Bet365 has officially entered the Serbian betting market, marking another step in its ongoing expansion across Eastern Europe. As of March 6, Serbian bettors now have access to Bet365’s sportsbook and online casino offerings.
The launch of a dedicated Serbian platform follows Bet365’s expansion into Bulgaria and its entry into Peru in late 2024. The move positions the company among a growing number of international operators eyeing Serbia as an attractive market, following regulatory changes in the country since 2011.
A Bet365 spokesperson commented on the company’s arrival in Serbia. “We are delighted to launch a dedicated Bet365 website in Serbia, a country renowned for its sporting heroes and passionate fans,” the spokesperson said.
“As well as our unrivaled sports betting experience, our customers in Serbia can now enjoy a comprehensive range of offerings, including slot games, live games, esports, and virtual betting.”
The Serbian platform will feature Bet365’s proprietary In-Play product, which includes betting coverage of over 96 sports and access to more than one million live-streamed events.
Serbia’s gambling market has seen growth in recent years. A recent study projects revenue in the sector to reach approximately £407.27 million ($526.89 million) in 2025, highlighting the increasing popularity of sports betting and online gaming. However, the industry’s growth has also raised regulatory concerns, particularly regarding underage gambling.
A 2023 report by Public Health Serbia found that 30% of individuals aged 15-19 had engaged in gambling, making Serbia one of the most affected nations by youth gambling in the Balkan region. In response, the government has introduced stricter licensing and regulatory measures.
At the start of 2024, local municipalities and districts across Serbia were directed to enforce updated laws on gambling venues. Authorities in 190 municipalities and 29 districts were tasked with reviewing licenses and ensuring that customer protection measures were being properly implemented.
Additionally, new financial regulations require sports betting franchises to pay a 15% base fee on wagering, with a minimum charge of €1,000 ($1,298) per registered betting shop.
Original article: https://www.yogonet.com/international/news/2025/03/12/97847-bet365-expands-into-serbia-with-localized-betting-platform
