Leading British online gambling and sports betting firm, bet365, launched in Colorado last week, just as the 2022/23 NFL season got underway.

Albeit quite under the radar without any official releases, the move confirms the family-owned business’ intentions of getting a foothold in North America and becomes the second U.S. state for the sports betting giant to offer its services after New Jersey where it is live since 2019.

Recently being voted “most trusted” online sportsbook in the U.S., bet365’s Colorado launch is in collaboration with Century Casinos, following a partnership agreement signed in 2020.

Should other betting and gambling powerhouse operating in the U.S., such as BetMGM, Caesars, FanDuel and DraftKings be worried?

You bet they should!

Since taking over her father’s legacy, bet365’s Chief Executive Officer, Denise Coates, has turned the business into the world’s biggest online betting company. Still a fully privately owned firm, it can continue to make rational decisions while expanding. Its latest soft roll-out in Colorado displays the confidence in the chosen strategy.

Next up for Denise Coates and bet365 is likely the state of Virginia where in August it secured the regulatory approval to offer its games.

The post bet365 Quietly Expanding in the U.S. with Colorado Launch appeared first on iGaming.org.

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