bet365 launches in Michigan, seeks Massachusetts license
bet365 launched a sportsbook and online casino in Michigan on April 17, its 17th U.S. state, and requested that Massachusetts reopen applications for Category 3 sports betting licenses.
bet365 went live in Michigan on April 17, offering a sportsbook and online casino in its 17th U.S. state. The operator received state approval to provide the internet gaming and sports betting platform for the Little Traverse Bay Bands of Odawa Indians, replacing PokerStars on the tribal license.
The Michigan Gaming Control Board approved Hillside Michigan LLC, bet365’s local entity, to operate the platform. PokerStars recently exited Michigan and its former player accounts were absorbed under FanDuel Casino’s licenses. Michigan now supports 13 online sportsbooks and 16 internet casinos, and is one of four states-along with Pennsylvania, New Jersey and West Virginia-with a fully competitive regulated online casino market.
To coincide with the launch, bet365 announced commercial partnerships in Detroit. The operator will be the official sports betting partner of the Detroit Tigers for the 2026 Major League Baseball season and the presenting partner of the Detroit Red Wings for the 2026-27 NHL season. Branded integrations at Comerica Park will include virtual signage during broadcasts, and regional coverage of Tigers games has been titled ‘Detroit SportsNet, presented by bet365’ since April 1.
In Massachusetts, bet365 formally asked the Massachusetts Gaming Commission to reopen applications for Category 3 untethered sports betting licenses. On April 9 the commission voted 5-0 to reopen the process. Four Category 3 licenses remain available in the state, which currently has seven active operators including FanDuel, DraftKings, BetMGM and Bally Bet. A Category 3 application requires a $200,000 filing fee and a $5 million licensing fee for a five-year term.
MGC Chair Jordan Maynard welcomed new applicants in the context of interest from prediction markets vs sports betting, noting the commission does not permit prediction markets to offer sports wagering. The state has issued an injunction against prediction market operator Kalshi; that injunction is currently on appeal.
bet365 has expanded in the U.S. in recent years. The company opened a 120,000-square-foot U.S. headquarters in Denver in 2024 at a reported cost of $135 million. It entered five new states in 2025, most recently launching in Missouri in December 2025. The operator plans to begin serving Alberta when the Canadian province launches regulated commercial online betting on July 13, making Alberta the second such market in Canada after Ontario.
Trip Stoddard, bet365’s head of business development, described Michigan as ‘a mature market with knowledgeable fans’ and said the company expects its offering to differ from existing operators. bet365 operates alongside other Europe-based companies with U.S. operations, including FanDuel (owned by Flutter Entertainment) and BetMGM (an Entain joint venture).
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