bet365 Enters Michigan iGaming Market Following PokerStars Exit
bet365 has expanded its presence in the United States with the launch of its online sportsbook and casino in Michigan, stepping into a newly available market position following PokerStars’ recent exit and merger with FanDuel. The move marks the operator’s 17th active U.S. jurisdiction and reinforces its measured expansion strategy across regulated markets.
The launch was made possible after the Michigan Gaming Control Board (MGCB) approved bet365’s application through its U.S. entity, Hillside Michigan LLC, in partnership with the Little Traverse Bay Bands of Odawa Indians. The tribe operates the Odawa Casino in Petoskey, providing bet365 with a pathway into one of the most competitive iGaming markets in the country.
Strategic Entry Into a Closed and Competitive Market
Michigan’s online gaming market has been largely inaccessible to new entrants since its launch in 2021, with all 15 available licenses already allocated between tribal operators and Detroit’s commercial casinos. PokerStars’ decision to exit the state in early April created a rare opening, allowing bet365 to secure entry.
The transition is expected to strengthen the tribe’s online offering, as PokerStars had struggled to establish a strong foothold in Michigan’s online casino segment. By contrast, bet365 arrives with an established global brand and a growing U.S. presence.
The Michigan Gaming Control Board emphasized the importance of regulatory compliance and player protection in approving the new partnership.
Henry Williams, Executive Director of the MGCB said:
This approval reflects our continued focus on maintaining integrity, transparency, and consumer protection in Michigan’s online gaming and sports betting marketplace, we are pleased to welcome bet365 as the Tribe’s new platform provider and look forward to seeing the Little Traverse Bay Bands of Odawa Indians continue to provide a safe, responsible, and enjoyable wagering experience for players across the state.
bet365 launches an online sportsbook and casino in Michigan
Local Partnerships and Product Differentiation
As part of its market entry strategy, bet365 has established partnerships with major Detroit sports and entertainment organizations, including the MLB’s Detroit Tigers, the NHL’s Detroit Red Wings, and 313 Presents. These collaborations will see bet365 integrated into game broadcasts and in-venue experiences, including branding placements at Comerica Park.
Trip Stoddard, Head of Business Development at bet365, highlighted the operator’s confidence in its offering as it enters a mature and competitive market.
Stoddard said:
We’re excited to bring bet365 to Michigan and introduce a better way to bet, this is a mature market with knowledgeable fans, and we’re confident our product stands apart.
The platform will offer a range of features designed to differentiate it from competitors, including its “Early Payout” feature, in-play betting capabilities, and a fully integrated online casino experience.
Growth Potential in a Booming iGaming Market
Michigan has quickly established itself as one of the leading iGaming markets in the United States. Monthly gross revenue from online casino gaming surpassed $300 million for the first time in late 2025, reflecting strong and sustained growth since the market’s launch—similar to milestones reported in Michigan crossing $3 billion in annual iGaming revenue.
The state now ranks among the top U.S. jurisdictions for online gaming, alongside New Jersey and Pennsylvania. Its regulatory structure, which allows operators to deduct a portion of promotional spending before taxation, has helped drive competition and innovation.
bet365’s entry comes as part of a broader, disciplined approach to U.S. expansion. Unlike some competitors that relied heavily on aggressive marketing and promotional spending, the company has focused on selective market entry and long-term profitability.
This strategy has begun to pay off, with bet365 strengthening its position in established markets and gradually expanding into new ones as opportunities arise. The Michigan launch reflects this approach, targeting a high-value market with strong fundamentals and a knowledgeable player base.
With regulatory approval secured and partnerships in place, bet365 is now positioned to compete in one of the most dynamic iGaming environments in North America. Its performance in Michigan will likely play a key role in shaping its continued expansion across the U.S. market.
