bet365 has opened its new U.S. headquarters in Denver, according to a Monday morning announcement by Gov. Jared Polis and the Global Business Development Division of the Colorado Office of Economic Development and International Trade.

The U.K.-based company, which doesn’t capitalize the first letter in its name, is focusing on growing brand awareness within the U.S. and will seek to hire nearly 1,000 employees, according to the news release. They said they anticipate hiring more than 300 employees within the first year.

“Unveiling our U.S. headquarters in beautiful downtown Denver represents a watershed moment in bet365’s North American journey,” a bet365 spokesperson said. “The Mile High City and its thriving business community is the ideal location to launch the next chapter in our company’s future, and we’re excited to create an industry-leading, innovative workplace in our new home.”

Positions at the new headquarters will include customer service operations, trading, software development, technology, marketing, legal, finance, facilities, human resources and recruitment.

Based on the announcement, the Colorado Economic Development Commission approved over $14 million in a performance-based Job Growth Incentive Tax Credits for the company over an eight-year period. These incentives are contingent upon bet365, referred to as Project Forge throughout the OEDIT review process, meeting job creation and salary requirements.

“We are thrilled to welcome bet365 and nearly 1,000 jobs to Colorado and congratulate them on the grand opening of their new U.S. headquarters here,” Polis said.