Bet365’s 2025 Annual Sports Betting Report shines a light on key trends shaping the US sports betting landscape, with growth in women’s sports, an increase in player-focused betting, and an expanding global footprint.
The global sports betting market is experiencing a noticeable shift, with some unexpected areas of growth. From the increasing prominence of women’s sports to the expanding reach of player prop betting markets, Bet365’s 2025 Annual Sports Betting Report outlines the significant developments of the year.
A Surge in Women’s Sports Betting
One of the standout trends from the 2025 report is the substantial growth in betting on women’s sports, notably the WNBA. Global wagers on women’s basketball saw a remarkable 67% increase, driven by a combination of rising media attention, the emergence of young superstars, and growing viewership of women’s college basketball.
The report notes that this surge is part of a broader trend towards the inclusion of women’s sports in the mainstream betting market. Companies like Bet365 have been at the forefront, capitalising on increased fan engagement and demand for more diverse sports betting opportunities. “The excitement surrounding women’s basketball is hard to ignore,” the report explains, with the visibility of standout athletes contributing to its upward trajectory.
With high-profile players like Sabrina Ionescu and A’ja Wilson becoming household names, sports betting operators are seeing a larger pool of bettors eager to wager on women’s sports, not just in the U.S., but internationally as well.
The Rise of Player Prop Markets
In addition to the growth of women’s sports, the report highlights another fascinating shift: the rise in popularity of player-focused prop betting. Bettors are increasingly turning to individual player performances rather than team outcomes when placing wagers. This move is reshaping how operators cater to punters, providing them with opportunities to bet on athletes’ stats, achievements, and even specific game moments.
Athletes like Nikola Jokic of the NBA and Saquon Barkley of the NFL have become key names in these prop markets, with bettors analysing individual performances more closely than ever. As Bet365’s report points out, this growing trend towards player-specific betting reflects a broader shift towards a more personalised betting experience.
For bettors, this trend means a deeper engagement with their favourite athletes and teams, as prop bets offer more granular ways to interact with sports. This move away from generic bets towards individual metrics also indicates a desire for more data-driven, tailored betting opportunities.
Top Teams Driving Betting Activity
The popularity of individual performances is, however, still intertwined with team success. The Kansas City Chiefs dominated NFL betting, bolstered by the on-field brilliance of star tight end Travis Kelce. Meanwhile, the Boston Celtics led NBA wagers, although the Oklahoma City Thunder’s young and exciting roster followed closely behind.
Both teams have been in the media spotlight throughout the year, contributing to heightened fan engagement and subsequently increased betting activity. The ongoing success of these teams is a key driver in overall market growth, as punters flock to place their bets on winning teams and high-performing players.
Interestingly, bettors’ increasing interest in player prop markets over traditional team betting demonstrates a significant shift in the sports betting culture. Fans are more invested in how individual players perform rather than just the final scores, which has encouraged operators to develop more niche and diverse betting options.
Expanding Global Footprint
Bet365, which has been expanding rapidly across the globe, has also focused on growing its presence in new markets. In 2024, the company launched operations in Pennsylvania and Peru, with plans to expand into Brazil pending regulatory approval. The operator has long been a key player in the sports betting industry, and its global expansion reflects the company’s commitment to broadening its reach.
In Pennsylvania, Bet365 has partnered with Inspired and Playtech to bolster its sports betting offerings. These strategic alliances are part of a larger effort to meet increasing demand and provide more diverse betting products. The company is also building its presence in New Jersey and Colorado through its partnership with Betmakers for fixed-odds horse racing.
Bet365’s international strategy highlights its focus on market-specific opportunities and regulatory compliance as a foundation for its long-term growth. The company’s efforts to enter new territories such as Brazil reflect the ongoing globalisation of sports betting and the industry’s potential in emerging markets.
User-Centric Features
Another major takeaway from Bet365’s report is the importance of user experience. The company introduced several new features designed to improve engagement, including early payouts and flash betting options. These new tools have been well-received by customers, offering greater flexibility and convenience in placing bets during live events.
Bet365’s emphasis on customer-centric features is part of a broader trend in the sports betting sector, where operators are increasingly focused on creating seamless, interactive experiences for bettors. By investing in these features, Bet365 hopes to improve customer retention and attract new users looking for a more dynamic, user-friendly platform.
Regulated Markets See Steady Growth
The final key point in the 2025 report focuses on the continued expansion of sports betting in regulated markets. The report highlights how North America, Latin America, and Europe are seeing an uptick in activity, driven by advances in technology and Bet365’s ongoing investments.
These developments align with the growing number of countries legalising and regulating sports betting, providing a more secure and transparent environment for operators and bettors alike. As the demand for legalised betting options continues to rise, Bet365 is well-positioned to capitalise on this trend and further expand its reach across the globe.
Leave a Reply