bet365 Highlights 2024 as a Landmark Year in Sports Betting

Bet365 has released its annual Year in Sports Betting report, outlining key trends and milestones that shaped 2024. Among the standout developments were the surging popularity of women’s sports and the rapid expansion of the player prop betting market, reflecting changing appetites among bettors around the globe. The operator also achieved significant progress in high-profile jurisdictions, setting the groundwork for a stellar 2025.

Traditional Betting Is Losing Popularity

The prop betting market was a smash hit in 2024, with the NBA taking center stage. Bettors gravitated toward individual performance wagers, often focusing on total points, assists, or rebounds rather than traditional game lines. Flash Bets, micro-wagers on live games, further fueled the popularity of prop bets, with bet365 announcing plans to expand these offerings across multiple sports in 2025.

Prop bets help operators capitalize on shifting consumer preferences, as many fans prefer to support their favorite athletes and remain highly invested in their performances. NBA athletes like Nikola Jokic, Luka Doncic, and Stephen Curry regularly receive more action in terms of prop bets than game totals. The NFL mirrors this trend where star running backs like Saquon Barkley made waves in MVP betting markets.

Women’s sports also enjoyed stable growth. The WNBA saw a 67% uptick in global betting activity, with athletes like Caitlin Clark, A’ja Wilson, and Breanna Stewart proving immensely popular among MVP prop betting enthusiasts. Women’s UFC bouts also benefited from broader attention to the sport, evidenced by a surge in activity during title bouts.

The Operator Marked Significant Success in the Americas

Bet365 also made headlines with its international growth initiatives. The company rolled out its iGaming platform in Peru, offering customers a rich selection of sportsbook products, a comprehensive portfolio of online casino games, and live coverage of all major world sporting events. The LATAM country is the fourth largest in the region and will help bet365 demonstrate the universal appeal of its offerings.

In addition, bet365 opened a new US headquarters in Denver, Colorado. The state-of-the-art 120,000-square-foot facility promises to employ 1,000 people with roles varying from customer service to trading, software development, and marketing. This expansion signifies the US’ status as a core market for the company, especially as more states consider implementing regulated sports betting.

As bet365 enters the new year, its focus remains on innovation and customer engagement. Key priorities will be expanding the micro-wager offerings, growing women’s sports betting, and deepening investment in lucrative global markets. Bet365 has proven its adaptability in a dynamic industry and will retain its leadership position in shaping the future of sports betting.