Bet365’s path to growth in North America isn’t about replicating what worked elsewhere.
Speaking during a fireside chat at SBC Summit Americas, Bet365 Chief Marketing Officer Stephanie Deflora said one of the biggest lessons the company has learned since entering the U.S. market is that success requires a much more localized approach than many outsiders might assume.
Deflora, who joined Bet365 in 2019 and was promoted to chief marketing officer in 2024, oversees the company’s marketing efforts across the U.S. and Canada. During the discussion, she reflected on the challenges of bringing one of the world’s largest sportsbook brands into a market that continues to evolve state by state.
“For us to be able to translate the success, it’s really taken a lot of patience and a deep understanding of that North American betting landscape,” Deflora said.
While Bet365 entered North America with a globally recognized brand and decades of sportsbook experience, Deflora said the company quickly realized there was no universal playbook for the region.
“We could not just take the playbook from the UK or another European country and copy that into the United States,” she said. “Every state and every province is unique in its own way.”
That philosophy has influenced everything from partnerships to creative strategy.
One of the company’s most recent marketing initiatives, the “Winning Is Everything” campaign, was developed after extensive research into sports betting consumers and how they view advertising in the category.
According to Deflora, one finding stood out. “There is a general feeling that our core sports bettor doesn’t feel that they’re being represented in some of our competitive ads.”
Rather than follow the celebrity-heavy approach adopted by many operators, Bet365 opted to focus on the conversations, opinions, and competitive nature often associated with sports fans. The campaign features scenarios designed to reflect how bettors discuss games and wagers with friends, coworkers, and fellow fans. “We wanted to celebrate the unique nature of sports bettors, which is the passion that they bring,” Deflora said.
The campaign launched in both the U.S. and Canada, although Deflora noted that creative execution varies by market to reflect local audiences, partnerships, and regulatory requirements.
As Bet365 continues to build its presence in North America, the company is also looking ahead to major sporting events that can help drive awareness and customer acquisition. Deflora pointed to the FIFA World Cup as one such opportunity, particularly given Bet365’s long-standing association with soccer. “We want to continue to differentiate ourselves, find new ways to stand out.”
The company is also preparing for Alberta’s regulated online-gaming market, expected to launch next year. Deflora said Bet365 plans to approach Alberta much the same way it has approached other new markets: by understanding local nuances, while maintaining a strong focus on compliance and responsible gaming.
“The thing that is really important for Alberta and for our business overall is that we need to continue to make sure responsible gaming and all the other regulations are being met, because that’s what will drive the sustainable market for the long term,” she said.
Throughout the discussion, Deflora returned repeatedly to the company’s long-term ambitions in North America. While acknowledging there is still significant work ahead, she said Bet365 remains focused on growing awareness, acquiring new customers and continuing to climb the market-share rankings. “Our North American ambition is to be a podium player at the end of the day.”
For a company that built its reputation overseas, the message was clear: succeeding in North America will require more than brand recognition. It will require understanding each market on its own terms.
