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US sports betting operator Betr has announced three new market access deals in Colorado, Kentucky and Pennsylvania.

The Jake Paul and Joey Levy-backed challenger brand is set to launch its online sportsbook in Colorado and Kentucky, while Pennsylvania will mark the first state in which the brand can go live with both its sportsbook and online casino.

The new state launches are expected to take place before the beginning of the 2024 NFL season in September.

Betr’s sportsbook beta product is currently live in Ohio, Virginia and Massachusetts, while the operator has also secured market access in Indiana and applied for a sports wagering licence in Maryland.

In addition, the company’s real-money fantasy product, Betr Picks, is currently live in more than 20 states.

Pennsylvania iGaming launch

Betr has secured a market access agreement in Pennsylvania with land-based casino operator Cordish Gaming Group.

Pending regulatory approval, Pennsylvania will this year become the first state in which Betr launches iGaming via the Betr Casino brand.

“We are very excited to partner with Betr on the launch of their first online casino,” said Rob Norton, president of Cordish Gaming Group. 

“Betr Casino will make a winning addition to the gaming options available to Pennsylvania players, which includes two of our own successful Live! Casino properties.”

Sports betting launches

Elsewhere, Betr has secured sports betting market access in Colorado with Boulter Developments, pending approval from the Colorado Division of Gaming.

The company has also become an equity partner in Betr under the agreement.

Steve Boulter of Boulter Developments said: “Betr’s innovative approach to the gaming space, along with their intuitive product and rapidly growing media arm, make this a no brainer partnership for us. 

“Further, we are thrilled to be equity partners as we firmly believe Betr is the future of sports gaming in America as they continue to make sports and betting, betr.”

In Kentucky, Betr has secured sportsbook market access with the Eastern Band of Cherokee Indians, who have also increased an existing equity stake in Betr, which was originally acquired through their market-access agreement in Indiana.

V1 sportsbook launch

The upcoming market launches will take place alongside the rollout of Betr’s so-called ‘V1’ sportsbook product.

Betr founder and CEO Levy previously referred to the brand’s existing beta product as ‘V0’, launched in order to build the brand’s user base, gather feedback and prove its concept to the market.

The improved V1 product has been in development since Betr agreed to acquire the source code of the Chameleon online gambling platform from FansUnite.

The updated sportsbook is expected to undergo a series of phased launches across the jurisdictions where Betr holds market access throughout 2024.

Betr said that by the end of this year, its V1 sportsbook will be available in Pennsylvania, Ohio, Virginia, Indiana, Maryland, Colorado and Kentucky.

Massachusetts exit

Notably, the business has decided not to renew its existing temporary sportsbook licence in Massachusetts, where it launched its beta product in May 2023.

The company said that by exiting the market, it would trade “a 7 million population state for over 23 million in the net new states for collectively less economics than it would have required to renew in Massachusetts alone.”

Levy added: “The new states we have acquired market access in will offer Betr Sportsbook the opportunity to reach over 17% of the US adult population by the end of this year, while Betr Picks will continue to be available to over 50% of the US adult population.

“We want to thank the Massachusetts Gaming Commission for their great partnership during our temporary licence period in Massachusetts and we hope to receive the honour and privilege of reentering this market at a later date.”

As for Betr’s presence in the rest of the US, Levy added: “Through the success of Betr Picks, we have validated that our playbook of simpler and more intuitive user experiences built for casual fans on the product front, and original short form video built for the next generation of sports fans on social media on the distribution front, are winning strategies for rapidly and efficiently scaling a new real money gaming business in the US. 

“The data we are seeing not only suggests that we are building a large and highly profitable real-money gaming and media business, but that we are doing so by bringing new users into the category.”

The company plans to replicate this model through its Betr Sportsbook and Betr Casino offerings, Levy added, and the business “should see a further step change in our scale” by the end of 2024.

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