Speaking ahead of SBC Summit Canada next week, Andew Moreno, Assistant Vice President of Business Development and Government Affairs at bet365, explains what it takes for a UK-rooted operator to make it big in North America.
As he highlights the importance of localization in terms of product offerings, marketing, partnerships and compliance requirements, Moreno offers his insights on how bet365 plans to achieve sustainable growth through strategic, quality-focused expansion.
CGB: bet365 has taken strides in North America, with several new sports betting state entries and the recent Michigan dual-vertical launch. How does the company view the North American market, and what’s the core goal for its positioning?
AM: North America is an exciting opportunity for growth, innovation, and modernization as sports betting and igaming continue to expand. As a globally recognized industry leader, we focus on adapting our positioning across the market in a way that feels local, personal, and resonates deeply with new customers across each region.
Our goals focus on building long-term trust, increasing brand awareness, and achieving sustainable growth through strategic, quality-focused expansion rather than rapid market entry.
CGB: As a UK-rooted operator competing with North American sports betting and gaming giants in Ontario and the U.S., what’s been the strategy to achieve strong market penetration amid stiff competition?
AM: We recognized early on in our North American expansion journey that we could not simply copy and paste our leading UK strategy, because customers across regions have distinct preferences, betting habits, and product expectations.
Rather than rapidly launching across North America, we focus on leveraging our local partnerships to learn more about each new market we enter so we can tailor our launches and long-term campaigns to each specific region.
We differentiate through our standout products and offers like our unrivaled Early Payout and Sub on, Play on, the broadest selection of leagues and sports, and strategic partnerships that strengthen our market presence and enhance the customer experience.
CGB: Known best for sports betting, bet365 has invested notably in the iCasino side. In markets like Ontario, where sports are a passion but casino is king in terms of handle and GGR, how do you strike the balance between the verticals?
AM: We’ve always viewed sports betting and iCasino as complementary products, rather than two competing verticals. Sports betting naturally peaks around major sporting events and seasons, while iCasino offers an entertaining year-round experience, so combined, the two verticals create a well-rounded offering for all customers. In markets like Ontario, where casino plays a major role, it’s important that we offer a well-balanced, premium experience that appeals to different types of customers.
Ultimately, we want to create an environment where people can naturally gravitate toward the products they enjoy most, helping build stronger engagement and long-term loyalty to bet365.
CGB: Alberta awaits, with a July 13 launch date now set. What has the compliance transition process looked like for bet365, and what will the approach be in that province?
AM: When we enter any new market, our priority is ensuring that we enter the right way, fully aligned with provincial/state requirements. Having already launched in Ontario and being one of the top betting platforms, we have a strong foundation in the Canadian regulatory landscape.
Through our strategic approach to growth across the United States, we’ve learned how crucial building early trust is with both customers and regulators through compliance, responsible gaming practices, and delivering a high-quality product. This mindset also extends to our marketing, where all campaigns are carefully created to meet local standards of advertising and compliance.
CGB: How does bet365 differentiate its Canadian product and brand from its American operations? And, within Canada, what do you expect the nuances will be between Ontario and Alberta?
AM: A major component of bet365’s brand and strategy is the recognition that no two markets are the same. Just as the US is different from our UK business, the Alberta landscape differs from Ontario.
We appreciate that each unique market has its own sports culture, betting preferences, and product expectations, and this is why localization is such a key piece of our approach – our partnerships, promotions, and overall goals are designed to authentically reflect each market, rather than a one size fits all strategy.
While some partnerships, like UFC, resonate with both US-based and Canadian bettors, we’ve also invested in partnerships that are uniquely meaningful and authentic to Canadian audiences, like the NHL and Woodbine.
Andrew Moreno is speaking at the upcoming SBC Summit Canada on a panel entitled ‘Alberta: The new sheriff in town’ on Wed 20 May 2026, 11:30 AM – 12:15 PM EDT. SBC Summit Canada takes place at Metro Toronto Convention Centre from 19-21 May 2026 – register for the event here.
