Global betting giant bet365 has released its 2025 Annual Sports Betting Report, highlighting significant growth in women’s sports, the rising popularity of player-focused prop betting, and expanding market activity across regulated regions.  
  
Betting on women’s sports saw remarkable growth, with WNBA wagers increasing 67% globally. The surge was attributed to emerging stars, expanded media coverage, and growing interest in women’s college basketball.  

The demand for personalized betting experiences also continues to grow, with bettors focusing on individual player performances. Athletes such as Nikola Jokic in the NBA and Saquon Barkley in the NFL were among the most popular names in player prop markets.  

The Kansas City Chiefs led NFL betting activity, bolstered by their on-field dominance and media coverage of star tight end Travis Kelce.  

Similarly, the Boston Celtics topped NBA wagers, with the Oklahoma City Thunder following closely. Bettors leaned heavily toward markets emphasizing individual performances, indicating a shift toward more detailed analysis in sports betting.  

As for the operator’s strategic plans in the year, Bet365 continued its global expansion in 2024, entering Pennsylvania and Peru and awaiting regulatory approval to launch operations in Brazil.  

The company also formed strategic partnerships with Inspired and Playtech in Pennsylvania and Betmakers for fixed-odds horse racing in New Jersey and Colorado.  

To enhance the user experience, bet365 introduced features like early payouts and flash betting options, which the operator says were praised for improving engagement.

Betting activity has increased across regulated markets in North America, Latin America, and Europe, driven by technological advancements and bet365’s continued investments in customer-centric features, the company concluded.