Gambling.com approved to launch sports betting marketing services in Massachusetts

Player acquisition services group Gambling.com announced Wednesday that it has been issued a sports wagering registration by the Massachusetts Gaming Commission. The company is set to provide marketing services to licensed online sports betting operators in the state with the commencement of legal online sports betting on Friday.

The group launched BetMassachusetts.com in March 2022 ahead of the legal online sports betting market in Massachusetts going live “to help sports bettors find trusted, comprehensive and up-to-date information on sports betting and legislative updates in the Bay State,” Gambling.com noted.

With seven approved online sportsbook operators available on day one, and three more expected at a later date, access to comparison websites like BetMassachusetts.com "enables consumers to read expert reviews of all legal sportsbooks in the state to help them choose their best option."

Through its portfolio of websites, Gambling.com helps operators acquire players, reducing their reliance on more intrusive forms of advertising. In addition to BetMassachusetts.com, the group is ready to partner with online gambling operators in Massachusetts with its national and international websites including Gambling.com, Bookies.com, RotoWire.com and BonusFinder.com, and through the Worcester Telegram & Gazette via its new media partnership with Gannett.

Massachusetts, with a population of nearly six million adults, has the potential to become one of the largest sports betting markets in the U.S. In February, BetMassachusetts.com projected the Commonwealth could see a sports betting handle of over $5 billion in the first year of operations. 

“Massachusetts has a long, rich sporting history and legacy and penchant for fervent fandom across its local teams. Sports fans in Massachusetts will now be able to place bets on the championship-contending Boston Celtics and Boston Bruins and March Madness NCAA Tournament games,” the company stated.

Charles Gillespie, Chief Executive Officer of Gambling.com Group, said: “We are grateful for the Massachusetts Gaming Commission’s decision to accommodate a change in regulation to allow performance marketing activities at the launch of the market later this week.” 

“This brings Massachusetts in line with every other U.S. state with regulated sports betting. Massachusetts has an extremely rich tradition in sports, and Gambling.com Group is well positioned to help guide and educate the Commonwealth’s passionate fan base through their first regulated online sports betting experience,” he added.

Caroline Smart, Vice President at Gambling.com Group, commented: “Massachusetts allowing sportsbooks to take legal sports bets as the Celtics and Bruins prepare for deep playoff runs, and with March Madness around the corner, is a huge win for sports bettors in the state.” 

“The competitive marketplace in the Bay State will guarantee plenty of choices and opportunities for customers, who can count on our dedicated websites that feature trusted, comprehensive and up-to-date information on sports betting as well as reviews of the legal sportsbooks to provide them all of the resources needed to navigate these exciting times,” she concluded.