Bet365 Exits Chinese Market Amid Regulatory Challenges

For years, China was one of Bet365’s best markets – massive demand, minimal oversight, and huge profit. Now? It’s off the map, in a move that’s sending quiet ripples through the industry, Bet365 has officially exited the Chinese market. No scandal, no ban, just a clean break from one of the world’s riskiest grey zones. But behind that decision is a much larger picture.

The Quiet Goodbye to a Not-So-Quiet Market

After years of operating in China’s legal grey zone, Bet365 has officially pulled the plug. On March 27th, the global betting giant stopped accepting wagers from Chinese users, closing the door on what was once its second-largest market after the UK.

The decision didn’t come as expected. There was no bold press release. Just a quiet message to Chinese customers stating the company would be shifting its focus to “core markets and regions that provide long-term sustainable revenue”.

But behind that diplomatic language is a seismic pivot and a not-so-subtle message to the rest of the industry: China is no longer worth the risk.

Why Now? The Cost of Playing in China

China didn’t become hostile overnight – it’s always been risky for gambling firms. But the regulatory heat has intensified. In recent years, Chinese authorities have not only blocked sites but also detained individuals involved in cross-border betting, fined players, and cracked down on foreign affiliates.

Even players caught gambling outside China’s borders, including in legal markets like Macau, can face punishment. For a company like Bet365, the pressure to leave was building. Regulators were more effective. Enforcement became more visible. And the optics of staying while simultaneously expanding in the US no longer made sense.

Ultimately, the exit wasn’t just about compliance. It was about risk tolerance. China’s profit potential no longer outweighed its political and legal volatility.

From Grey Market Giant to Regulated Champion

So what’s changed? The strategy. Bet365 is shifting its resources away from “dark grey” markets like China and toward fully regulated environments, most notably, the US and Brazil. According to analysts at Regulus Partners, China was Bet365’s last major unregulated outpost. With its exit, more than 90% of Bet365’s business now comes from licensed markets.

In Brazil, Bet365 was among the first wave of companies to receive licenses after the country opened its legal sports betting market in January 2025. And in the US, the operator has already launched in 13 states, with plans for further expansion, including a high-profile partnership with the St. Louis Cardinals.

This is a very different growth strategy from a decade ago, when saturation in the UK drove operators to chase emerging and often unstable markets. Now, the trend is reversing: compliance is the new frontier.

Sources

1. https://sbcnews.co.uk/sportsbook/2025/03/25/bet365-china-missouri/