Bet365 is primarily an online gambling operator and software provider specializing in sportsbook and casino game platforms.
Bet365 is primarily an online gambling operator and software provider specializing in sportsbook and casino game platforms.
Bet365 is most famous for its in-play sports betting platform, offering a wide range of sports markets, live streaming of over 1 million events annually, and casino products including slots, poker, and bingo. It also features unique products like Bet Builder and fantasy sports.
Bet365 was founded in the year 2000.
The official website is https://www.bet365.com
The main contact address is Bet365 House, Media Way, Stoke-on-Trent, Staffordshire, United Kingdom, ST1 5SZ. Contact via emails and phone numbers are typically provided through official website support portals and affiliate contacts.
Founded by Denise Coates, who remains the majority shareholder and joint CEO. Her brother John Coates is the other joint CEO. The company is privately owned by the Coates family.
United Kingdom
Primary headquarters in Stoke-on-Trent, UK, with additional offices in Manchester, Malta, Gibraltar, United States, Bulgaria, Armenia, and Australia.
Bet365 operates under Hillside (New Media) Limited. It acts as a parent within a group structure with various regional subsidiaries to handle local licensing and operations.
Bet365 is a privately held company.
The company reported revenues of approximately £3.7 billion for the fiscal year 2023/24; precise valuation is private but is estimated in the multi-billion-pound range given revenues and market presence.
Key executives include Denise Coates (Co-CEO), John Coates (Co-CEO), and Fredrik Bjurfjäll (Chief Executive Officer). A board of directors includes Peter Coates.
Bet365 employs over 9,000 people globally as of 2025.
Annual revenue was £3.72 billion (approximately $4.65 billion) for the year ending March 2024, marking a 9% growth from the previous year.
Primary revenue comes from sports betting, followed by online casino, poker, and bingo products.
Around 80-85% of revenue is estimated to come from sports betting, with the remainder from casino, poker, and bingo segments.
Bet365 has experienced steady annual revenue growth of approximately 8-10% driven by product enhancement and geographic expansion, notably into the US market.
Bet365 plans to expand further in regulated markets, especially in the United States, increase their offerings in casino and virtual sports, and invest in technology innovation.
Bet365 holds multiple licenses including UK Gambling Commission, Malta Gaming Authority, Gibraltar Regulatory Authority, and others in Europe, Australia, and the Americas.
Licensed in the UK, Ireland, Malta, Spain, Italy, Sweden, Denmark, Malta, Bulgaria, Serbia, Croatia, Czech Republic, Mexico, Brazil, Argentina, Colombia, Australia, New Zealand, South Africa, and various US states.
Regulated by UK Gambling Commission, Malta Gaming Authority, Gibraltar Regulatory Authority, Curacao Gaming Authority, and US state gaming commissions among others.
Specific current pending license applications are not publicly disclosed but Bet365 regularly renews licenses in key jurisdictions to maintain compliance.
Maintains required compliance certifications for multiple jurisdictions including anti-money laundering (AML), data protection (GDPR), and responsible gambling certifications.
Bet365 was fined £582,120 in 2024 by the UK Gambling Commission for AML and social responsibility compliance failures, among other regulatory remediations ongoing.
Implements strict responsible gambling policies including spending limits, self-exclusion, player activity monitoring, and intervention tools.
Employs independent testing for game fairness, uses certified Random Number Generators (RNG), and provides transparent terms and player protections.
Bet365 has AML compliance programs including customer due diligence, financial transaction monitoring, and external AML audits as mandated by regulators.
Supports rigorous KYC procedures during registration and deposit/withdrawal processes to verify player identity and prevent fraud.
Their games and platforms undergo certification and audits from accredited independent testing labs such as eCOGRA, iTech Labs.
Bet365 uses RNGs that are certified by recognized testing authorities to ensure randomness and fairness.
Fully compliant with GDPR data protection standards for customer data privacy across its European operations.
Regular internal and external audit reports are generated to demonstrate compliance with regulatory and licensing requirements.
Games and systems are audited regularly, typically annually or per new release, as required by jurisdictions and independent testing bodies.
Bet365 is one of the world's largest online gambling operators by revenue and player base, holding a significant market share in Europe and growing in the US.
Major competitors include Flutter Entertainment (Paddy Power, Betfair), Entain (Ladbrokes, Coral), William Hill, DraftKings, and FanDuel.
