Bet365, one of the world’s largest online sports betting companies, has made a strong comeback to profitability for its fiscal year ending March 31, 2024. Boosted by solid revenue growth and a push into the lucrative United States market, the company’s results reflect a blend of strategic investments and innovation in its offerings.
Revenue Rebounds with 9% Growth
The latest financial filing by Bet365 with Companies House paints a bright picture for the company’s performance. Group revenue surged to £3.72 billion ($4.65 billion), a notable 9% increase from the prior year’s £3.41 billion ($4.26 billion). The betting and gaming segment alone contributed £3.7 billion ($4.62 billion), matching the overall growth rate.
Profit before tax for the betting segment soared to £626.6 million ($782.97 million), marking a significant turnaround. However, Bet365’s Stoke City FC business continued to struggle, reporting a widened loss of £30.3 million ($37.86 million) compared to £12.4 million ($15.49 million) the previous year.
US Expansion: A Game-Changer
CEO Denise Coates emphasised the importance of the company’s investments in the US, calling the expansion a “key driver” of the group’s success. Bet365 launched regulated betting operations in seven states, including Arizona, Iowa, Indiana, and Pennsylvania. The platform’s American footprint is seen as a pivotal growth area, with product launches tailored to local markets.
The addition of new trading weeks and the enhancement of its Bet Builder tool also contributed to the year’s 11% rise in sports betting revenue. The Bet Builder feature now extends to sports such as boxing, cricket, and Formula 1, catering to a broader audience.
Product Innovation and Challenges
Bet365 continues to refine its offerings, adding value to both sports betting and gaming segments. Fantasy sports and virtual gaming were upgraded, with new languages like French and Latin American Spanish broadening the appeal to diverse audiences.
However, the gaming segment’s revenue remained flat. Market challenges in live casino gaming dampened growth despite efforts to create more personalised user experiences. Innovations such as a revamped recommendation engine and exclusive live games, including the company’s proprietary Super Mega Ultra live game show, aim to boost engagement.
Charity and Executive Pay in Focus
Bet365 increased its charitable contributions significantly during the year, donating £127 million ($158.69 million), up 20.5% from the previous period. The majority of these funds (£120 million or $149.95 million) went to the Denise Coates Foundation, which focuses on community and health initiatives.
Interestingly, Denise Coates herself took a major pay cut. Her annual salary dropped to £94.6 million ($118.21 million) from £220.7 million ($275.78 million) the previous year, reflecting the company’s focus on operational efficiencies.
Stoke City FC and Regulatory Compliance
A significant development in the year was the demerger of Stoke City FC, a football club historically linked to Bet365. The club, now fully owned by director John Coates, was delisted as a Bet365 asset in July 2024. The move incurred an estimated cost of £118 million ($147.45 million).
Meanwhile, regulatory compliance remained a top priority for Bet365. The company is actively participating in the UK Gambling Commission’s pilot for financial risk checks, designed to promote responsible gambling. Under the programme, players with monthly net deposits exceeding £500 are flagged, with thresholds set to tighten in 2025.
Ongoing Challenges and Legal Matters
Despite its strong performance, Bet365 faced several challenges. The company is cooperating with an anti-money laundering (AML) investigation by Australian regulator AUSTRAC, initiated in March 2024. While enforcement action is uncertain, Bet365 has committed to full cooperation.
Customer claims amounting to £19.9 million ($24.87 million) primarily stemmed from past activity in Germany and Austria. Bet365 is addressing these claims while maintaining a focus on compliance and growth in regulated markets.
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