Bet365 launches in Peru to expand Latam presence
Online operator adds to existing footprint on the continent as it gets set to face off against local heroes and international brands such as Stake
Bet365 has launched its localised website and mobile app in Peru following the Latam market’s regulation earlier this year.
The Stoke-on-Trent-based giant has unveiled the www.bet365.pe website as well as apps for both Android and iOS operating systems.
Bet365 said Peruvian customers will have access to the company’s full range of betting markets across 96 sports and more than one million live streams.
The operator will also be deploying its bet365 Games product in Peru featuring various online and live casino products.
The business said its launch in Peru marked a “commitment to delivering a ‘Never Ordinary’ online sports betting experience continent-wide” in Latam.
‘Never Ordinary‘ is the group’s current brand tagline, with a fresh marketing strategy having been launched last year.
In neighbouring Brazil, bet365 was one of the 89 operators named by the government that will be allowed to continue to offer services until the market officially opens on 1 January 2025.
The launch in Peru comes after the government required initial licence applications to be made by March after a regulatory framework was laid out in October 2023.
Operators in Peru face a net profit tax of 12% while licences cost about £650,000.
Bet365 will face off against local heroes in the market including Apuesta Total, Betsson’s Inkabet brand and Timberazo, which is owned by Irish bookmaker BoyleSports.
Crypto-first operator Stake has also secured a licence in Peru as it looks to push ahead with plans to tackle regulated markets.
The expansion into Peru comes after Stake acquired Betfair Colombia from Flutter and launched a local site in the market.
A bet365 spokesperson said: “We are delighted to launch a dedicated bet365 website in Peru, the fourth largest country in the region, known for its vibrant culture and dynamic population.
“As well as our unrivalled sports betting experience, our customers in Peru can now enjoy a comprehensive range of offerings, including casino games, live casino action and poker.”
Earlier this month, bet365 revealed a new US headquarters based in Denver, Colorado, which will become home to more than 300 staff within the first year of operations.
The Denise Coates-led business is planning to create up to 1,000 jobs in the Centennial State, with around 50 staff based at the new hub at the time of writing.