bet365 Partners
- Founded
- 2000-01-01 in Stoke-on-Trent, Staffordshire, United Kingdom
- Headquarters
- bet365 House, Media Way, Stoke-on-Trent, Staffordshire ST1 5SZ, United Kingdom
bet365 Partners is the official affiliate and partnership marketing programme of bet365, one of the world’s largest and most trusted online gambling operators. Launched in 2000 and originally known as bet365 Affiliates, the programme was rebranded to bet365 Partners to reflect a more collaborative, service-oriented approach. It enables publishers, content creators, and media agencies to monetise traffic by referring customers to bet365's comprehensive suite of betting and gaming products, including sportsbook, in-play betting, casino, live casino, poker, bingo, and virtual sports. Operating under the umbrella of Hillside (Gaming) LP and headquartered in Stoke-on-Trent, UK, bet365 Partners leverages the parent brand’s global reach of over 120 million customers across 17 regulated US states and numerous international markets. Partners benefit from a bespoke analytics dashboard, real-time tracking, API integrations, and dedicated account management. The programme offers competitive revenue share (starting at 30% and scaling to 35%), custom CPA deals, and hybrid commission models. With a reputation built on brand trust, high player retention, and consistent monthly payouts, bet365 Partners is considered a premier choice in the iGaming affiliate space. The programme is led by bet365’s co-CEOs Denise Coates and John Coates, with day-to-day affiliate operations managed by a specialised team of marketing and account management professionals.
Detailed Review
History & Background
bet365 was founded in 2000 by Denise Coates in Stoke-on-Trent, UK, originally as an online sportsbook. The affiliate programme, initially branded as bet365 Affiliates, was launched around the same time to drive customer acquisition. In 2022, the programme was rebranded to bet365 Partners to signify a deeper, more strategic relationship with affiliates. Today, bet365 Partners promotes the full portfolio of bet365 products in over 20 languages across regulated markets including the UK, Europe, Latin America, Canada, Australia, and multiple US states.
Commission & Payment Models
- Revenue Share: Base rate of 30% for new partners, scaling up to 35% for high-volume affiliates. Lifetime commission on referred players. - CPA: Custom fixed payouts negotiated individually based on traffic quality and volume. - Hybrid: Combined CPA + RevShare deals available on request. - Payment Terms: Monthly payouts by the 25th, minimum threshold €100. Invoicing required. Payments via bank transfer (fiat only; no cryptocurrency).
Marketing Tools & Technology
bet365 Partners provides a fully proprietary affiliate platform featuring: - Real-time statistics dashboard - Campaign tracking with custom tracking codes and sub-IDs - API integrations for automated data retrieval - Automated compliance checks - Dynamic creative banners and text links - Dedicated account manager for each partner
Supported Traffic Sources
- SEO and organic content - PPC (with brand bidding restrictions) - Social media (compliance with platform policies) - Email marketing (opt-in lists) - Comparison and review sites - Editorial and news websites
Target Markets & Licensing
bet365 Partners operates in regulated jurisdictions only. Key target markets include the UK, Germany, Spain, Italy, Canada, Brazil, Peru, Australia, and 17 US states (e.g., New Jersey, Pennsylvania, Ohio, Colorado, Indiana). The programme adheres to strict regulatory requirements, including age verification, responsible gambling messaging, and local advertising laws. bet365 holds licences from the UK Gambling Commission, Malta Gaming Authority, and various US state regulators.
Reputation & Reliability
Industry sources consistently rate bet365 Partners as a top-tier programme due to the brand’s massive worldwide recognition, low player churn, and transparent reporting. The programme has been operational for over two decades, with many partners reporting 10+ year relationships. Payment reliability is high, though some third-party reviews (e.g., on igamingaffiliateprograms.com) note occasional delays or communication issues – these are the exception rather than the rule. The programme is not open to cryptocurrency payments or high-risk jurisdictions.
Key Products
Sports Betting
Comprehensive pre-match and In-Play betting covering 750+ concurrent live fixtures, 1.38 million events per year, and live streaming of 750,000+ events annually.
Online Casino
Thousands of slot titles, table games (blackjack, roulette, baccarat), and a live casino with real dealers.
Poker
Texas Hold'em, Omaha, and tournament play via bet365 Poker.
Bingo
75-ball, 90-ball, and themed bingo rooms with chat and jackpots.
Games
Instant-win games, scratch cards, and virtual sports.
In-Play Platform
Real-time betting and streaming functionality, a core differentiator for bet365.
Affiliate Platform (Proprietary)
Bespoke software for tracking, reporting, compliance, and API integration; the primary tool for partners.
bet365 Sportsbook
One of the world’s leading online sports betting platforms, known for extensive pre-match and in-play markets, competitive odds, and features like Bet Builder, Cash Out, and Edit My Bet.
bet365 In-Play & Live Streaming
Industry-leading live betting service with thousands of events streamed directly to users, covering soccer, tennis, basketball, and many other sports.
bet365 Casino
A comprehensive online casino featuring hundreds of slots, table games (roulette, blackjack, baccarat), and jackpot games from top providers like NetEnt, Microgaming, and Playtech.
bet365 Live Casino
A live dealer platform with real-time games streamed from professional studios, including Live Roulette, Live Blackjack, Live Baccarat, and game shows like Deal or No Deal.
bet365 Poker
A popular online poker room offering cash games, tournaments (including the annual bet365 Poker Series), and a soft player pool.
bet365 Bingo
90-ball, 80-ball, and 75-ball bingo rooms with chat features and daily promotions.
bet365 Games
A collection of instant-win and arcade-style games, including scratch cards, virtual sports, and non-traditional casino games.
Bet Builder
A proprietary tool that allows users to create custom multiple bets within a single match/event, such as 'Player A to score first, Total Corners over 10, Player B to be carded'. A key differentiator and high-conversion product for affiliates.
Sportsbook
Full-service sports betting covering 40+ sports, pre-match and in-play markets with competitive odds.
In-Play Betting
Industry-leading live betting platform with over 1.38 million in-play events per year and live streaming of 750,000+ events annually.
Casino
Online casino with hundreds of slots, table games, and live dealer games from top providers (NetEnt, Evolution Gaming, etc.).
Live Casino
Real-time dealer games including blackjack, roulette, baccarat, and poker variants.
bet365 Stream
Live streaming service for sports events, available to logged-in customers with a funded account or placed bet.
Offices & Headcount
150 employees (approx.)
Key Persons
- Denise Coates
Founder & Co-Chief Executive Officer (bet365 Group)
John CoatesCo-Chief Executive Officer (bet365 Group)