In partnership with Century Casinos

Bet365 launches mobile sports betting in Colorado, its second US state

2022-09-06
Reading time 1:43 min

Sports wagering giant bet365 has now launched online sports gaming in Colorado. The sportsbook operator went live in the market with its betting application using one of Century Casinos’ master licenses with the state.

The online sportsbook operations agreement between the casino company and bet365 is a 10-year agreement that includes a minimum annual revenue guarantee and a percentage share of net gaming revenue payable to Century each year, with an advance fee, which was paid at contract signing in May 2020, a press release from Century Casinos explains. The company operates Century Casino & Hotels in Cripple Creek and Central City in the state.

The launch is set to strengthen bet365’s footprint in the North American market, marking the second US state it enters. Meanwhile, bettors across the Centennial State are set to gain access to “thousands of betting events and hundreds of in-play markets” through the operator’s product. The company now becomes the 27th operator to go live in the state.

The timely launch comes ahead of the new NFL season launch, to take place next week. It builds upon a New Jersey debut earlier in the year. The UK-based sportsbook operator also has a North American presence in Ontario, Canada, and is seeking further growth in the US by having applied for a license in Ohio.

“We’re delighted to announce that the world’s favorite online sports betting brand will now be available to sports fans in Colorado,” a spokesperson for the brand said. “The season-opening NFL weekend will provide new and eligible customers with the opportunity to experience bet365’s market-leading In-Play product as well as enjoying our unrivaled New Customer Offer.”

The brand will be offering a welcome offer of $200 in free bets following an initial bet of at least $1. Additionally, bettors will benefit from early payout offers, parlay bonuses and bet boosts, all available “across a variety of sports, alongside product features such as cash out and live streaming.”

Colorado, home to a surging sports betting market which in January posted its highest handle at $574 million, provides attractive opportunities to the brand. The state has a team in every major pro sport, leading to a year-round customer base.

As for other recent company news, last month bet365 announced it is developing a brand-new sports and betting news website that will operate across several languages. As well as previews, reviews and betting tipsters, the site will offer exclusive interviews, tailored video content, and bespoke imagery. It is expected to launch amid the 2022 FIFA World Cup’s start on November 21.

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