In the world of online gambling, few names carry as much weight as Bet365. Founded in a portable cabin in 2000, the company has grown into one of the largest gambling operators on the planet, with over 35 million customers worldwide. But its Australian story is unique – a tale of regulatory arbitrage, aggressive marketing, and a celebrity face that became instantly recognizable.
This is the story of Bet365 in Australia.
Company Overview – Who Owns Bet365 Australia?
Bet365 Australia is operated by Hillside (Australia New Media) Pty Limited, a wholly-owned subsidiary of the UK-based Bet365 Group Limited. The company is ultimately owned by the Coates family, one of Britain’s wealthiest dynasties.
Key facts about the ownership structure:
| Detail | Information |
|---|---|
| Registered company name | Hillside (Australia New Media) Pty Limited |
| Trading name | Bet365 |
| Parent company | Bet365 Group Limited (UK) |
| Ultimate owner | Coates family |
| CEO (Australia) | Anthony Moran |
| Employees in Australia | 500+ |
| Australian headquarters | Darwin, Northern Territory |
The Coates Family:
The driving force behind Bet365 is Denise Coates, who founded the company in 2000 and remains the majority shareholder with 50.1% of shares. She is frequently cited as the highest-paid executive in the United Kingdom, having paid herself over £200 million annually in recent years.
Her brother John Coates serves as Joint Chief Executive, while her father Peter Coates – a former coal miner and long-time chairman of Stoke City Football Club – holds the position of Chairman.
Official website: https://www.bet365.com.au/
The Darwin Connection – Why Bet365 Chose the Northern Territory
Bet365’s Australian operations are based in Darwin, Northern Territory, a location choice that is anything but coincidental.
The Northern Territory Advantage:
The Northern Territory has become Australia’s de facto capital for online betting regulation. It licenses over 40 online bookmakers, including Bet365, Sportsbet, and Ladbrokes. The reasons are straightforward:
- Lower tax rates – Operators pay minimal tax compared to other states
- Streamlined licensing – The Northern Territory Racing and Wagering Commission (NTRWC) has a reputation for being “business-friendly”
- Regulatory stability – Long-term licensing agreements provide certainty for operators
Bet365’s License:
Bet365 was granted a bookmaking license to operate in Australia in February 2011 and began taking bets from customers the following year. The company is licensed and regulated by the Northern Territory Racing and Wagering Commission (NTRWC).
“We are unashamedly the racing and gambling jurisdiction and are open for business.”
— Phil Timney, former executive director of Licensing NT, speaking about the NT’s approach to online betting regulation
Regulatory Scrutiny:
However, the NT’s regulatory approach has attracted significant criticism. The NTRWC meets only once a month, has no full-time staff, and has never cancelled or suspended a bookmaker’s license due to disciplinary action. Critics have described it as “a chocolate teapot” – useless for its intended purpose.
Consumer advocate Lauren Levin contrasted the NT regulator with international counterparts:
*”How do you run a regulator for the country that’s got the highest per capita gambling losses in the world without full-time staff? If you compare it to, say, the UK Gambling Commission, they’ve got over 300 staff and have really big investigative teams.”*
Financial Performance – Revenue and Market Position
Bet365 Australia has grown significantly since its launch in 2012, though profitability has been a challenge.
Revenue and Financial Data (2025):
| Metric | Value |
|---|---|
| Total revenue | $292,645,000 |
| Employees | 500 |
| Industry | Horse and Sports Betting |
Market Position:
According to Similarweb data for February 2026, Bet365 ranks as the 4th most visited sports betting website in Australia by traffic volume.
| Rank | Website | Traffic Position |
|---|---|---|
| 1 | sportsbet.com.au | Market leader |
| 2 | tab.com.au | Second |
| 3 | ouraidream.com | Third |
| 4 | bet365.com.au | Fourth |
| 5 | ladbrokes.com.au | Fifth |
Early Years (2014 Financial Results):
In its first full year of trading, Bet365 Australia reported:
| Metric | 2012/13 | 2013/14 | Change |
|---|---|---|---|
| Revenue | $7.7 million | $29.1 million | +278% |
| Amounts wagered | $633 million | $1.475 billion | +133% |
| Active sports betting users | 40,000 | 73,000 | +83% |
| Net loss | $36.2 million | $40.8 million | +13% |
Despite the losses, Bet365 expressed confidence in the Australian market:
“The directors remain confident of improving the future financial performance of the company and are committed to maintaining the present level of operations to support that aim.”
Products and Services – What Bet365 Australia Offers
Bet365 offers a comprehensive range of betting products to Australian customers.
