The Maryland Lottery and Gaming Control Agency (MLGCA) has officially granted bet365 a sports betting licence. This will clear the way for the British operator to launch its sportsbook in the state. The approval marks another milestone in bet365’s US expansion.

The timing is crucial, as the operator positions itself to go live before the NFL season starts on September 5. This period fuels intense activity for sportsbooks nationwide, boosting customer sign-ups, engagement, and competitive promotional campaigns.

Maryland Becomes Bet365’s 15th US Market

The addition of Maryland makes it the fifteenth state in which bet365 will operate. The company introduced its sportsbook into Tennessee and Illinois in March, followed by the recent launch in Kansas. These new entries show bet365’s determination to increase its US sports betting footprint in 2025.

Maryland’s sports betting sector is home to major players including FanDuel, DraftKings and BetMGM. Bet365 joins this competitive roster and it remains to be seen if its arrival will shift dynamics in an already crowded market.

Market Context and NFL Kickoff

Maryland’s betting market generated $364.1 million in handle across all operators in July. The figure underlines  the scale of opportunity and the challenge for newcomers seeking market share. Industry analysts suggest that if that total had been $900,000 higher, it would have symbolised the market’s readiness for another operator like bet365.

The timing of the approval is strategic, as the start of the NFL season drives record betting activity nationwide. This means new operators have a chance to gain early traction. Bet365’s imminent launch means it can leverage this seasonal surge to establish its Maryland customer base.

Active Month for Bet365 and Maryland Regulators

Bet365 should release a formal statement shortly, further detailing its Maryland launch plans. The announcement will come after the August partnership agreement with Inspired Entertainment to bring a portfolio of virtual sports products to market.

It has also been a busy period for the MLGCA. Earlier in August, the regulator canceled Intralot’s lottery contract after finding that the company’s proposal broke procurement rules. This illustrates the agency’s active role in ensuring compliance and integrity across Maryland’s gaming and betting landscape.

With its fifteenth state secured, bet365 continues to expand its reach in the United States, using the year’s momentum to position itself as a rival to the country’s established sportsbooks.