bet365: Asset Management as a Growth Engine

Company Overview

bet365, the world’s leading online gaming company, operates in a complex, highly regulated, and incredibly competitive market. The company has achieved remarkable growth, not only by expanding into new markets but also by deepening engagement within existing ones. 

By continuously innovating and delivering fresh, engaging content, bet365 keeps customers returning, fostering loyalty in a saturated market. This dual approach of market expansion and customer retention through innovation is central to their growth strategy. Underpinning this success is their sophisticated integration of asset and service management, allowing them to move quickly and safely into new territories without compromising on performance or compliance.

Business Challenge

bet365 operates in a tightly regulated and highly demanding sector. Every new market brings its own set of rules — from gambling and gaming regulations to local tax requirements and strict data protection standards like the Payment Card Industry Data Security Standard. Meeting these expectations adds complexity and risk. To handle this, bet365 needs a solid operational foundation that balances control, speed, and compliance — without slowing growth or compromising the customer experience. 

To maintain their rapid pace of expansion while ensuring control, bet365 established a robust operational foundation. This foundation was carefully designed to support fast deployments, protect gaming licence integrity, and deliver consistent experiences at scale. It was a deliberate effort to create structural clarity and confidence across diverse markets. 

Strategic Response: Asset Management as a Growth Enabler

bet365 placed asset management at the heart of its service strategy — investing in a comprehensive and accurate view of its technology estate across both backend infrastructure and end-user environments. This gave the business a deep understanding of what it owns, how it operates, and where changes are needed. With that clarity, bet365 can now deploy services in new markets — including the United States and South America — with full visibility and control.

Operational Execution

Since 2014, Fusion GBS has supported bet365 in shaping a technology foundation built around clear asset visibility and governance across the full scope of IT Service Management (ITSM), and more recently, to leverage that value across the broader business through Enterprise Service Management (ESM) capabilities. Working together, we’ve helped establish a single, accurate view of assets across infrastructure and end-user environments  — covering everything from cloud and on-premise systems to laptops, mobile devices, and software. This foundation reflects a broader journey of service management maturity — with asset management excellence, automation, self-service,, and the early use of Fusion’s AI Talos playing an instrumental role in shaping the right foundations. 

With this clarity, bet365 can deploy services into new regions using internal teams or local partners, without rework or delays. Systems are consistent. Compliance checks are built in. And the business can adapt to state-level or national requirements as soon as they enter a new market. 

What this Enables 

This foundation has enabled bet365 to expand its footprint without delay, ensure compliance with market-specific regulations, and manage risk across hybrid environments. It has also created the conditions for faster change, giving internal teams and partners the tools they need to deliver securely and at pace. 

Key Enablers and Outcomes

1. Expansion Readiness: With a clear asset baseline that encompasses the entirety of their estate, bet365 can scale fast. This includes end-user devices such as laptops, monitors, and cameras and the business continues to bring new data centres, end-users in new locations, and services online in a controlled, repeatable way. Brazil, now its largest market, and multiple U.S. states have been onboarded efficiently.
2. Regulatory Compliance: Asset governance supports market-specific controls. bet365 can track, report, and demonstrate compliance — helping protect its licence position and move confidently into regulated environments.
3. Self-Service at Scale: Built on this foundation is the Service Hub — a central point for
   end -users to access support, request services, and resolve issues. Around 75% of all employee interactions are now handled via chat, with self-service consistently used to log requests and manage joiner-mover-leaver (JML) processes. The move from phone to digital channels has improved speed, visibility, and efficiency.
4. Ongoing Improvement: bet365 continues to build on this model, using structured reviews and operational data to identify gaps and refine services. With a strong platform in place, the business is ready to adapt to new challenges and extend its capabilities further.

Ready for What's Next

bet365 has built a strong, reliable platform that supports both growth and day-to-day performance. Their use of data, clear service design, and steady operational improvements — developed in partnership with Fusion GBS — means they can move into new markets with confidence and deliver consistent, high-quality experiences. The foundations are in place to keep building, adapting, and improving as the business grows.