Operator bet365 officially announces its entry into the Serbian market, allowing players from the country to access its sports betting and online casino platforms for the first time.

Following this latest announcement, the operator further expands in Eastern Europe and introduces its products to the Serbian market through a new local website.

Regarding this new development, a bet365 spokesperson commented: "We are thrilled to launch a dedicated bet365 website in Serbia, a country known for its sports heroes and passionate fans. In addition to our unmatched sports betting experience, our customers in Serbia can now enjoy a comprehensive service, including slot games, live games, esports, and virtual betting."

Indeed, bet365 has expanded its sports betting and iGaming products to Serbia—following the company's recent announcement of its entry into the Peruvian market in October 2024. Prior to this, the company also announced a new partnership with EGT Digital in the neighboring Bulgarian market, as part of its recently launched European expansion strategy.

However, recently, bet365 announced its financial results for the fiscal year 2024—totaling £3.72 billion (US$4.81 billion). Additionally, this week, the operator announced its "No Runner No Bet" plan for the 2025 Cheltenham Festival.

Worth noting: In November, the Serbian Green Party—Green Left Front—called for a complete ban on gambling advertising in the country.

Since the comprehensive regulation of its gambling market in 2011, Serbia has become an increasingly attractive option in the European region—with companies like Hacksaw Gaming, RubyPlay, and Imagine Live set to enter the Serbian market in 2024.