Leading British online sportsbook bet365 and odds comparison portal OddsChecker have formally announced the extension of their partnership with a new multi-year deal. As part of the arrangement, bet365 will continue to provide its sportsbook data to OddsChecker, cementing the bookmaker as the platform’s leading operator. It’s an important deal, given that OddsChecker recently ended links with GVC-owned bookmakers, namely Ladbrokes, Coral and Betdaq.
OddsChecker is designed to make it easier and faster for sports fans to reference available odds from the best online sportsbooks, spanning major golf tournaments like The Masters, the Aintree Grand National and the latest Premier League odds and futures markets. Each sporting event has its own ‘grid’ of available odds from the leading bookies. According to OddsChecker, bet365 has secured almost a quarter of all grid clicks so far this year, underlining why the Stoke-on-Trent-based operator is now a “core part of the OddsChecker grid proposition”.
Toby Bentall, global media CEO, OddsChecker, said that the comparison portal was “proud” to continue its working relationship with bet365, giving them the ability to provide their users “with one of the best betting experiences out there via our integrated platforms”.
The rise of bet365 as a global sports betting player
Bet365 has been a major player in the British sports betting industry for well over a decade now. Its overtures across the Atlantic into the regulated US sports betting market also marry well with OddsChecker’s growth plans in North America. The sportsbook continues to enjoy prominent grid positions in OddsChecker’s US-targeted comparison portal, alongside other licensed and regulated US brands, namely FanDuel, DraftKings and FOX Bet.
In 2019, bet365 secured a pathway into the regulated online sports betting market of New Jersey. Even 12 months prior to this, bet365 formed an alliance with Empire Resorts to provide licensed online sports betting in New York State at Resorts World Catskills. Although bet365 is still yet to formally launch in New York State, it has managed to open its doors in neighboring New Jersey, becoming the second of three brands to operate under the land-based license of the Hard Rock Atlantic City.
bet365 Casino ramps up its capabilities too thanks to its new Playtech deal
Aside from its sports betting markets, bet365 has also teamed up with industry leading iGaming software provider Playtech to offer its award-winning slot and table game content to players in the Garden State. A host of Playtech’s most popular slot titles will be made available in the bet365 Casino library, namely “Great Blue”, “White King” and “Frankie Dettori’s Magic Seven”. It marks the first foray into the licensed US iGaming market for Playtech too, having recently obtained regulatory approval.
Bet365 has also made further inroads Stateside by securing a new 10-year arrangement to provide regulated online sports betting to residents in the state of Colorado. In May 2020, a new partnership was announced between bet365 and land-based Colorado operator Century Casinos, giving the British brand the green light to offer its services in the Centennial State. This agreement also includes targets that bet365 must meet annually, including a baseline annual revenue and a net gaming revenue percentage.
It’s clear that there is a real demand for online sports betting in Colorado. New figures for sports betting turnover in the state during September totaled $207.65 million, with 98.2% of these wagers submitted online. This represents a 61.4% month-on-month increase in turnover from August, demonstrating the fact that Colorado is rapidly securing deals with more online sportsbooks to provide choice and competition for its residents. The likes of TheScore Bet, William Hill and Betfred USA Sports have all recently launched online.
The next target US state for operators like bet365 could well be Maryland, after voters unanimously approved “sports and events betting” to “raise revenue for education” in the state by a two-to-one margin. However, it’s likely to be several months until sportsbooks look to obtain a license in there, given that the state’s lawmakers must now draw up an acceptable regulatory framework that covers in-person and online sports betting.