. is driving growth in our live states, and in the process, ensuring that the bet365 Never Ordinary experience, including the full range of markets, features and promotions, is enjoyed by all new and existing bet365 customers.”
As mentioned, bet365 was founded in Stoke-on-Trent, a city made famous for its pottery industry during the UK’s industrial revolution up until the latter part of the 20th century. bet365’s growth throughout the 21st century has helped it become one of the city’s biggest employers, allowing locals to enter highly-skilled and well-paying jobs in a dynamic industry.
It is the same kind of success that the operator is seeking to bring to Denver. Though one of the U.S.’ largest cities and economies, Denver stands to benefit from bet365’s presence and commitment, as recently referenced by Colorado Governor Jared Polis, who said, “bet365 will create nearly 1,000 new good-paying jobs and as many as 300 this year that will help Coloradans earn a good living and support their families. We are confident they will quickly find that our great state is the best place to live, work and do business.”
bet365’s spokesperson adds: “Within the next five years, we are looking to hire nearly 1000 employees across a spectrum of services including customer service, marketing, legal, finance, trading, software development, technology and more. Our sizable hiring objectives demonstrates bet365’s significant investment and commitment to the Denver community.”
The firm’s commitment to the U.S. comes at a time when others are departing. Kindred recently left the U.S. despite being a mainstay of European markets, while WynnBet has shuttered even though the firm holds a significant land-based position in the U.S.
However, bet365 continues to see opportunities in North America while the uptake of betting continues to increase. The NFL season recently began and bet365 marked it by launching its “Breaking News” campaign, as well as new features such as ‘Bet & Watch’ and ‘Thursday Night Touchdowns’.
The firm outlines: “This NFL season, we have seen large growth in the player markets, specific the Anytime TD, which is now the single most popular market for the sport. Our innovative Single Game Parlays have changed the way bettors can tailor their own SGPs across different markets into one boosted ticket. Its vast popularity signals that our customers love the customization factor. Plus we will continue to offer a variety of profit boosts and props for each game that provides our customers the best sports betting experience.
“With the NFL already being one of the most popular leagues for bettors, whether in the U.S. or globally, its growth continues. bet365 will continue to be at the forefront of market innovation for NFL and all sports.”
2025 proves to be an exciting period for bet365 in the U.S., not least because of the opening and continued investment into the Denver HQ. Other opportunities display themselves, including the inaugural 32-team FIFA Club World Cup soccer tournament to be held stateside next year, followed by the FIFA World Cup 2026.
With soccer, one of bet365’s most popular sports globally, the firm aims to be a leader for these tournaments as the sport continues its rise in popularity in North America.
More generally, though, the firm remains upbeat about its U.S. fortunes.
As the spokesperson concludes: “You can expect our continued commitment on creating and delivering the best sports betting experience for our customers. Every person and department in Denver, the UK, and beyond is laser-focused on advancing our best-in-class product, and we are excited for the future.”
