Bet365 has been named the UK’s best casino app in Eilers & Krejcik Gaming’s 1H26 Product Analysis testing. The assessment tested, scored and ranked UK casino apps, and recognised bet365 for user experience, the breadth of its gaming portfolio and product innovation.
The result placed particular emphasis on an app offering slots, live-dealer tables and exclusive titles, alongside navigation described as seamless. Bet365 said it had refreshed its casino proposition with greater choice and more intuitive navigation options. iGamingBusiness reported that the company’s “We Know Betting” positioning is reflected in the app’s architecture, safety features and tailored gameplay.
Alex Sefton, bet365’s global chief marketing officer, called the recognition “a tremendous honour” and a testament to the work of its teams. He said the award was backed by the company’s industry expertise and understanding of what makes a strong gaming experience, adding that it was “just the start” of its effort to demonstrate the new brand positioning.
“We Know Betting” succeeded bet365’s earlier “Never Ordinary” platform. The company launched the global campaign with its “Reasons” television advert ahead of Arsenal’s match against Coventry during the return of the Premier League season, presenting the platform as a celebration of more than 25 years in digital betting.
Separately, bet365 has expanded its casino product with Jackpot365, an in-house optional progressive-jackpot game launched in December 2025. It can be played alongside eligible casino games and sports bets, without affecting the outcome of the underlying wager or game.
By July 1, bet365 said Jackpot365 had awarded £50 million in prizes. Its sports version offers four progressive jackpots and produces hundreds of jackpot wins daily; a London customer won more than £1.3 million after opting into a 10p Jackpot365 stake while playing “Ballin’” on bet365 Casino.
Jackpot365 later became available to sports bettors in the UK, the Netherlands, Sweden, Ontario, Brazil and selected bet365.com territories.
