BetGames agrees distribution with bet365 to launch live tables in the UK

BetGames has signed a distribution agreement with bet365 to introduce a selection of its live casino titles into the operator’s offering in the United Kingdom from 2026. The initial rollout will focus on BetGames’ live roulette tables, both companies said, and the deal is part of the supplier’s commercial strategy to accelerate growth in regulated markets in 2026, with particular emphasis on the UK.

Agreement and scope: bet365 will integrate BetGames content in the United Kingdom

The deal gives BetGames access to bet365’s UK customer base and foresees a progressive onboarding of titles. bet365 will first deploy the supplier’s live roulette tables; the company said more titles will be added in the coming months as integration progresses.

The transaction is purely commercial: BetGames supplies its live games catalogue and bet365 handles integration into its UK customer offering, operating under the licences and conditions that govern the operator’s activity in that market.

Official statements on the alliance

“This deal marks a major milestone in the BetGames journey. bet365 is a household name in the global gaming industry, and the partnership will significantly enhance our brand's visibility in the UK,” said Denis Siz, Account Team Manager at BetGames. “We are confident that our content will resonate with bet365’s players, and we look forward to expanding the rollout with additional titles over the coming months.”

A bet365 spokesperson added:

“We strive to deliver bet365 customers the best possible iGaming experience by integrating high-quality content from the industry's leading suppliers. BetGames has developed an extensive lineup of premium games over the years, which we have no doubt will offer bet365 players something fresh and unique.”

The quotes underline the mutual objective of brand visibility for BetGames and catalogue renewal for bet365.

Which titles and what each party expects — focus on live roulette tables

The initial phase prioritises the live roulette tables: BetGames will provide those lobbies and its technical experience, while bet365 will manage the user experience and distribution to its UK customer base. Both parties said the selection will expand with new titles in the coming months without giving a precise timetable.

The agreement seeks to capitalise on two simultaneous effects:

• access for BetGames to a large, established audience in the United Kingdom;

• an update to bet365’s live betting content, offering complementary products to its existing catalogue.

BetGames’ 2026 strategy and the regulated market

BetGames describes the agreement as part of its strategy to accelerate growth in regulated markets in 2026, keeping the United Kingdom as a priority focus. The company positions collaborations with tier-one operators as a route to raise brand visibility and increase distribution of its catalogue in licensed environments.

The inclusion in bet365’s offering fits that plan by providing BetGames with a direct channel to players with already verified accounts and active balances on the operator’s platform.

Implications for operators and suppliers in the United Kingdom market

For operators, the deal is an example of how specialist live-game suppliers integrate into the commercial product of large bookmakers. For suppliers, it confirms that partnerships with established operators remain a primary route to expansion in regulated markets. Relevant teams will need to coordinate on technical integration, regulatory compliance and rollout timing; for operators this is a practical case study for [casino](/casino) content strategy.

The commercial and technical teams of BetGames and bet365 will need to coordinate technical integration, regulatory compliance and deployment scheduling. Practical execution will cover low-latency streaming connectivity, compliance with United Kingdom market requirements and tailoring the experience to bet365’s own catalogue.

What remains to be seen

The official release did not provide concrete launch dates by title or exact timelines to add the rest of the catalogue. BetGames and bet365 said additional titles are planned “over the coming months”, but did not specify the pace or the names of the games that will follow the live roulette tables.

For suppliers and operators monitoring catalogue moves and commercial alliances, the agreement serves as a reference for how live-casino studios can scale distribution in regulated markets via partnerships with large-scale operators.