Bet365 has made determined steps in the market in the United States, focusing on both iGaming and sports betting, and, as recently as July 2025, the company splurged $135 million for new digs in Denver, Colorado.
Bet365 Maintains Marketing Spending at a Time When Others Are Battening Down the Hatches
Now, the company has been ramping up its marketing spending in the United States in a bid to secure further market share locally at a time when most other companies are taking a step back and seeking to scale back their marketing efforts, in a cost-cutting bid.
Bet365, which is a privately held company and which is rumored to be negotiating going public, has one of the highest-paid executives, and supposedly deep pockets.
It is this war chest the UK-based company is seeking to tap at a time when FanDuel and DraftKings are taking a more cautious approach. According to a survey by Eilers & Krejcik Gaming, bet365’s promotional expenditures for the quarter ending October were headed for 85% of gross gaming revenue.
The main issue with excessive promotional spending is that it works on converting customers, but maintaining it often crimps profitability, which could prove taxing in the circumstances.
Bet365 Is Still Private as Finances Remain Seemingly Unstrained
On the flipside, bet365’s finances are not beholden to shareholder scrutiny, but this leaves another question to be asked – is bet365 that rich to bankroll the ongoing effort?
The company is, in fact, facing pressure back home where the gambling tax is set to become 40%, which bet365 itself has warned would have serious and far-reaching consequences across its international business.
With further tax pressure at home, the prospect of having Bet365 go public becomes more appealing, but exposing its finances to public scrutiny could bring it more headaches.