Strong brand reputation, proprietary technology platform, vast sports coverage with live streaming, innovative betting products, and global multi-jurisdiction presence.
Strongest in the UK, Europe, Australia, and rapidly expanding in regulated US states.
Regarded as a trusted, reliable operator with high customer satisfaction and operator confidence due to innovation and compliance focus.
Bet365 has won multiple industry awards for Best Sportsbook and Innovation in Betting Technology over past decade.
Operates competitively with market-standard commissions and revenue shares, often offering better player value and operator terms in strategic markets.
Advanced in-play betting technology, comprehensive live streaming service, Bet Builder tool, and large multilingual product offering.
Partnerships with various game content providers (e.g., Greentube), sports leagues, affiliate networks like bet365 Partners.
Positioned as a premium, innovation-driven global online sports betting and gaming platform.
Strengths include technology investment, brand trust, operational scale; weaknesses include regulatory scrutiny and competition in emerging markets.
Capitalizes on live betting growth, US market legalization, mobile betting trends, and gamification.
Demonstrates strong compliance capabilities and agile regulatory response teams adapting to new laws and licensing conditions.
Pioneered in-play betting, real-time streaming, and Bet Builder product; continuously innovating mobile and gaming tech.
Responds quickly to market changes with ongoing product enhancements and geographic expansion.
Exact number unknown, but Bet365 software powers operations for many regional operators and large-scale direct consumer platforms.
Includes top-tier gaming operators and content partners such as Greentube; also extensive affiliate partnerships.
Serves from large Tier 1 global operators to regional Tier 2/3 operators, including B2C operations.
Maintains relationships across all operator tiers with scalable offerings from full platform to white-label solutions.
High retention driven by product quality, brand trust, and continuous support.
Uses direct sales, partnerships, industry events, and affiliate marketing to acquire new clients.
Typically multi-year contracts ranging from 3-5 years depending on scale and customizations.
Offers exclusive deals on geographic or product vertical basis in certain markets.
Provides onboarding, technical support, compliance guidance, and marketing assistance.
Structured onboarding with dedicated account managers, integration support, and training.
Offers training programs, webinars, and detailed documentation for client staffs.
Successful US market launches and European expansions cited as major implementation case studies demonstrating growth impact.
Uses surveys, feedback tools, and direct account management reviews.
Regular communication channels including account management, support tickets, and client meetings.
Implements formal dispute resolution processes with escalation paths.
Provides onboarding, technical support, compliance guidance, and marketing assistance.
Sports betting, slots, poker, bingo, virtual sports, and free-to-play social games.
Regular game and feature updates; releases several new items annually with ongoing incremental updates.
Develops proprietary products and integrates licensed branded content from partners.
Wide-ranging themes in casino including classic slots, adventure, fantasy, sports, and cultural themes.
Many casino games available in demo or free play mode.
Offers low to high volatility slot games to cater to diverse player risk preferences.
RTP ranges generally between 94% to 98% across different games.
Yes, includes progressive jackpot offerings linked across networks.
Includes free spins, multipliers, bonus rounds, interactive features, and gamification mechanics.
Games and platform fully optimized for mobile and tablet devices.
Supports 21+ languages to serve a global audience.
Games localized culturally and linguistically for major markets.
Includes features to support responsible gambling and accessibility, though detailed standards vary.
Utilizes modern web technologies including HTML5, JavaScript frameworks, and backend systems designed for scalable performance.
Primarily uses HTML5 for game development to ensure cross-platform compatibility.
Offers comprehensive APIs for sportsbook, casino, and player account integration.
Integration is streamlined with modular APIs and robust developer tools.
Provides detailed technical documentation and SDKs for partners.
Offers white-label and turnkey casino and sportsbook solutions.
Allows configuration of game settings including RTP, bet limits, and bonus features per operator agreements.
Provides advanced reporting dashboards and player behavior analytics.
Supports real-time data feeds and analytics for operational insights.
Implements encryption, fraud detection, and security protocols to protect player data and game integrity.
Regular scheduled updates and maintenance with minimal downtime.
Conducts load and performance testing to ensure system stability under high traffic.
Games and platforms support integration with multiple wallet and payment systems.
Supports extensive payment methods including credit cards, e-wallets, bank transfers, and local payment options.
Provides a full casino management system including player accounts, CRM, payment processing, and compliance tools.
