Through a new collaboration with the Little Traverse Bay Bands of Odawa Indians, bet365 has formally opened its online sportsbook and casino in Michigan.
The Michigan Gaming Control Board verified on April 17 that bet365 had fulfilled all license and regulatory requirements and was now able to provide online casino and sports betting. Michigan is the seventeenth US state where bet365 offers iGaming and/or online sports betting.
"We’re excited to bring bet365 to Michigan and introduce a better way to bet,” said Trip Stoddard, head of business development at bet365. “This is a mature market with knowledgeable fans, and we’re confident our product stands apart.”
Early payouts, which enable bettors to get their moneyline winnings before the game ends, are one of Bet365's player perks.
In the NFL, for instance, bet365 settles the wager and awards the bettors their profits if the bettor's team is up by 17 points or more on a straight bet, regardless of whether the opponent wins the game.
Market Share of Bet365
Bet365 had about 4% of the US sports betting market as of January 2026.
The market is dominated by FanDuel at 32.5% and DraftKings at 37%.
But since January 2024, Bet365's market share has doubled from 2%. Bet365 should increase its market share by entering Michigan, one of the biggest sports betting markets and a state that is passionate about sports.
Over $5.4 billion was wagered at Michigan online sportsbooks in 2025, of which $671.2 million was retained. The oddsmakers' adjusted total revenue was $435.9 million after deducting promotions from their tax obligations. iGaming's adjusted gross gaming revenue was $2.9 billion.
In Michigan, iGaming and online sports betting both broke revenue records in 2025.
Tribal Collaboration
According to current law, in order for iGaming and online sportsbook platforms to run their online gambling goods, they must collaborate with either a commercial casino in Detroit or a tribal casino.
Following the dissolution of its collaboration with Fox Bet Sportsbook and PokerStars Casino, Bet365 was able to obtain the iGaming and online sportsbook cooperation of the Little Traverse Bay Bands of Odawa Indians.
Due to the maturity of Michigan's sports betting and iGaming sectors, bet365 will need to engage in strong marketing in order to attract players.
Although bet365 is well-known in the UK and Europe, its brand recognition in the US is still far lower than that of DraftKings, FanDuel, and other sportsbooks and iCasinos connected to businesses like Caesars Entertainment (Caesars Sportsbook) and MGM Resorts (BetMGM).
Nonetheless, Bet365 is promoting its brand through recently established alliances with the Detroit Tigers and Detroit Red Wings.
Being a well-known sports retailer has helped Fanatics, as evidenced by the significant market share that its online gaming platform has amassed against previously unthinkable odds.
