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Better Collective is ready to launch in the state of Massachusetts

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Better Collective is ready to launch its award-winning sports media brands in the state of Massachusetts, as the state regulates online sports betting on March 10. With a population of seven million and a strong sports legacy, Massachusetts holds the potential to become one of the biggest sports betting markets in the US.

Regulatory Release no. 09/2023

As of March 10, legal online sport betting will be available for sport fans in the state of Massachusetts.

Better Collective is excited to enter Massachusetts and acknowledges the mutual commitment it shares with the Massachusetts Gaming Committee (“MGC”) to safer gaming, player education and consumer protection. Better Collective welcomes the decision by the MGC to waive its prior prohibition and provisionally allow for third parties to be compensated on a CPA or revenue sharing basis. Further, Better Collective applauds MGC for its recognition of the important role that performance based marketing media plays in the regulated sports wagering ecosystem.

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Ten sportsbooks are approved to accept and process mobile sports betting. Having this many sportsbooks is a great opportunity for Better Collective, because Massachusetts holds the potential to become one of the biggest sports betting markets in the US, as the state has a strong sports legacy with its local teams; Boston Bruins, New England Patriots and Boston Red Socks.

Even though Better Collective’s sports media, especially www.ActionNetwork.com and www.VegasInsider.com, already have thousands of visitors every month from Massachusetts, it has not been possible for the visitors to use the information for betting. This changes now.

Marc Pedersen, CEO of Better Collective US, says: “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”.

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Action Network

Better Collective enters into commercial partnership with The New York Post

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The world leading sports betting media group, Better Collective, signs an agreement with the New York Post to deliver innovative technology and commercial content for online sports betting through its proprietary sports betting platform, Action Network.

Better Collective, the world’s leading sports betting media group, is joining forces with the New York Post to bring the best in commercial sports betting content to the publication’s readership of more than 92 million unique users. More than 11 million unique users come from New York state, which recently regulated online betting. The agreement is for the delivery of content, data, and statistics for the betting section of the New York Post.

The commercial partnership includes Better Collective delivering its innovative technology and content for sports betting to educate and empower the US audience of online bettors and help them navigate in a market that is growing fast as more and more federal states open for regulated online betting and iGaming. The US market is already a key market for Better Collective with established sports betting brands including the most recent acquisition of leading US sports media platform, Action Network, in 2021. In the recently opened New York state,  Better Collective is off to a great start with the current five operators that have started operations and the expected entry of an additional four operators as soon as  they meet the regulatory requirements. This underlines Better Collective’s strong position in the US mobile sport betting market, which is now further strengthened by the media partnership.

The US sports betting market is, according to Vixio, expected to grow from a Gross Gaming Revenue (GGR) of ~$2.5bn in 2021 to ~$5.8bn by 2023. By 2030 the market is expected to exceed $40bn GGR. By 2022, Better Collective expects that its revenue from the US will exceed 100 mUSD. With the continued regulation of states and addition of new operators, the growth is expected to continue for years to come.

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The commercial relationship provides Better Collective and Action Network with an additional marketing channel to operate, market and manage customer contacts to the betting operators within the US. Better Collective entered the first media partnerships in 2019 and has refined the concept to reach breakthroughs in performance as well as the addition of three new partnerships last year.

The details of the financial terms remain undisclosed. Better Collective will be responsible for the monetization of the joint business, and will hold and own accounts with the betting operators.

Marc Pedersen, CEO Better Collective US said:

“We believe that educating bettors and iGamers by providing them with relevant information, data and statistics will enhance their betting experience. The partnership with the New York Post is the biggest media partnership agreement to date for Better Collective. It will allow us to reach a very large number of potential users and we are excited to partner with the New York Post to provide betting and iGaming information to a growing audience.”

Patrick Keane, CEO of Action Network said:

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“The New York mobile launch was the biggest weekend in Action Network history. We look forward to providing our unique sports betting insights, data and content to the New York Post readers as they decide on placing wagers with sportsbooks.”

Brad Elders, COO of the New York Post, said:

“We are looking forward to bringing better sports betting content and utility to the best sports fans to continue our commitment to deliver unrivaled sports coverage.  Better Collective’s innovative tools and informative content will provide our fans with the best resources to navigate sports betting with ease.”

The partnership agreement is expected to be operational from January 21, 2022. The financial impact will be included in the financial targets for 2022 that will be published in connection with the company’s Full Year Report for 2021.

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