Includes back-office tools for player management, risk monitoring, and reporting.
Core offering includes a comprehensive sportsbook betting platform.
Features include KYC verification, risk management, loyalty programs, and CRM integration.
Offers robust tools to manage bonuses, promotions, and campaigns.
CRM features include targeted marketing, player segmentation, and communication tools.
Provides integrated affiliate management and tracking systems.
Supports marketing campaign management, analytics, and player acquisition tools.
Includes self-exclusion, deposit limits, reality checks, and monitoring for problem gambling.
Comprehensive BI tools for operational and regulatory reporting.
Supports multi-currency and multi-language operations worldwide.
Integrated payment processing and financial management modules included.
Advanced fraud detection and prevention systems implemented.
Provides tools for compliance reporting and audit trails.
Built on scalable architecture supporting high concurrency and rapid expansion.
Investing in AI, machine learning, mobile innovations, and real-time data analytics.
Currently no public information confirms VR/AR game development.
Exploring blockchain technology and cryptocurrency payment integrations, aligned with industry trends.
Uses AI and machine learning for player behavior analysis, fraud detection, and personalization.
Strong mobile-first strategy with fully optimized mobile apps and platforms.
Actively developing for new devices and enhancing cross-platform play.
Provides data-driven personalization and player insights.
Holds proprietary technologies though patent specifics are not publicly detailed.
Maintains leadership in betting tech innovation through continuous R&D.
Commits significant resources to R&D for platform improvements.
Collaborates occasionally with tech startups and academic institutions for innovation.
Pioneers in-play betting innovations and Bet Builder feature.
Focused on seamless cross-device gaming experience with unified accounts.
Roadmap includes AI enhancements, expanded US market tech, and cloud infrastructure improvements.
Offers revenue models including revenue share, fixed fee, and turnkey solutions.
Industry standard rates with revenue share commonly between 20-30% depending on deal structure.
Integration fees vary; larger operators often negotiate waive or reduced setup fees.
Minimum volume commitments vary by contract size and operator tier.
Offers multiple pricing tiers/packages to accommodate different operator needs.
Provides discounts and incentives for long-term contracts and high volumes.
Pricing is competitive and aligned with market leaders.
Additional fees apply for premium integrations, custom developments, and advanced support.
Typically monthly or quarterly billing cycles depending on partnership terms.
Performance and revenue share-based pricing models are common.
Contracts usually include penalties for early termination, negotiated per agreement.
Costs apply for adding new games or features unless included in package.
Technical support and maintenance fees are typically part of the contract or charged separately for premium service levels.
Pricing can vary by geographic market reflecting regulatory and operational costs.
Bet365 negotiates commercial terms flexibly with key partners.
Standard contracts range 3-5 years with renewal options.
Offers exclusivity and territorial agreements selectively.
Some contracts require minimum revenue guarantees.
IP rights typically retained by Bet365 with licensing to operators under contract terms.
Contract disputes resolved through arbitration clauses and legal frameworks.
Termination clauses include notice periods generally from 30 to 90 days.
Non-compete and confidentiality agreements standard in contracts.
Agreements include indemnification clauses for liability protection.
Contracts include force majeure provisions for extraordinary events.
Contracts outline regulatory compliance responsibilities clearly.
Service Level Agreements guarantee high uptime (typically 99.9%) and performance standards.
Data handling and player information governed by contracts, with safe transfer or deletion on termination.
Marketing and branding restricted per licensing and contractual terms.
Promotional activities require provider approval to ensure compliance.
Contracts allow amendments with mutual agreement by parties.
24/7 technical support with multi-channel access (phone, chat, email, ticketing).
24/7 support coverage in key operational regions.
Support via phone, email, live chat, and ticketing systems.
Rapid response with typical SLAs ranging from immediate to 24 hours depending on issue severity.
Dedicated account managers provide ongoing relationship management and consultancy.
Offers consulting services to optimize product use and strategy.
Training programs for operators include onboarding and ongoing education modules.
Some certification and compliance training programs available for operator staff.
Provides marketing collateral, creatives, and campaign support materials.
Supports operators with licensing applications and regulatory submissions.
Provides dedicated implementation teams and technical integration assistance.
Premium support and customized service packages incur additional fees.
Implements formal dispute resolution processes with escalation paths.
Structured escalation process for unresolved issues to senior management.
