bet365 Expands into Serbia with Sports Betting and Casino Launch
Last update: 10 March, 2025
This marks another significant step in the company’s European expansion, providing Serbian players access to a wide range of gaming and betting options.
The newly launched local site offers sports betting, slot games, live games, esports, and virtual betting, ensuring a comprehensive experience for Serbian customers. A bet365 spokesperson highlighted the significance of this launch, stating: “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.”
This expansion follows bet365’s entry into the Peruvian market in October 2024 and its recently announced partnership with EGT Digital in Bulgaria, further strengthening its footprint in Eastern Europe. The move reflects the growing appeal of Serbia’s regulated gambling market, which has attracted several major players, including Hacksaw Gaming, RubyPlay, and Imagine Live, all of which entered the Serbian market in 2024.
Beyond its market expansions, bet365 recently published its FY 2024 financial results, revealing a turnover of £3.72bn ($4.81bn) for the year. The operator also launched a ‘Non-Runner No Bet’ initiative for the 2025 Cheltenham Festival Championship races, further cementing its presence in the global betting landscape.
Despite this growth, the Serbian market presents certain regulatory challenges. In November 2024, the country’s Green political party, the Green Left Front, called for a complete ban on gambling advertising. However, since Serbia fully regulated its gambling industry in 2011, the market has continued to expand, attracting international operators looking to tap into its growing customer base.
With its latest launch, bet365 reinforces its position as a major global operator, offering Serbian players access to its renowned betting and gaming services while continuing to expand across key international markets.