The British company has successfully established itself in the highly competitive jurisdictions of the United States and Canada by tailoring its offerings to the regulatory and cultural specifics of each region.
Since the legalization of sports betting in the US in 2018, most international operators have faced serious difficulties consolidating their presence in this environment. However, bet365 has stood out as a clear exception. In an
exclusive interview with SBC News, Stephanie De Flora, Chief Marketing Officer (CMO) of bet365, explains that the key has been avoiding simply replicating the strategy they used in the UK: "
bet365 entered the US market with the advantage of a long-established global product and operational foundation, but we also understood early on that success in North America would require more than replicating a UK model." Their focus has remained on the serious sports fan, delivering competitive odds, live betting, and early payout offers.
While other international firms such as Betfred, Kindred Group, Tipico, or Super Group have been forced to pull back or sell off their US assets, bet365 has expanded its footprint, reaching 17 states this past April. This growth has been underpinned by highly localized sponsorship deals with NBA, NHL, and NFL teams. De Flora detailed in her remarks to SBC News that "every market presents unique challenges based on the regulatory environment, competitive intensity, and customer behavior that can differ significantly state by state." Facing a heavily crowded brand landscape, the executive added that the main challenge is standing out through "a distinct, consistent identity that stands out through product, experience, and trust, while preserving our 25-year history."
In contrast to the recent boom in prediction markets across the US, bet365 has chosen to stay the course, focusing on its online sportsbook. Concurrently, amid the political debate emerging in the country regarding the societal impact of gambling, the company champions a strict responsible gaming policy in its advertising. De Flora emphasized that "responsible gaming must be integral to the overall business, not an afterthought," and that all their campaigns undergo compliance reviews to ensure that "responsibility and entertainment can coexist."
On the Canadian front, ahead of the upcoming launch of Alberta's regulated market on July 13, 2026, bet365 approaches the challenge by applying the lessons previously learned in Ontario. The executive firmly concluded the corporate stance for this new scenario: "We’re not interested in copying and pasting the same strategies for different markets. We recognize that customers across regions have distinct preferences, betting habits, and product expectations (...). Success comes from staying agile, understanding local audiences, and consistently delivering a premium experience through product quality and responsible gaming."
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