On-site support available on request for major clients.
Guarantees high platform uptime, typically 99.9% or higher.
Maintains strong historical uptime record with minor interruptions.
Scheduled maintenance with prior notifications and minimal downtime.
Comprehensive disaster recovery and business continuity plans implemented.
Uses redundant infrastructure and backup systems for data protection.
Real-time performance monitoring and detailed reporting capabilities.
Robust scalability and load balancing systems ensure stability during peak traffic.
Implements encryption, intrusion detection, and continuous security monitoring.
Conducts regular security audits and penetration testing annually or as needed.
Established incident response protocols and breach notification procedures.
Transparent client communication protocols regarding service issues.
Compensation policies provided per contract for significant service interruptions.
Applies best practices and standards for data integrity and protection.
Holds ISO 27001 security certification among others.
Provides detailed system performance and KPI reporting to clients.
Invests a significant portion of revenue into R&D, typically estimated above 10%.
Employs hundreds of developers and engineers focused on product and tech innovation.
Focuses on AI, real-time betting tech, mobile optimization, and US market expansion.
Maintains dedicated teams for innovation and advanced development projects.
Exploring AI, blockchain, machine learning, and cloud native solutions.
Utilizes market research and customer feedback loops for product development.
Agile-based development cycles with iterative releases every few months.
Collaborates with third-party game developers and service providers.
Employs automated and manual QA testing, including regression and compliance tests.
Prioritizes user experience improvements and regulatory compliance features.
Runs beta programs for new features with select operator partners.
Applies stringent controls over IP and trade secrets via legal protections.
Uses Agile and Scrum methodologies for project management.
Ensures games and platforms operate across desktop, mobile, and tablet devices.
Emphasizes intuitive UX/UI with accessibility and responsive design standards.
Focused on expanding further into regulated US states and emerging markets in Latin America and Asia.
Actively pursuing new licenses in growing regulated markets, especially in North America.
Plans ongoing global expansion through targeting newly regulated jurisdictions.
Exploring growth in virtual sports, esports betting, and social gaming verticals.
No major publicly known M&A, focuses on strategic partnerships for content and market access.
Leverages scale, technology, and brand to compete against new entrants aggressively.
Invests heavily in digital marketing, sponsorships, and affiliate network growth.
Exploring OTT platforms, API ecosystem expansion, and mobile-first distribution channels.
Responsive to player preferences with product personalization and omnichannel enhancements.
Positioned as a consolidator and leader shaping the future online gambling landscape.
Focus on software and cloud infrastructure rather than proprietary hardware.
Invests in regulatory technology and compliance teams to handle evolving regulatory environments.
Continuously innovating product offerings and expanding market access to maintain leadership.
Fully optimized mobile platforms and apps underpin the company's mobile-first strategy.
Invests in live dealer casino products and extensive live sports streaming capabilities.
Developing offerings in virtual sports and esports betting to tap growth markets.
Exploring cryptocurrency payment options and blockchain applications cautiously.
Uses AI for personalized marketing, player retention, and risk management.
Implements advanced player protection tools aligned with industry best practices.
Targeting younger demographics in regulated emerging markets with localized products.
Supports multiple payment methods including e-wallets and local options with an agile payment infrastructure.
Focuses on seamless integration across devices, platforms, and player touchpoints.
Proactively enhances compliance frameworks and internal controls.
Adheres strictly to GDPR and global data privacy regulations.
Invests in recruitment, employee development, and maintaining a positive corporate culture.
Regular innovation and communication to meet evolving industry and customer demands.
Investing in cloud infrastructure to ensure scalability and reliability.
Continuously optimizing game performance and reducing load times.
Developing advanced BI tools for richer insights and decision-making.
Enhancing APIs to improve operator integration and data exchange.
Upgrading cybersecurity defenses and data encryption protocols.
Employing microservices and cloud-native technologies for flexible scaling.
Adopts modern development frameworks and DevOps practices.
Improving content delivery networks and management platforms.
Adding predictive analytics for player behavior and risk management.
Enhancing test automation and quality control processes.
Deploying modern collaboration platforms for global teams.
Improving content delivery networks and management platforms.
Pursuing automation in deployment, testing, and operational processes.
Preparing platforms for 5G, augmented reality, and AI-driven gaming experiences.
Modernizing legacy systems to support new features and scale.