Sportsbooks, Affiliates Can Strike Agreements During Waiver Period

Sportsbooks, Affiliates Can Strike Agreements During Waiver Period
Fact Checked by Pat McLoone

The Massachusetts Gaming Commission (MGC) voted in favor of two waivers Thursday afternoon that will allow third-party affiliates and Massachusetts sportsbooks to enter into marketing agreements based on a “Cost Per Acquisition” and/or revenue-sharing model.

Both are prohibited currently via regulation. The waivers run through April 14, when the regulation prohibiting the wide-spread practices will either sunset, go into permanent effect, or be revised.

The CPA waiver was passed by a 5-0 vote and the revenue-sharing was approved 4-1, with Commissioner Eileen O'Brien opposing.

The MGC also passed regulations defining “Revenue-Sharing Advertiser” and the level of licensure that must eventually be met. Earlier this week, the Commission already approved multiple regulations necessary for the launch of mobile betting.

During the two-hour public hearing, as the five-member panel went back and forth with ideas and suggested changes to the two proposed regulations, Commissioner Jordan Maynard had a warning to the operators and affiliates that will be doing business in the state.

“Don't take advantage of people,” he said. “Educate the consumers. Do what you said you are going to do. We can always revisit these issues at a later date.”

The lengthy meeting was concluded with a little more than a week until mobile Massachusetts sports betting apps can launch in the state on Friday, March 10.

Setting the Table for Mobile Launch

The seven mobile providers set to launch are:

Three other operators also have been approved but are set to launch at a later date: Bally Sports and Fanatics Sportsbook (both May 2023) and Betway (first quarter of 2024).

Retail sports betting launched in the Commonwealth on Jan. 31. will continue to cover any news developments in the state as well as provide Massachusetts betting promos.

MGC Recognizes Problem Gambling Awareness Month

Earlier in the day, the MGC also recognized March as Problem Gambling Awareness Month (PGAM). 
Established 20 years ago by the National Council on Problem Gambling, PGAM is a national outreach campaign designed to educate the public about problem gambling and the resources available. PGAM aims to generate awareness about the risks of gambling and urges action toward hope and recovery for those in need.

“With sports wagering becoming available in the Commonwealth, ensuring all players have the resources they need is paramount to the MGC and responsible gaming efforts,” said Mark Vander Linden, director of research and responsible gaming, in a news release. “By mobilizing the data and research we have collected, we can advance responsible gaming strategies, practices, and policies, as well as prevention, treatment, and recovery resources.”

Ahead of retail sports wagering launching in the state, the MGC expanded options to help people to control their gambling, announcing the creation of a Voluntary Self-Exclusion (VSE) established specifically for sports wagering.

“Reducing gambling-related harm and promoting safe play are central pieces of the mission of the Massachusetts Gaming Commission,” said MGC Chair Cathy Judd-Stein. “Our efforts to offer programs and initiatives to achieve those goals in understanding and addressing problem gambling are a Commission-wide effort that includes everyone. We are proud to once again recognize and promote Problem Gambling Awareness Month.”



Lou Monaco had been East Coast Scene columnist for Gaming Today in Las Vegas since June 2019, covering the East Coast sportsbook scene. He also currently is a part-time writer for the high school sports department for NJ Advanced Media ( in Iselin, NJ. Lou has over 30 years sports experience with previous stints at ESPN SportsTicker, Daily Racing Form and Oddschecker.

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