As California remains on the sidelines of legal online sports betting, sports fans in the state have a new way to engage with one of the industry’s biggest brands with bet365.
bet365 announced the launch of bet365 Fantasy Sports, a free-to-play mobile app that combines fantasy sports contests, collectible player cards and competitive gameplay. The platform is available to users 18 and older across the United States and Canada, excluding Washington state.
Californians still cannot access legal sports wagering such as bet365. However, they can participate in free-to-play fantasy products like the newly launched app.
New offering arrives without sports wagering
The launch highlights how gaming operators continue to build relationships with potential customers in California despite the absence of a regulated online sports wagering market.
bet365 Fantasy Sports allows users to collect athlete cards through daily pack openings, build fantasy lineups and compete against others based on real-world player statistics. Players can also earn coins, improve athlete ratings and climb division-based leaderboards.
The platform was developed through bet365’s partnership with sports gamification company LOW6. Trip Stoddard, head of business development at bet365, said in a release:
“We’re thrilled to introduce the launch of the bet365 Fantasy Sports app across North America ahead of the World Cup, a tournament deeply valued by our fanbase.
“Fantasy creates a fresh way for users to engage with the sports they love. By combining real player data with the excitement of collectible pack openings, we’ve created an experience that feels authentic, engaging, and unique while allowing bet365 to connect with our fans during one of the biggest moments in global sports.”
California remains industry’s biggest untapped market
The launch comes as sports wagering operators continue monitoring California, the nation’s largest potential market.
Voters rejected competing sports wagering initiatives in 2022, and major operators have since shifted their focus toward long-term discussions with tribal stakeholders rather than pursuing another ballot measure in the immediate future.
Without legal statewide online sports wagering, operators have sought other ways to maintain visibility among California sports fans through:
- Prediction markets
- Parimutuel betting
- Free-to-play games
- Fantasy contests
- Brand partnerships
The new fantasy platform gives bet365 an opportunity to connect with consumers even in states where its sports wagering platform is unavailable.
World Cup provides major opportunity
bet365 said the app launch is timed ahead of the 2026 FIFA World Cup. Games will be hosted in the United States, Canada and Mexico.
Several matches are scheduled to take place in California, including games at SoFi Stadium in Inglewood and Levi’s Stadium in Santa Clara.
The operator expects soccer to be a major driver of engagement on the platform. It remains the most-bet sport globally among its customers.
For California sports fans, bet365 Fantasy Sports offers a chance to participate in fantasy competitions tied to real-world player performances while the state’s sports wagering future remains unresolved.
