Bet365, a global leader in sports betting, has released its 2025 Annual Sports Betting Report, offering valuable insights into emerging trends, rising markets, and its ambitious expansion strategy. The report highlights significant growth in women’s sports, player-focused betting, and activity across regulated markets.
Women’s Sports Betting Sees Remarkable Growth
Women’s sports betting has gained tremendous traction in recent years. According to the report, global wagers on the WNBA increased by an impressive 67%, showcasing the growing interest in women’s sports. This surge can be attributed to rising stars, expanded media coverage, and increased attention to women’s college basketball, which has drawn a broader and more engaged audience.
The Shift to Player-Centric Betting
A key trend highlighted in the report is the growing focus on individual player performances. Bettors are increasingly seeking personalized betting options, driving demand for player props. Athletes such as Nikola Jokić in the NBA and Saquon Barkley in the NFL have become fan favourites in these markets. The Kansas City Chiefs led NFL betting activity, fuelled by their on-field success and the media spotlight on Travis Kelce. Meanwhile, the Boston Celtics topped NBA wagers, with the Oklahoma City Thunder following closely, underscoring a shift toward analytical, player-driven markets.
Global Expansion and Strategic Partnerships
Bet365 has made significant strides in its global expansion efforts. In 2024, the company entered Pennsylvania and Peru and is awaiting regulatory approval for operations in Brazil. Strategic partnerships have played a crucial role in strengthening its offerings. Collaborations with Inspired and Playtech in Pennsylvania and Betmakers for fixed-odds horse racing in New Jersey and Colorado reflect its commitment to diversifying and enhancing its betting options. New features, such as early payout options and flash betting, have also improved user engagement and received widespread praise.
Bet365’s Entry into the Illinois Market
Illinois represents a major milestone in Bet365’s U.S. expansion strategy. The Illinois Gaming Board recently approved its partnership with Walker’s Bluff Casino Resort, granting Bet365 a Management Services Provider License. This allows the company to offer both in-person and mobile sports betting in one of the country’s most lucrative markets. Illinois sportsbooks handled $11 billion in bets through October 2024, a 23% year-over-year increase, and set a record $1.45 billion betting handle in October. However, Illinois’ new progressive tax structure poses challenges, with rates ranging from 20% to 40%, depending on revenue. Despite this, Bet365 is unlikely to hit the top tier due to current revenue projections.
Expanding Presence Across North America
Beyond Illinois, Bet365 continues to solidify its footprint across the U.S. market. In Pennsylvania, its partnership with Presque Isle Casino has generated nearly $100 million in bets and $10 million in revenue. The company also opened a new Denver office in September 2024, facilitating a partnership with Kroenke Sports & Entertainment, which owns the Denver Nuggets and Colorado Avalanche. This expansion aligns with Bet365’s stated priority of driving growth in its live markets while exploring opportunities in new states.
