UK-based betting giant Bet365 has officially exited the Chinese betting market, a move viewed as part of its strategy to strengthen operations in regulated regions, according to SBC News.
Reportedly, a spokesperson for Bet365 told the media outlet: “Bet365 continually reviews and assesses the markets to which it offers its services. The Group has decided to align its focus to its core competencies in its core markets by consolidating its resources to centre on gaining market share in regions that provide long-term sustainable revenue. As a result, Bet365 will shortly cease operations in various jurisdictions, including China.”
According to industry analysts, China may have represented Bet365’s last significant ‘dark grey’ market, despite being the second-largest revenue source after the UK back in 2014.
Choosing profit & perks
However, as regulatory scrutiny has increased and global markets have shifted towards compliance-driven models, Bet365’s decision to exit reflects a broader strategy to prioritise markets that offer regulatory security and sustainable profitability.
China has long been a lucrative yet legally ambiguous market for international betting firms. The country maintains strict regulations on gambling, with only Hong Kong and Macau offering limited legal betting options, horse racing and football betting in the former, and a thriving casino industry in the latter.
Online sports betting and gambling remain illegal in mainland China, forcing foreign operators to operate in a regulatory grey zone.
Doubling down on American markets
Bet365’s exit from China comes at a time when the company is aggressively expanding its footprint in regulated betting markets, particularly in North and South America. The operator is one of the 71 licensed firms in Brazil, following the recent regulation of the country’s sports betting sector.
Meanwhile, in the United States, where 38 out of 50 states have now legalised sports betting, Bet365 has been making significant inroads. The firm recently launched operations in Illinois, marking its 13th state entry. Further expansion is on the cards, with Missouri expected to become Bet365’s 14th state market later this year.
The company has already laid the groundwork by securing a partnership with the St. Louis Cardinals, a Major League Baseball (MLB) team, which will facilitate its entry once the state’s sports betting regulations are finalised.
With the proliferation of legalised sports betting worldwide, operators are increasingly choosing to abandon unregulated or legally uncertain markets in favour of those that provide long-term financial and operational security.
The shift also reduces the risk of potential legal action from regulators and governments cracking down on offshore betting operations. For Bet365, focusing on regulated markets not only ensures compliance but also allows the firm to capitalise on emerging opportunities in regions where betting is becoming mainstream.
