Bet365 To Join Colorado Sports Betting Market Via Century Casinos

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Colorado’s sports betting market is getting more crowded.

On Tuesday, Century Casinos announced a 10-year partnership with bet365 for online/mobile sports wagering in the Centennial State, which began sports wagering on May 1 despite the pandemic.

Terms of the deal include a minimum annual revenue guarantee and an annual percentage share of net gaming revenue, along with an advance fee paid on contract signing.

Century Casinos owns and operates Century Casino & Hotels in Cripple Creek and Central City. The company also operates the Mountaineer Casino, Racetrack & Resort in West Virginia, another state with legal online/mobile sports betting.

Century’s partner there is William Hill, a British gambling powerhouse with a huge footprint already in the U.S., mainly via Nevada.

Bet365, also a British company, will use its brand for an online/mobile sportsbook in Colorado, pending regulatory approval to do so. The sportsbook made its U.S. entry in August 2019 through a partnership in New Jersey. Additionally, bet365 has an online/mobile market access deal in New York, should the Empire State ever allow sports gambling in cyberspace.

In Colorado, the sportsbook will have competition from the likes of DraftKingsFanDuelBetRivers, FOX Bet, PointsBet, and BetMGM, among others.

Century, which also has a Colorado sports betting partnership with Las Vegas-based Circa Sports, still has one skin left to use in the state.

What bet365 could bring to the table

Overseas, bet365 is known for its in-play betting product, which could be a focus in Colorado.

Live wagering during a sports contest is expected to be a major area of growth for the sports wagering industry, even if it might take some of the skill out of sports betting and make it more pure gambling. Pre-game wagering alone isn’t going to cut it for the industry.

Bet365 is also known for live streaming content that enhances its in-play product.

The sports betting company is privately held, which could result in the sportsbook being less concerned about short-term revenue in U.S. markets. However, the competition in the sports betting space is fierce, so you likely won’t find meaningfully better betting prices at bet365.

The bet365 brand is a powerhouse over in the U.K., but time will tell if it can be a top one in the U.S.

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Brian Pempus

Brian served as a senior reporter and online content manager for Card Player Magazine for nearly a decade before joining USBets in October 2018. He is currently focused on legal and regulated sports betting and online gaming. He's an avid jiu-jitsu practitioner in his free time.

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