Better Collective to launch in Massachusetts after affiliate ban lifted

By Dan Kleiner


Better Collective has announced its intention to launch in the state of Massachusetts, coming after the state regulator agreed to overturn a ban on affiliates.

On 10 March, online sports betting will become legalised in the state. Ten sportsbooks have already received licences to operate web and mobile sports gambling.

The Denmark-based affiliate will launch with its Action Network and Vegas Insider brands, which the company say have already been receiving visitors from Massachusetts.

The legalisation will enable Better Collective to provide residents on the site with betting information on providers.

In its open meeting on 23 February, the Massachusetts Gaming Commission agreed to replace the existing language in its regulation. The language banned affiliates from the market by prohibiting cost per acquisition (CPA) and revenue share agreements.

Marc Pedersen, CEO of Better Collective US, believes that the decision from the regulator will provide a bright future for the company in the state.

“We are pleased to learn about the decision of the MGC to provisionally allow CPA and revenue share in Massachusetts,” said Pedersen. “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.”

Regulation change

The MGC also confirmed that they have been working on amendments to the regulations of both licensing for sports wagering vendors as well as sports wagering advertising.

These amendments are currently still in a period of consultation and will be voted on during an open meeting on 23 March 2023.

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