Bet365 Launches Online Sportsbook, iGaming In Michigan

By Bill Speros

Apr 17th, 2026 9:12 AM EDT

Bet365 entered Michigan’s online gambling market Friday, launching both its sportsbook and online casino platform statewide through partnership with the Little Traverse Bay Bands of Odawa Indians.

Bet365 Michigan represents the 17th state for the online operator. The operator assumes the online betting and iGaming license previously held by PokerStars. The operators also formally announced partnerships with the Detroit Tigers, Detroit Red Wings, and 313 Presents. This shift adds another customer choice for Michigan’s iGaming landscape and gives bet365 immediate access to one of the most established online gaming markets in the United States.

The Bet365 Michigan debut comes as the gaming site accelerates its U.S. expansion on multiple fronts. Earlier this month, the company signaled interest in one of the available online sports betting licenses in Massachusetts, prompting regulators to reopen the application process.

Massachusetts launched online sports betting in March 2023 but has yet to legalize iGaming, though legislative efforts remain ongoing. Bet365 declined to comment on its intentions in the state.

The operator recently ramped up its nationwide marketing push, rolling out a nationwide “Winning Is Everything” campaign in March. It secured a deal to become the official sports betting provider of Ultimate Fighting Championship in North America.

"We’re excited to bring bet365 to Michigan and introduce a better way to bet,” Trip Stoddard, Head of Business Development, said in announcing the move. “This is a mature market with knowledgeable fans, and we’re confident our product stands apart." 

Odawa Partnership Opened Door For Bet365

The Bet365 Michigan deal positions it to operate under Odawa Casino, Inc., with oversight from the Michigan Gaming Control Board, allowing the company to offer both online sports betting and full iGaming products at launch. Bet365 owns a provisional supplier license under the name Hillside (Michigan) LLC, according to the MGCB.

The opportunity emerged following a broader restructuring by Flutter Entertainment, which has been transitioning PokerStars’ U.S. operations — including its Michigan presence — under the FanDuel Casino brand. That move effectively freed up a valuable tribal. online sports betting and iGaming license, creating a rare opening in a market that had been closed to new entrants since its 2021 launch.

The Little Traverse Bay Bands of Odawa Indians were among Michigan’s original iGaming partners, but PokerStars struggled to gain traction in the state’s highly competitive market, consistently trailing top-tier operators in revenue.

Its exit leaves behind one of the few available licenses in Michigan — a notable development in a state where market access is tightly controlled through tribal and commercial partnerships.

For the Odawa tribe, the switch to bet365 represents an upgrade in global brand strength and product depth, while for bet365, it provides a direct path into a lucrative, mature market without the need for expansion legislation.

Ties To Tigers Unleashed With Detroit SportsNet

Bet365’s Michigan launch comes after the operator became a primary sponsor of Detroit SportsNet, a new regional streaming network tied to the state’s major pro teams.

It carries Detroit Tigers games and becomes the home for Detroit Pistons and Detroit Red Wings broadcasts starting next season. Those teams lacked long-term broadcast partners after a split with the FanDuel Sports Network. That move gave bet365 an early foothold in the Detroit media market before its official launch.

The operator already shares a visual presence in Comerica Park and has been featured this season during Tigers' telecasts.

What Michigan Bettors Can Expect With Bet365

With Friday’s launch, Michigan bettors will see a platform similar to bet365’s offerings in states such as New Jersey and Pennsylvania, including a fully integrated sportsbook and online casino under a single account.

The launch reflects bet365’s broader U.S. strategy to expand into all legal markets and establish itself as a national competitor to DraftKings and FanDuel. The company continues to modify its platform based on what it learned from prior state launches.

"Bet365 is positioned to compete with established operators while offering a differentiated experience," the company wrote in a release.

Bet365's reputation among players includes strong in-play betting, competitive odds and a streamlined interface. It offers a full iGaming suite featuring slots, table games and live dealer options.

Aggressive welcome offers and ongoing promotions are expected to play a key role as bet365 looks to quickly gain traction.

Bottom Line: More Competiton Means A Win For Consumers

Bet365’s arrival adds another heavyweight to an already saturated Michigan market, increasing pressure across the board — particularly among mid-tier operators fighting for share.

With few remaining entry points, the Odawa license transition stands out as one of the most significant shifts in Michigan’s online gaming market since launch — and signals bet365’s intent to be a major U.S. player moving forward.

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