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Betr has marked its second US market entry with the launch of real-money gambling in Massachusetts.

The Jake Paul and Joey Levy-backed brand is the seventh operator to enter the Massachusetts online sports betting market following its launch in March.

Betr follows FanDuel, DraftKings, BetMGM, Caesars, WynnBet and Barstool as the only other regulated online sportsbooks in Massachusetts.

Betr launch background

Betr first launched real-money gambling in Ohio in January on a microbetting-only basis by offering ‘multiple choice’ style bets on markets such as NBA possessions, NFL drives and ‘every at-bat’ in MLB.

In March, the brand introduced core markets to its sports betting offering to coincide with the NCAA basketball March Madness tournament, broadening the product and placing it on a more even footing with traditional bookies.

The start-up has suggested it will eventually be targeting market entries in upwards of 30 US markets.

It has already received approval for its launch in Virginia, which is expected to mark its third market entry this year.

Stick to the Scripts

Alongside its Massachusetts launch, Betr is also soft launching a new product called Scripts, which it said “combines the instant gratification of a microbet with the long odds of a parlay.”

Betr described the product as a first-of-its-kind experience, which effectively introduces instant gratification to parlays.

“We are thrilled to launch Betr Betting in Massachusetts, home of some of the world’s greatest sports franchises and fans,” said Betr founder and CEO Joey Levy. 

“We will be just the seventh operator to enter the state, only trailing FanDuel, DraftKings, BetMGM, Caesars, WynnBet, and Barstool to market. Not bad for a company that launched less than a year ago with vastly fewer resources than pretty much all industry incumbents. 

“We would like to thank the Massachusetts Gaming Commission for their partnership and we are excited to introduce Betr to the commonwealth’s top notch sports ecosystem.”

Betr will celebrate market entry with a launch party in Boston, alongside “content takeovers” at bars, sporting events and more in the coming weeks.

Chameleon to help Betr stand out

The operator said it has demonstrated strong audience-to-product conversion since launching in Ohio, with more than 20% of its in-state media audience organically converted to the real-money platform.

Earlier this week, the business announced it had acquired the source code for FansUnite’s Chameleon online gambling platform, which already provided the PAM system for Betr’s operations.

On announcing the deal, Betr CEO Levy said the purchase would allow the business to begin developing ‘V1’ of the full-suite Betr product as it branches out into online casino.

The product it launched in Ohio earlier this year was so-called ‘V0’ and was designed to build its user base, gather feedback and prove its concept to the market as quickly as possible.

Organic approach to marketing

In addition to its novel product offering, Betr boasts a markedly different marketing strategy to its competitors.

Speaking to the Boston Globe, co-founder Jake Paul explained how Betr’s social media knowhow has helped the brand cut through in a different way.

“When you see the amount of money that DraftKings, FanDuel, and all these companies are spending, it’s on marketing and advertising, just throwing billions of dollars at the wall to see what sticks in inauthentic brand campaigns – like Joey said, [they’re] advertising like insurance companies but less funny,” he said.

“And that’s just not the way to go about things in today’s landscape.”

Instead, Betr relies on Paul’s online audience, consisting of more than 65 million social media followers across Instagram, YouTube, TikTok, Twitter and Spotify, to reach potential sports bettors.

The brand also runs a separate media division (Betr Media) specifically focused on influencers, which Levy has previously said is designed to “incubate the next dozen ‘Jake Pauls’”.

Indeed, Paul told the Globe: “Since day one, we’ve always been like this is not just going to be Jake Paul posting everything and doing all these things. The goal is to create something bigger than myself, to use me as, like, the launching platform.”

As part of that strategy, Betr Media last month secured an exclusive partnership with high-profile social media and US college basketball stars, the Cavinder Twins.