There was a lot of interest in bet365 launching in Maryland as part of its broader US expansion.
British online betting giant bet365 has officially begun operations in Maryland, marking a significant milestone in its deliberate U.S. growth strategy. The company received a mobile sports wagering license from the Maryland Lottery and Gaming Control Commission and launched its digital sportsbook in early September 2025.
Maryland: Bet365’s 15th U.S. State
With the launch in Maryland, bet365 now operates in 15 U.S. states, reflecting steady progress in a crowded and competitive market. Its arrival in the Old Line State comes after a controlled demonstration of its mobile platform, which Maryland regulators oversaw to ensure compliance and system integrity. In Maryland, users must be at least 21 years old and physically located within the state to place bets.
Instead of opening a physical retail sportsbook, bet365 has focused solely on mobile wagering in Maryland. This aligns with its U.S. strategy that emphasizes digital access and geolocation-enforced betting rather than brick-and-mortar outlets.
Strategic Timing and Marketing Approach
The timing of the Maryland launch appears well-calibrated. By going live just before the NFL season, bet365 positions itself to capture heavy betting volumes during one of the most wagered-on sports periods in the U.S.
Unlike some of its rivals, bet365’s U.S. expansion has been measured rather than aggressive. Rather than splashing out on heavy promotions, the company has leaned on its reputation, product strength, and user experience. Its offering includes popular features like same-game parlays, in-game betting, and Bet Boosts, all packaged in a clean and responsive app experience.
Regulatory and Competitive Landscape in Maryland
Maryland’s sports betting market is one of the most open in the U.S., with a legal limit of 60 mobile sportsbook licenses — more than nearly any other state. Despite this, bet365’s careful launch highlights the company’s long-term view rather than a race to saturate the market with heavy advertising.
The state already has a crowded field of mobile sportsbooks, including major national brands. For Maryland users, bet365 adds another high-quality option among the likes of FanDuel, DraftKings, BetMGM, Caesars, and others — as well as Maryland-only platforms.
On the regulatory side, bet365 emphasizes responsible gaming. Its Maryland platform includes player protection tools, such as self-exclusion mechanisms, deposit limits, and access to help for gambling problems. The operator also stresses that bets can only be placed when the bettor is physically located in Maryland, enforced by geolocation technology.
U.S. Expansion: Deliberate and Steady
Bet365 first entered the U.S. market via New Jersey, and over the years has extended its reach to states like Colorado, Ohio, Iowa, Indiana, Pennsylvania, North Carolina, Tennessee, Kentucky, Louisiana, Arizona, Illinois, and now Maryland.
This incremental approach contrasts with more aggressive rollouts by some competitors. Rather than focusing on splashy marketing or heavy discounting, bet365 is building its presence through careful state-by-state licensing, compliance, and product stability.
Its next major planned launch comes on 1 December 2025, when bet365 reportedly will go live in Missouri, continuing to expand in regions that legalize or open new windows for online sports betting.
Why Bet365’s Maryland Entry Matters
- Validation of U.S. Ambitions: Maryland’s approval reinforces bet365’s commitment to the U.S. market. The company is not just testing the waters — it’s investing in reliable, regulated operations.
- Competition Boost: For bettors in Maryland, bet365 offers a strong alternative to established players. Its global pedigree, deep betting markets, and strong in-play capabilities may appeal to serious and recreational bettors alike.
- Responsible Gaming Focus: By prioritizing responsible gambling tools and complying with strict state licensing rules, bet365 is aligning with regulatory expectations.
- Long-Term Strategy: Bet365’s paced rollout suggests it is playing a long game. Rather than chasing volume with subsidies and bonuses, it’s targeting quality users and building sustainable operations in each state.
Challenges Ahead
Despite the promising start, bet365’s U.S. expansion faces challenges. It competes against well-entrenched brands with massive U.S.-centric marketing budgets. The fragmented regulatory landscape also means each state requires a different strategy. Moreover, maintaining strong user acquisition while growing responsibly—and without excessive promotional spend—will test its product appeal and pricing power.
