bet365, a prominent player in the gaming industry, is making significant strides in the United States while simultaneously facing challenges in its overseas operations that have led to layoffs. Recently, the company launched its services in West Virginia and Washington D.C., but just a day later, it confirmed that approximately 340 employees would be let go, mainly from its operations in England, with additional cuts occurring in Gibraltar and Malta.
The company provided a statement addressing this workforce reduction, explaining that, "As an international business, we continually review and assess our operations to ensure the business’ long-term future. We’re currently facing a highly competitive trading environment, plus increased regulatory and tax-related costs. As a result we’re restructuring some of our locations this year. Ultimately, this will result in a reduction of approximately 340 roles across our European hubs, which is the equivalent of around three percent of the workforce."
This latest round of layoffs comes after the UK government nearly doubled remote gaming taxes from 21% to 40% in April, prompting a wave of job losses across the sector. According to the Betting and Gaming Council, around 4,500 jobs have been lost due to the changes in taxation, with an additional increase expected in April 2027, when betting taxes will rise from 15% to 25%.
In a bid to mitigate the impact of layoffs, bet365 has introduced a voluntary buyout program. Up to March 2025, the company reported a global workforce of 10,056 employees, an increase of 911 compared to the previous year.
bet365 is privately held and submits its financial details annually to UK regulators. Its recent filings show a clear focus on investing in the U.S. market. The company emphasizes that it is strategically allocating resources to expand into new markets and adapt to changing regulations in existing ones. Their report highlighted recent licensing achievements in Brazil, Peru, Serbia, and various U.S. states, alongside the establishment of a new office in Denver, Colorado.
This Denver office has marked a pivotal moment for bet365, indicating its serious commitment to penetrating the U.S. market after years of anticipation regarding its entry strategy. During a discussion at the SBC Summit Americas in June, bet365’s Chief Marketing Officer, Stephanie De Flora, detailed the company’s approach to succeeding in the competitive North American landscape. She remarked, “bet365 entered the U.S. market with the advantage of a long-established global product and operational foundation, but we also understood early on that success in North America would require more than replicating a UK model.”
To cater to American bettors, the company launched its campaign titled “Winning Is Everything.” With the recent launches in West Virginia and Washington D.C., bet365 now operates in 19 U.S. jurisdictions, offering a mix of online sports betting and iGaming services where permitted.