Sports Betting:
Bet365’s core offering is sports betting, covering a wide range of sports including:
| Category | Examples |
|---|---|
| Racing | Horse racing, greyhounds, harness racing |
| Major sports | Soccer, basketball, baseball, ice hockey |
| Niche sports | Gaelic sports, snooker, speedway, lacrosse, squash, water polo |
| Other | Politics, novelty betting |
Key Features:
| Feature | Description |
|---|---|
| In-play betting | Live betting on events as they happen |
| Live streaming | Over 20,000 live sporting events annually |
| Cash out | Early settlement of bets before event completion |
| Bet Builder | Create custom multi-bets on single events |
| Mobile app | Available on iOS and Android |
Product Range:
Beyond sports betting, Bet365 Australia offers:
- Casino games
- Poker
- Bingo
Responsible Gambling Tools:
Bet365 provides several responsible gambling features:
- Deposit limits
- Time-out periods
- Self-exclusion (including BetStop integration)
- Reality checks
Marketing and Brand Presence – The Samuel L. Jackson Era
Perhaps the most recognizable aspect of Bet365’s Australian presence is its advertising campaign featuring Hollywood actor Samuel L. Jackson.
The campaign, which began around 2013, featured Jackson delivering deadpan monologues about betting while the distinctive Bet365 green logo flashed across screens. It was a bold move – and it worked.
Why Samuel L. Jackson?
The casting was strategic. Jackson’s voice is authoritative, memorable, and carries cultural weight. His presence signaled that Bet365 was a serious, global brand – not just another online bookmaker.
The campaign coincided with a period of heavy investment in the Australian market. In 2014, Bet365 reported spending $17.3 million on advertising in a single year. This investment paid off, with active users growing 83% year-over-year.
Sponsorships:
Bet365 is also heavily involved in sports sponsorship. The company has a long-standing relationship with Stoke City Football Club, a Championship club in England, where it is the shirt sponsor and stadium naming rights holder (bet365 Stadium).
Controversies and Regulatory Challenges
Like many large gambling operators, Bet365 has faced its share of controversies in Australia.
Misleading Advertising (2016):
In 2016, Bet365 was fined A$2.75 million by the Australian Competition & Consumer Commission (ACCC) for misleading advertisements. The ads promised “free bets” to customers, but the ACCC found the offers were misleading because customers had to deposit their own money first.
Refusal to Pay Complaints:
Bet365 has faced multiple complaints about refusing to pay winning customers. Cases have been reported in both Australia and the UK, with customers taking legal action to recover winnings.
Anti-Money Laundering Investigation (2024):
In March 2024, Australia’s financial crime agency, AUSTRAC, initiated an investigation into Bet365 for potential non-compliance with anti-money laundering and counter-terrorism financing laws. The investigation followed an ordered external audit in 2022. As of 2026, the investigation remains ongoing.
Regulatory Environment:
The NT regulator has been criticized for its close relationship with the industry it oversees. A Four Corners investigation revealed that NTRWC commissioners have owned racehorses and accepted hospitality from bookmakers. The commission has also been criticized for lengthy delays in investigating complaints – with some taking up to four years to resolve.
Key Personnel
Anthony Moran – Chief Executive Officer (Australia)
Mr Moran has been with Bet365 Australia for several years and currently serves as CEO. He oversees the company’s Australian operations, regulatory compliance, and strategic direction.
Denise Coates – Founder and Group CEO
Denise Coates CBE is the founder and controlling shareholder of Bet365. She developed the company’s proprietary sports betting platform and launched the business online in March 2001. She received a CBE in the 2012 Queen’s New Year Honours for services to community and business.
John Coates – Joint Chief Executive
John Coates runs the business alongside his sister Denise. The Coates siblings have worked together to build Bet365 into a global powerhouse.
Peter Coates – Chairman
Peter Coates, father of Denise and John, serves as Chairman. He founded the family’s betting shop business in 1974 and is also the long-time chairman of Stoke City Football Club.
| Category | Detail |
|---|---|
| Legal Name | Hillside (Australia New Media) Pty Limited[citation:1] |
| Trading Name | Bet365[citation:1] |
| Founded (Australia) | 2011 (license granted)[citation:5] |
| Australian HQ | Darwin, Northern Territory[citation:6] |
| Licensing Body | Northern Territory Racing and Wagering Commission[citation:3] |
| CEO (Australia) | Anthony Moran[citation:1] |
| Employees (Australia) | 500+[citation:1] |
| Revenue (2025) | $292.6 million[citation:1] |
Final Note
Bet365 Australia has established itself as a major player in the country’s online betting market, ranking fourth among sports betting websites by traffic. From its Darwin headquarters, the company operates under a Northern Territory license, serving hundreds of thousands of Australian customers.
However, the company’s journey has not been without controversy. Regulatory scrutiny, fines for misleading advertising, and an ongoing AUSTRAC investigation highlight the challenges facing offshore-owned betting operators in the Australian market.
As the federal government considers gambling advertising reforms and a potential national regulator, Bet365’s position in the Australian market may face new challenges in the coming years.
Official resources:
- Bet365 Australia: https://www.bet365.com.au/
- Bet365 Group: https://www.bet365.com/
- Northern Territory Racing Commission: https://nt.gov.au/industry/racing-gaming-licensing