Michigan customers gained access to bet365's online sportsbook and casino platform last week, marking the launch of the UK-based operator in its 17th U.S. state.
The Michigan Gaming Control Board approved Hillside Michigan LLC, doing business as bet365, as the new internet gaming and sports betting platform provider for the Little Traverse Bay Bands of Odawa Indians, who operate the Odawa Casino in Petoskey. bet365 replaces PokerStars, which recently exited the Michigan market.
"bet365 has completed all MGCB licensing and regulatory requirements to serve as the Tribe's new platform provider," said MGCB Executive Director Henry Williams. "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."
The launch comes with a series of high-profile partnerships across Detroit sports. bet365 was named an Official Sports Betting Partner of the Detroit Tigers, Detroit Red Wings, and 313 Presents.
The Detroit Tigers agreement includes branding placements at Comerica Park, broadcast integrations, and fan engagement initiatives such as ticketing and merchandise programs. bet365 will also serve as a presenting partner for Tigers coverage on Detroit SportsNet.
Detroit SportsNet announced bet365 as its presenting partner, giving the sportsbook a direct role in the network's on-air identity and game coverage. Under the agreement, the network's official name became Detroit SportsNet, presented by bet365. The partnership also added branded elements throughout telecasts and introduced live odds integrations during broadcasts.
Michigan customers gained access to bet365's sportsbook and casino platform, which includes competitive odds, early lines, in-play betting, and the company's Early Payout feature. That offer allows customers to collect winnings before a game ends when their team takes a decisive lead. The casino product also launched with a daily Prize Matcher feature, which offers prizes worth up to $5,000 each week.
The operator backed the rollout into the Michigan sports betting and Michigan online casino markets with introductory promotions for both sportsbook and casino users. New sportsbook customers were offered a "Bet $10, Get $365" deal. Casino players were offered 1,000 free spins and a deposit match of up to $1,000.
As one of the world's largest online gaming companies, bet365 has an established presence in neighboring Ohio and Ontario. Based on January results in 15 states that make handle by individual sportsbooks public, Bet365 now ranks as the No. 6 U.S. sportsbook at 4%, which puts it ahead of BetRivers and Penn-owned TheScoreBet, formerly known as ESPN Bet and Barstool.
When you look only at the 10 trackable states in which Bet365 operates, that share rises to 6%. The scorecard, listed chronologically, includes Kansas at 5%, Maryland at 5%, Ohio at 8%, Kentucky at 9%, and Missouri at 9%.
The launch reflects bet365's wider U.S. strategy of entering legal markets with a product built from previous state rollouts. Since April 17, customers aged 21 and over in Michigan have been able to download the app or access the site to take advantage of Michigan sportsbook promos and Michigan online casino no deposit bonuses.
To maintain compliance with Michigan law and MGCB regulations, the Tribe and bet365 must offer only Board-approved games and wager types, use Board-approved suppliers, Board-registered vendors, and Board-approved cashiering locations, adhere to all Board-approved internal controls, terms, and conditions, and change-control processes, timely submit all taxes, payments, and fees required under the Lawful Internet Gaming Act and Lawful Sports Betting Act, comply with all applicable statutory and regulatory provisions and Board directives, and fully adopt all Board-approved internal control amendments.
The Michigan Gaming Control Board remains committed to ensuring that all licensed operators and providers uphold Michigan's high standards for regulatory compliance, responsible gaming, and consumer protection. Gambling in any form is for entertainment purposes only. If you or someone you know may have a gambling problem, contact the National Problem Gambling Helpline at 1-800-GAMBLER, text 800GAM, or visit www.1800gamblerchat.org. Help is available 24/7 and is free and confidential. Michigan citizens can also visit the Responsible Gaming page of the MGCB website for information on self-exclusion programs including the Disassociated Persons List and the Internet Gaming and Sports Betting Responsible Gaming Database.