SBC News Voice of the Sports Betting Industry
bet365 has strengthened its presence across the US market after securing a 10-year agreement with Century Casinos.
The finalised partnership, undertaken through a subsidiary and having already obtained its master license with The Centennial State, will see bet365 become the casino’s second internet sports betting operator partner in Colorado.
The Stoke-based gambling company will operate both an internet and mobile sports betting application under the bet365 brand.
The new partnership will include a minimum annual revenue guarantee and a percentage share of net gaming revenue payable to bet365 each year, with an advance fee being paid on contract signing.
The partnership also marks the consistent growth of bet365 in the region, having recently agreed a long-term partnership with Colossus Bets, as well as an expansion into the Mexican market via its partnership with TV Azteca’s gambling subsidiary, Ganador Azteca.
bet365 first made its entry into the US market after securing a 20-year agreement with Empire Resorts Inc. The agreement saw the online betting group become the lead digital and land-based sports betting services provider for the ‘Resorts World Catskills’ casino in upstate New York.
At the time, bet365 set-up an affiliate subsidiary ‘Hillside NY LLC’ which acquired up $50 million of Empire’s common stock in two tranches, thus making it the Nasdaq firm’s second largest investor.
