British operator bet365 is leveraging its expertise as a long-established gaming brand in Europe to solidify a footprint in North America’s burgeoning online gambling market.
In an exclusive interview with SBC, bet365 CMO Stephanie De Flora details how the company’s expertise as an international gaming provider has allowed it to remain a major player in North American markets. De Flora also reflects on the unique conditions and challenges bet365 faces in U.S. markets during expansion across America.
“bet365 entered the U.S. market with the advantage of a long-established global product and operational foundation, but we also understood early on that success in North America would require more than replicating a UK model,” says De Flora.
“Our success has come from focusing on the serious sports fans, understanding what is important to them, and delivering a premium product experience through our depth of markets, competitive odds, live betting, and early payout offer.”
North America welcomes bet365
Bet365 entered the U.S. market in 2019, one year after the overturning of PASPA.
Since then, the operator has expanded its reach to more than 17 U.S. jurisdictions. Most recently, the company launched online sports betting and online casino operations in Michigan. As of June 4, bet365 also offers iGaming in New Jersey and Pennsylvania.
The operator continues to expand its reach in a U.S. gaming market that had Americans wager more than $3 billion on this year’s March Madness tournament alone, according to data provided by the American Gaming Association. Bet365 is taking advantage of the opportunities in the U.S. despite other international brands failing to win market share.
The inability to compete in the U.S. has caused operators to exit America entirely. International brands that have exited America’s online wagering market since 2024:
- 888 Holdings
- Betfred
- Kindred Group
- Tipico
- Super Group
Bet365 attributes the company’s ability to compete in the U.S. to its unique and personalized marketing strategies and delivering a rewarding product and experience.
“Every market presents unique challenges based on the regulatory environment, competitive intensity, and customer behavior that can differ significantly state by state,” says De Flora. “Our focus has been to localize our marketing and understand our customers in each particular state.”
New marketing campaign in North America for bet365
Bet365 executed its localized approach by delivering a new advertising campaign.
In March, the company launched its “Winning is Everything” campaign. The campaign is delivered across TV, digital, audio, and social media channels in the U.S. and Canada.
The British operator collaborated with New York-based marketing and communications agency VML to create and deliver the marketing campaign.
“The campaign has helped elevate awareness of bet365 as a sportsbook for serious sports fans and casino customers in both the U.S. and Canada,” says De Flora.
“It’s given us a strong platform to celebrate our customers’ passion while reinforcing the product experience that differentiates us. We’ve seen strong engagement across channels, particularly around major sports moments tied to the campaign rollout, like our UFC partnership and new state launches.”
bet365 expands reach while facing challenges
Bet365’s marketing practices have proved to be effective in the U.S., but the success hasn’t come without challenges for an operator that has a projected valuation of over $10 billion.
“A big challenge of ours is building brand awareness in an incredibly crowded and fast-moving category,” continues De Flora.
“We’ve focused on establishing a distinct, consistent identity that stands out through product, experience, and trust, while preserving our 25-year history.”
Bet365 is establishing an identity in the U.S. through partnerships with key stakeholders.
It forged a deal with the Detroit Tigers and the Detroit Red Wings ahead of its launch of online wagering operations in Michigan. Bet365 also secured a market access agreement with the St. Louis Cardinals for its launch of sports betting in Missouri in 2025.
“For each new market we enter, we take time to understand customer preferences, the local teams, and make sure we are compliant with regulations so our campaigns resonate with the local audience,” adds De Flora.
Last year, bet365 also landed deals with the Chicago Sky and Indiana Fever. The partnerships with the WNBA teams both include in-arena marketing and fan activations.
In March, bet365 agreed to a long-term partnership with the UFC. The pact covers the U.S. and Canada and includes sportsbook integrations displayed during broadcasts.
The UFC and bet365 also team up to deliver digital and social media content.
De Flora will be speaking at SBC Summit Americas 2026 next week in Fort Lauderdale, Florida, during a fireside chat with SBC Americas Editor Adam Candee.
