bet365 has launched its platform in Michigan. The UK-based gambling company is now active in 17 US states. 

Michigan has a restricted licensing system with a limit of 15 operators. All commercial platforms must partner with a state-licensed casino. There are three commercial casinos in Detroit and 12 tribal casinos across the state. 

PokerStars recently exited the state, creating a space for a new operator, which Bet365 now fills. It becomes the online partner for the Little Traverse Bay Bands of Odawa Indians, which operates Odawa Casino.

“This approval reflects our continued focus on maintaining integrity, transparency, and consumer protection in Michigan’s online gaming and sports betting marketplace,” 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.”

Focus On Sports and Entertainment

While launching in the state, Bet365 has partnerships with two of Michigan’s prominent sports teams, the Detroit Tigers and the Detroit Red Wings. It also has a partnership with 313 Presents, a live entertainment company in Detroit. 

“We’re excited to bring bet365 to Michigan and introduce a better way to bet,” said Bet365 in a press release. 

“This is a mature market with knowledgeable fans, and we’re confident our product stands apart. Features like Early Payout Offer, combined with our in-play experience and integrated casino, give players more ways to engage and more reasons to choose bet365.”

The platform is now live in the state. It does not currently offer esports markets, but events may be approved by the Michigan Gaming Control Board if requested by operators. 

bet365 Faces Lawsuit In New Zealand

While approved in Michigan, bet365 is facing a lawsuit in New Zealand over claims it has been operating in the country without a license. 

The company operates internationally through licenses in Malta and Gibraltar. This week, Judge Ian Gault said that bet365 and related defendants “object to the jurisdiction of the New Zealand courts to hear and determine this proceeding.”

New Zealand introduced new legislation to regulate gambling last year. The new rules effectively prohibit companies holding offshore licenses from operating in the country.

The operator has also come under scrutiny recently in the UK over accusations that it did not do enough to prevent the suicide of a 19-year-old user. A coroner ruled that Arthur Soames’ death was caused by mental health distress exacerbated by gambling.

A teenager in Michigan has also brought a lawsuit against gaming companies, alleging that Roblox, Fortnite, and Minecraft encouraged him to become addicted to the games. 

Bet365 says it “is committed to promoting safer gambling and providing tools to help customers stay in control like spend and session limits.”