Bet365 expands to second US state with Colorado launch

Bet365 has officially launched its sportsbook in the US state of Colorado, more than two years after signing a market access agreement to enter the Centennial State market.

The UK-based operator concluded a 10-year agreement with Century Casino in 2020, with the deal including a minimum annual revenue guarantee and a percentage share of net gaming revenue to be paid to the casino.

The Stoke-On-Trent-headquartered firm was granted a temporary license in 2021 to operate in the state pending an appropriate background investigation being concluded by the Limited Gaming Control Commission.

The launch comes as US operators gear up for the traditionally busy NFL season.

“We’re delighted to announce that the world’s favorite online sports betting brand will now be available to sports fans in Colorado,” a spokesperson for bet365 said.

“The season opening NFL weekend will provide new and eligible customers, with the opportunity to experience bet365’s market-leading In-Play product as well as enjoying our unrivalled new customer offer,” the spokesperson added.

The launch brings bet365’s US operational states to two, with the firm already operating in New Jersey.

Despite its global footprint, bet365 has struggled to make substantive inroads into the US market, and found its ambitions to launch in the highly lucrative state of New York frustrated by the New York State Gaming Commission who denied the firm a license in the state after it had submitted a bid.

Bet365 has however found more success in the Canadian province of Ontario, where it previously operated in the Canadian gray market before transitioning to become a licensed and regulated operator in the province earlier this year.