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Search Our Archive of Gaming Articles Enters North American Sports Betting Market

18 October 2001

LONDON, ENGLAND –(Press Release) -- Oct. 18, 2001-- Bet365 Limited today launched its new sports betting website,, which will allow the UK-based company to offer its premium service to the large North American sports betting market.

The expansion into the North America is just another component of its aggressive expansion plan, which includes growth into other sports betting hotbeds as well as developing strategic partnerships in order to access new distribution channels.

With the development of, the North American bettor is now provided with a strong, viable option outside of the unregulated offshore industry or having to travel to Las Vegas.

John Coates, a director with parent bet365 Group Limited, says that getting into the burgeoning North American sports betting market is key component to its overall expansion plans, which includes providing a product specifically tailored for this group of bettors.

"The opportunity cost of not moving into this market was just too great," says Coates, whose father, Peter, started the business back in 1974. "We believe that with our very extensive bookmaking background, and strong technical and financial platforms, will quickly gain recognition from the North American sports bettor." All betting and financial systems are fully tested and audited by KPMG.

Bet365USA is offering a vast array of bets on all major North American sports, as well as offering International sports such wagering on this year's World Cup soccer competition.

One of the UK's largest independent betting companies, bet365 expanded on its land-based operations first by going online with, and then added a lucrative deal giving it direct access to English soccer betting.

The deal between bet365 Limited, Premium TV (a subsidiary of cable giant NTL) and the English football league, was structured as a revenue sharing agreement that allows bet365 to operate betting websites for over 70 soccer clubs.

In looking to quickly access the North American sports betting market, bet365 hired Green Room Media, which specializes in providing strategic marketing solutions for the Internet gaming market.

Bet365 has its operations in Stoke on Trent, but runs its compliment of servers from the old MI5 building (think James Bond) in the center of London.

The Internet and telephone betting division of the bet365 Group Limited, which owns the Provincial bet365 chain of Licensed betting offices in the UK and is affiliated to the Backhouse bet365 chain of Licensed betting offices, operates under a permit issued under the Betting Gaming and Lotteries Act 1963.

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