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DraftKings went straight to the top of the leaderboard of sports betting operators in its home state of Massachusetts during the market’s first month post-launch.

Massachusetts OSB leaderboard

Since the market opened on 10 March, the Boston-headquartered operator has secured some 46.9% of sports betting handle, putting it in pole position among Massachusetts licensees.

Across all operators, bettors in Massachusetts wagered around $563.9m in March, generating $46.7m in revenue for operators in the process, according to data released by the Massachusetts Gaming Commission and compiled by Eilers & Krejcik Gaming (EKG).

Of the overall total, DraftKings took $257.6m in bets and generated $16.1m in GGR. That equates to the operator securing 34.5% of statewide online sports betting GGR for the month.

National US market leader FanDuel, meanwhile, was able to secure marginally higher GGR of $16.3m, due to its better hold rate of 9% (DraftKings secured around 6.3%), despite taking a smaller proportion of handle in the state at $186.7m, or 33.1% of the total.

In third place, but a long way behind the top two, was BetMGM, which generated $7.4m in GGR from $46.9m in bets.

Those figures left the top three operators replicating a scenario commonly seen across US online sports betting markets, as they together secured more than 85% of the market.

Bringing up the rear were Massachusetts’ other three licensees, Barstool Sportsbook ($3m GGR from $30.2m handle), WynnBet ($2.1m GGR from $18.8m handle) and Caesars Sportsbook ($1.9m GGR from $16.8m handle).

Those relatively meagre results came in spite of Barstool being founded in Massachusetts, and WynnBet’s parent company operating a major land-based casino in the state, potentially offering both brands a certain ‘home’ advantage in Massachusetts.

How did they do it?

Massachusetts’ impressive start was the result of comparatively high level of bets per adult in the state, with EKG calculating the average day-adjusted OSB handle per adult at around $165 (generating $14 per adult in GGR).

The state is home to an impressive roster of professional sports teams including the NHL’s Boston Bruins, NBA’s Boston Celtics, NFL’s New England Patriots, MLB’s Boston Red Sox and MLS’ New England Revolution, all of which boast avid fan bases across the state.

Massachusetts’ sport-loving population helped put the state ahead of other recently launched markets in the first month post-launch, such as Maryland, where the average handle per adult totalled $153, Ohio, where that figure was $123, and Kansas, where average handle per adult hit $84.

While bonusing spend is not reported by the Massachusetts Gaming Commission, EKG estimates that DraftKings accounted for the majority of bonus spending, “as part of a win-at-all-costs home-field launch.”

According to Legal Sports Report, DraftKings is offering bonuses worth up to $1,200, while Caesars has bonuses worth up to $1,250 available and BetMGM up to $1,000.

Meanwhile, FanDuel is offering customers that bet $5 the chance to receive $150 in bonus bets.

In addition to bonusing efforts, EKG suggested that Boston was the most targeted media market among leading sports betting brands in March. For DraftKings, 27% of its Twitter, Facebook and Instagram ad impressions for the month came from the city.

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