Better Collective cracks Massachusetts ahead of market launch

In a major milestone for its US expansion plans, Better Collective has confirmed that it has been greenlit to enter Massachusetts, securing first mover advantage in the state. 

The firm will be able to roll out its services for licensed operators after the Massachusetts Gaming Commission (MGC) allowed for third parties to be compensated on a CPA or revenue sharing basis, overruling its previous decision against this practice.

A regulated betting market is due to open in the New England state on 10 March, with 10 online operators set to commence business in a sector Better Collective has earmarked as being of high potential.

Marc Pedersen, CEO of Better Collective US, said: “We are pleased to learn about the decision of the MGC to provisionally allow CPA and revenue share in Massachusetts. 

“For us as a group, we are excited to be able to help guide and educate the large sports fan base in Massachusetts into their first online sports betting experiences. 

“The state has a very successful sports history, and we are confident the future with sports betting will be equally as successful.”

The Denmark-based betting media company has also outlined a ‘mutual commitment’ shared with the MGC to safer gaming, player education and consumer protection.

Better Collective also added that the state regulator has recognised the ‘important role’ of performance-based marketing media in a regulated sports wagering ecosystem.

The group is anticipating strong returns from Massachusetts, having already built up a following via its ActionNetwork and VegasInsider websites, with said users permitted to use information from these sites for betting from 10 March onwards.

Additionally, the ‘strong sports legacy’ of the state has also fueled Better Collective’s confidence, with the area home to prominent teams – the NFL’s New England Patriots, MLB’s Boston Red Sox, NBA’s Boston Celtics and NHL’s Boston Bruins.

The launch builds on strong momentum for Better Collective across the US, with the firm’s last earnings call showing that its US media unit had achieved a headline target of $101m in revenue, benefited heavily by the 2021 acquisition of the aforementioned Action Network.