Global sports betting giant bet365 has continued its methodical yet accelerating expansion across the United States with the launch of its online sportsbook
Global sports betting giant bet365 has continued its methodical yet accelerating expansion across the United States with the launch of its online sportsbook in Kansas. The move marks the company’s entry into its 14th regulated US state and is strategically timed to capitalise on the start of the highly anticipated NFL season.
For years, bet365 has been noted for its deliberate and product-focused approach to the US market, in contrast to the high-spend marketing blitzes of some of its main competitors. However, the Kansas launch underscores a clear increase in the pace of its rollout, establishing a significant presence in the American Midwest.
bet365 is entering a mature and competitive landscape in Kansas, where sports betting has been legal since 2022. The market is currently served by seven online sportsbooks, including market leaders DraftKings, FanDuel, BetMGM, and Caesars.
The state has shown consistent growth, recording a total sports betting handle of $185.2 million in June 2025, of which $181.7 million was generated online. To carve out a niche, bet365 will be relying on its globally recognised brand, extensive in-play betting options, and features tailored for the US market. The company stated it was “thrilled to be operating in Kansas - a home to iconic teams and sporting venues.”
The move into Kansas is the latest step in what has been a busy year for bet365’s North American operations. It is the third new state the company has entered since March, following successful launches in Illinois and, more recently, Tennessee. This quickening pace suggests a strategic decision to leverage its established technology and brand to build scale more aggressively across the US.
With a presence in Kansas now established, all eyes turn to the neighbouring state of Missouri, a key target for the industry. bet365 has already laid the groundwork for a future launch there, having secured a multi-year market access partnership with the MLB’s St. Louis Cardinals.
The company’s deepening commitment to the US is further evidenced by its recent decision to join the Sports Betting Alliance (SBA), a key lobbying group, alongside its main competitors. This, combined with recent marketing deals with WNBA teams like the Chicago Sky and Indiana Fever, signals a multi-faceted strategy to embed the bet365 brand in the American sports ecosystem, both politically and commercially.
