UK-based bet365 launched its sportsbook and online casino in Michigan on April 17, becoming the 17th U.S. state where the operator offers sports betting. This cements its position as the most geographically aggressive European entrant into the post-PASPA American market.
Key Takeaways:
Bet365 went live in Michigan on April 17 as the 17th U.S. state operator The company replaced Pokerstars as the Little Traverse Bay Odawa tribal partner Massachusetts Gaming Commission reopened license applications at bet365 request April 17 Approval Completes 17-State U.S. Footprint as British Operator Replaces Pokerstars on Little Traverse Bay Odawa Tribal LicenseThe Michigan Gaming Control Board approved Hillside Michigan LLC, bet365’s Michigan entity, as the new internet gaming and sports betting platform provider for the Little Traverse Bay Bands of Odawa Indians. Bet365 replaces Pokerstars, which recently exited Michigan with its prior player base rolled into Fanduel Casino’s licenses. Michigan now hosts 13 online sportsbooks and 16 iCasinos, one of just four states alongside Pennsylvania, New Jersey, and West Virginia offering a fully competitive regulated online casino market.
Bet365 has invested heavily in U.S. expansion over the last two years, opening a 120,000-square-foot Denver headquarters in 2024 at a reported $135 million cost. The operator launched in five new states during 2025, most recently entering Missouri in December 2025. The company also expects to transition to Alberta’s new regulated market on July 13, when the Canadian province becomes the country’s second regulated commercial online betting market after Ontario.
The methodical expansion pattern contrasts with several European operators whose U.S. entry attempts stalled or failed. Three European-rooted operators maintain durable U.S. market positions in the form of bet365, Flutter Entertainment’s Fanduel, and Entain’s BetMGM joint venture.
