Posted on: April 19, 2026, 09:32h.
Last updated on: April 19, 2026, 09:32h.
- bet365 is now live in Michigan for sports betting and iGaming
- The online gaming brand is marketing its platform aggressively through partnerships with the MLB Detroit Tigers and NHL Detroit Red Wings
British gambling giant bet365 has launched its iGaming and online sports betting platform in Michigan. The market access comes through a partnership with the Little Traverse Bay Bands of Odawa Indians.
Last Friday, the Michigan Gaming Control Board said bet365 had completed all necessary licensing and regulatory requirements and was now operational for online casino and sports gambling. Michigan marks bet365’s 17th US state where it operates online sports betting and/or iGaming.
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.”
Bet365’s player features include early payouts, which allow bettors to receive their moneyline wins before the game is over. For example, in the NFL, if the bettor’s team is up 17 points or more on a straight bet, bet365 settles the wager and gives the bettors their winnings, regardless of whether the opponent comes back to win the game.
Bet365 Market Share
As of January 2026, bet365 held an approximate 4% market share of the US sports betting market.
DraftKings at 37% and FanDuel at 32.5% dominate the market. Bet365, however, has managed to double its market share from 2% in January 2024. By entering Michigan, a sports-obsessed state and one of the largest sports betting markets, bet365 should further its market share.
In 2025, Michigan online sportsbooks took more than $5.4 billion in bets and kept $671.2 million of the wagers. After reducing promotions from their tax liabilities, oddsmakers’ adjusted gross revenue came to $435.9 million. Adjusted gross gaming revenue from iGaming was $2.9 billion
Both online sports betting and iGaming in Michigan set revenue records in 2025.
Tribal Partnership
Michigan requires iGaming and online sportsbook platforms to partner with a commercial casino in Detroit or a tribal casino to operate their internet gaming products. Bet365 secured the iGaming and online sportsbook partnership of the Little Traverse Bay Bands of Odawa Indians after its relationship with Fox Bet Sportsbook and PokerStars Casino dissolved.
With Michigan’s iGaming and sports betting markets mature, bet365 will need to market aggressively to convert players to the platform. While bet365 is well-known in the UK and Europe, its brand recognition in the US remains considerably smaller than DraftKings and FanDuel, as well as other sportsbooks and iCasinos associated with companies like MGM Resorts (BetMGM) and Caesars Entertainment (Caesars Sportsbook).
Bet365 is using newly formed partnerships with the Detroit Tigers and Detroit Red Wings to promote its brand.
Fanatics has benefited from being a known sports retailer, as its Fanatics online gaming platform has managed to rack up considerable market share against what were once thought to be long odds.
