Key Moments:
- Maryland Lottery and Gaming Control Agency authorized bet365 to operate, marking Maryland as the 15th US state for the sportsbook
- The approval came on 28 August 2025, positioned strategically ahead of the NFL season’s 5 September start
- Maryland’s recent tax policy revision set the sportsbook tax rate at 20 per cent following prior proposals
Regulatory Nod Positions bet365 for Early NFL Momentum
bet365 received the green light from the Maryland Lottery and Gaming Control Agency (MLGCA) after a two-hour meeting held on 28 August 2025. The timing of this approval aligns with the imminent NFL season kickoff on 5 September 2025, offering bet365 an opportunity to capitalize on heightened betting activity. Maryland now becomes the 15th US state with an active bet365 presence, joining a dynamic and highly competitive sports betting market.
This morning @bet365_us fully launched its Maryland online sports betting platform.
The Maryland Lottery and Gaming Control Commission today issued an online sports wagering license to bet365 after a successful controlled demonstration on Thursday.https://t.co/w9IPNEYUdP
— RLinnehanSR (@RLinnehanSR) August 30, 2025
State Market Dynamics and Competition
Maryland’s sports betting industry is marked by significant competition, with major entities like FanDuel, DraftKings, and BetMGM already established. The state’s sports betting handle in July 2025 reached $364.1 million, with $319.5 million paid out as winnings. Operators retained 12.2 per cent of the handle, contributing $7.2 million in tax revenue for the month.
| Month | Total Betting Handle | Winnings Paid | Operator Hold (%) | Tax Revenue |
|---|---|---|---|---|
| July 2025 | $364.1 million | $319.5 million | 12.2 | $7.2 million |
Tax Policy Shifts and Operator Responses
Maryland implemented a new sports betting tax policy after discussions surrounding Governor Wes Moore’s initiative to elevate the tax rate. The originally proposed increase from 15 per cent to 30 per cent settled at a final rate of 20 per cent. While operators accepted the adjustment, concerns were raised regarding potential impacts on profitability and customer behavior.
bet365’s US Growth and Strategic Partnerships
Bet365 continued its US expansion in 2025 by launching in Kansas in August, with earlier rollouts in Illinois and Tennessee occurring in March. In Illinois, the company partnered with Walker’s Bluff Casino Resort for both mobile and retail betting services. A Missouri launch is scheduled for 1 December via collaboration with the St. Louis Cardinals.
The company has also solidified its brand presence through sponsorships, including agreements with Italian football clubs Napoli and Udinese. In July, bet365 became the official sportsbook partner of the Indiana Fever in the Women’s National Basketball Association (WNBA), demonstrating its commitment to expanding its US footprint.
Virtual Sports and Product Innovation
In August 2025, bet365 teamed up with Inspired Entertainment to deliver licensed virtual sports games, such as V-Play NHL and NBA Re-Play. This collaboration also saw the introduction of Re-Play eSports, offering fresh betting opportunities within the virtual competitive gaming space.
Implications for Maryland’s Market
The arrival of bet365 adds another established brand to Maryland’s sports betting landscape, expanding the range of options for bettors and intensifying competition among existing operators. This development is anticipated to boost tax contributions, leveraging bet365’s extensive user base.
Features like real-time betting and detailed analytics may appeal to experienced users, underscoring the advantages of bet365’s global market presence. As the operator landscape grows, bettors can access a broader spectrum of odds and promotional offers. At the same time, industry stakeholders emphasize the importance of maintaining responsible gambling standards amid increased competition.
- Author
Daniel Williams
