bet365 has expanded its US iGaming footprint after launching dedicated live casino studios in Pennsylvania and New Jersey through its long-standing partnership with Playtech. This is the operator’s first purpose-built live dealer studio offering in the United States and represents a significant investment in branded content within two of the country’s most established regulated markets.
The studios are fully branded and operated exclusively for bet365, giving the company greater control over the look, feel, and delivery of its live casino offering as competition continues to intensify across the US iGaming landscape.
Designed with Local Players in Mind
Across both studios, players now have access to a total of 10 live dealer tables featuring roulette, blackjack, and baccarat. Each table is delivered through Playtech’s large-scale live casino platform and configured to meet the regulatory and technical requirements specific to Pennsylvania and New Jersey.
By deploying dedicated studios rather than shared environments, bet365 can offer a more consistent and tailored live casino experience. The approach also allows for closer alignment with the operator’s broader online casino and sportsbook ecosystem, reinforcing brand identity across multiple verticals.
The launch is bet365’s ongoing effort to build sustainable scale in North America by investing in proprietary infrastructure and differentiated content. Live casino continues to be a key driver of engagement and retention in mature iGaming markets, with branded studios increasingly viewed as a way to deepen player loyalty and extend session times.
For Playtech, the partnership further strengthens its presence in the US. It has already made a name for itself as it continues to focus on providing customizable, compliant live casino solutions that can adapt to the needs of individual operators and regulators.
Making the Most of Partnership Momentum
Marat Koss, Playtech’s chief interactive gaming officer, said the new studios demonstrate the ongoing success of the partnership and its ability to deliver engaging, market-specific content. He noted that the gameplay offered through the studios is designed to resonate with US audiences and builds on a track record of collaboration across multiple regulated jurisdictions.
Thomas Griffiths, chief executive officer and head of gaming at bet365, further affirmed that the launch supports the company’s ambition to deliver distinctive and high-quality gaming experiences in key US states. He sees expanding live casino capacity in Pennsylvania and New Jersey as an important step in strengthening bet365’s market position and pursuing further growth milestones.
Generally, though, as regulated US iGaming markets continue to mature, investment in dedicated live casino infrastructure will only continue accelerating. The new studios are just the tip of the iceberg when it comes to how operators and suppliers are increasingly prioritizing branded, locally compliant live content as a pathway for long-term growth in North America.
