Better Collective has shared its delight that it will be able to enter the sports betting market in Massachusetts after the state gaming commission temporarily reversed a ban on third-party affiliate marketing.
Yesterday, the MGC waived its previous decision to ban the CPA or Rev Share models of affiliate marketing, effectively banning the big affiliates from the state. Better Collective has welcomed the regulator’s decision and is now making final preparations to launch in time for Mar 10.
Commissioners voted to allow a waiver until April 14 on the ban of CPA and rev-share models, with the view of revisiting after that date.
The Swedish firm also welcomed the MGC’s recognition of the importance of affiliates in the marketing of legal and regulated sports betting and the role it plays in the wider ecosystem.
The affiliate, which recently posted strong numbers in the US for 2022, has outlined its excitement for the online sports betting market in Massachusetts, citing the state’s strong history with sports with it being home to the Boston Bruins, New England Patriots, and Boston Red Socks.
Ten operators are licensed to accept and process wagers from Mar 10 but as of yet, only seven have declared that they will launch on Day One, with PointsBet pulling out of the Bay State altogether.
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.”