SBC News Voice of the Sports Betting Industry
Bet365 has made its official debut in the regulated market of Serbia as of Thursday 6 March.
The expansion into Serbia means that sports fans in the country can now sign up and bet with the UK-based operator.
A bet365 spokesperson commented: “We are delighted to launch a dedicated bet365 website in Serbia, a country renowned for its sporting heroes and passionate fans.
“As well as our unrivalled sports betting experience, our customers in Serbia can now enjoy a comprehensive range of offerings, including slot games, live games, e-sports and virtual betting.”
In further detail, Serbian customers can utilise bet365’s proprietary In-Play product, which has coverage of over 96 sports and access to more than 1,000,000 live streams.
A recent study showed that revenue in Serbia’s Gambling market is experiencing significant growth and is projected to reach £407.27m in 2025.
However, in 2023, a report on ‘citizens lifestyles’ by Public Health Serbia revealed that 30% of youths aged 15-19 had gambled, ranking Serbia as the worst among Balkan nations.
Importantly, bet365 emphasised its commitment to safer gambling following the launch: “We are dedicated to leveraging our extensive experience and advanced Responsible Gambling tools to ensure a secure and responsible gaming environment for all our customers in Serbia.”
Notably, at the start of this year, municipalities and administrative districts across Serbia were instructed to enforce new laws and standards for gambling venues and franchises.
Authorities in the country’s 29 districts and 190 municipalities were tasked with reviewing and verifying the licenses and customer protection measures of local arcades, betting shops, and bingo halls.
Now, sports betting franchises are required to pay a 15% base fee on sports wagering, with a minimum fee equivalent to €1,000 (in dinar value) for each registered betting shop.
Bet365 continues growth into new regions in line with successful debuts in several US states since 2019. Headquartered in Stoke, the family-owned business now also has offices in the USA, Brazil, Gibraltar, Malta, Australia, Colombia and Bulgaria.
