Bet365 confirms arrival into the Serbian gambling market

British gambling giant Bet365 has confirmed its arrival into the Serbian betting market. 

The news means further expansion into Eastern Europe for the sportsbook specialists, with the service going live as of March 6. 

Serbian gamblers will now be able to avail of Bet365’s significant sports betting offering, as well as various online casino games. 

The dedicated local site for Serbia comes after a partnership was initiated in Bulgaria with EGT Digital as part of its strategy for the Eastern Europe region, while a few months ago, the operator ventured into Peru in South America.

Since a regulatory overhaul took place in 2011, there have been developments in the Serbian gambling space, with more operators seeing the market as an attractive proposition for growth. 

Bet365 now joins the likes of Hacksaw Gaming, RubyPlay, and Imagine Live, which all arrived in the country in 2024.

A Bet365 spokesperson said, “We are delighted to launch a dedicated Bet365 website in Serbia, a country renowned for its sporting heroes and passionate fans.” 

“As well as our unrivalled sports betting experience, our customers in Serbia can now enjoy a comprehensive range of offerings, including slot games, live games, esports, and virtual betting. “  

Led by the wealthy Coates family, Bet365’s profits soared last year, with turnover up from $4.2b to £4.6b but that included gains in the value of the company’s investments while it sought to cut costs in other areas.

CEO Denise Coates’s pay package was cut by a significant 45%, but her salary and benefits still reached £150m ($187.8m) due to the excellent performance of the British firm. 

Image credit: Via Grok/X

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