In Britain, the Betfred Group has 20 percent of the market through its 1,500 retail betting shops and mobile sportsbooks. Betfred also runs mobile and online wagering operations in Spain. In 2019, Betfred created Betfred USA to extend its business across the pond.
Since then, Betfred has established a presence in Colorado, Iowa, and Pennsylvania, and deals pending with tribal casinos in Washington and Louisiana when those states legalize sports betting. Indeed, in 12 months, Betfred could be in 10 states.
Those states include Nevada. Betfred has submitted a license to state gaming regulators for a retail sportsbook inside Mohegan Sun Casino Las Vegas, a venue already built. The company will use the 1,250 square foot sportsbook as a showroom, a calling card of sorts until it receives a license, according to CDC Gaming Reports.
“The location shows what we offer for a retail setting inside a casino,” Betfred’s U.S. development head Stephen Crystal said. “And everyone wants to come to Las Vegas.”
The pace of development in the U.S. is of no concern to Betfred.
“Being privately owned, we can do things in a much quicker fashion,” said Crystal, who is pitching tribal operators in California and Arizona in case those states approve sports betting. “Everywhere I go, I’m competing with something like three dozen companies. We like our strategy.”
Betfred’s initial foray involved partnering with Grand Falls Casino and Golf in Iowa, Saratoga Casino in Colorado and Wind Creek Bethlehem in Pennsylvania.
“We started in the second wave, but we’re focused,” Crystal said. The company’s U.S. headquarters in Las Vegas has 65 employees.
The Las Vegas sportsbook will feature luxury seating, a video wall, over-the-counter wagering, and self-serve kiosks.
“Betfred wanted to enter the marketplace and we gave them a showcase location,” said Mohegan Sun Las Vegas General Manager Joe Hasson. “We will illuminate the book and show all the games. In the meantime, we’ll have staff on hand to answer questions and Betfred will be able to showcase the brand.”
