Bet365 Goes Live In Maryland, Expands US Footprint To 15 States

Online sports betting giant bet365 has officially launched its mobile sportsbook platform in Maryland, which marks the company's 15th active U.S. market. 

The launch comes after the Maryland Lottery and Gaming Control Commission (MLGCC) granted regulatory approval and successfully performed a controlled demo of the platform.

The UK-based operator is entering Maryland by partnering with the Riverboat on the Potomac, which also offers retail wagering with Fanatics. The Riverboat partnered with PointsBet until January 2024, when the Australian operator sold its U.S. operations to Fanatics.

With bet365’s arrival, Maryland now boasts 12 legal online sportsbooks alongside 13 retail locations, making it one of the country's most competitive sports betting states.

Launch In Time For NFL Season

Maryland regulators gave bet365 the green light just days before the NFL season, ensuring the sportsbook can accept wagers ahead of America’s most bet-on sports league. 

Company representatives confirmed during licensing hearings that, while the operator will not run a retail book in Maryland, its mobile platform is fully operational and available statewide.

The launch comes as Maryland’s market continues to grow. 

In July, the state reported $364 million in sports handle, up nine percent year over year, with huge gains led by DraftKings, BetMGM, and Fanatics. 

Since mobile wagering launched in November 2022, Maryland bettors wagered more than $15bn, with just over $1.7B in operator revenue and almost $185M in state tax collections.

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A Measured Approach To US Growth

Unlike its American-based rivals, bet365 has adopted a slower, more deliberate rollout across the U.S. After debuting in New Jersey, the company expanded into Colorado in 2022, followed by Ohio, Virginia, Kentucky, and Pennsylvania. 

Maryland is the latest addition, with Missouri expected to follow on Dec. 1.

Unlike rivals FanDuel, DraftKings, and Fanatics, which operate in over 20 different states, bet365 has taken a steady approach to market penetration rather than flashy launches. 

The operator typically spends far less on marketing and promotions but has still managed to carve out a solid share in competitive states.

bet365's gross gaming revenue and total handle are behind the market leaders, Caesars and BetMGM; however, bet365 has shown resilience against bigger spending brands. 

It is focused on the quality of its product and global branding, rather than aggressive advertising.

Maryland’s Crowded Sportsbook Landscape

bet365 now joins a diverse roster of national and local operators in Maryland, including FanDuel, DraftKings, Caesars, ESPN BET, BetRivers, and Bally Bet. 

Unique to the state are Crab Sports Maryland and LetsBetMD, two locally licensed platforms.

Maryland law permits up to 60 mobile sportsbook licenses—the most of any U.S. jurisdiction—so the market has plenty of room for expansion, though experts say the state is unlikely to reach that cap.

For now, bet365’s arrival gives Maryland bettors yet another choice in a market already flush with options. 

Whether its more measured strategy will pay dividends against heavily entrenched rivals remains to be seen.

However, this launch's timing —just as the NFL season begins—could give the operator a valuable early boost.