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Publication Date: April 19, 2026, 09:32h.
Updated on: April 19, 2026, 09:32h.
- bet365 officially launches in Michigan for sports betting and iGaming
- The online gaming leader is promoting its service via collaborations with the MLB Detroit Tigers and NHL Detroit Red Wings
Betting powerhouse bet365 has introduced its iGaming and online sports betting services in Michigan, facilitated through a partnership with the Little Traverse Bay Bands of Odawa Indians.
Last Friday, the Michigan Gaming Control Board confirmed that bet365 has fulfilled all necessary licensing and regulatory criteria, and is now live for online casino and sports betting. Michigan becomes the 17th US state where bet365 provides online sports betting and/or iGaming services.
“We’re thrilled to introduce bet365 to Michigan, providing an enhanced betting experience,” remarked Trip Stoddard, head of business development at bet365. “This established market has savvy fans, and we’re confident in the uniqueness of our product.”
Bet365 offers innovative player benefits such as early payouts. For instance, in the NFL, if a bettor’s chosen team leads by 17 points or more in a straight bet, bet365 settles the wager and releases the winnings, irrespective of the game’s final outcome.
Bet365 Market Presence
As of January 2026, bet365 commanded an estimated 4% of the US sports betting market share.
Dominating the market are DraftKings at 37% and FanDuel at 32.5%. However, bet365 has successfully increased its market share from 2% in January 2024. By entering Michigan—an avid sports state and a major sports betting hub—bet365 aims to expand its market presence.
In the previous year, Michigan online sportsbooks handled over $5.4 billion in bets, retaining $671.2 million of that amount. Following reductions in promotional expenses from their tax liabilities, oddsmakers’ adjusted gross revenue totaled $435.9 million. The adjusted gross gaming revenue from iGaming reached $2.9 billion.
Both segments—online sports betting and iGaming—achieved record revenues in Michigan in 2025.
Tribal Collaboration
Michigan mandates that iGaming and online sportsbook platforms partner with a commercial casino in Detroit or a tribal casino to offer their internet gaming services. Bet365 formed a partnership with the Little Traverse Bay Bands of Odawa Indians following the conclusion of its collaboration with Fox Bet Sportsbook and PokerStars Casino.
With Michigan’s iGaming and sports betting sectors being well-established, bet365 will need to engage in aggressive marketing strategies to attract players to its platform. While bet365 holds considerable brand recognition in the UK and Europe, its presence in the US is considerably smaller than that of DraftKings, FanDuel, and other sportsbooks linked with major corporations like MGM Resorts (BetMGM) and Caesars Entertainment (Caesars Sportsbook).
To enhance its visibility, bet365 is leveraging newly formed partnerships with the Detroit Tigers and Detroit Red Wings.
Fanatics has also gained momentum as a prominent sports retailer, with its online gaming platform securing significant market share against previously anticipated odds.
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