To launch Jan. 8 Group and Better Collective to enter New York online sports betting market

United States
Reading time 2:58 min

As the New York online and mobile sports betting market prepares for launch, so do companies seeking a piece of the pie once wagering operations begin. On Thursday, both Group and Better Collective announced plans, through respective press statements, to launch their services in the state's new market.

Provider of player acquisition services Group said it is now ready to provide marketing services to licensed online sports betting operators in New York State, once legal online sports betting begins on January 8, at 9 am.

In anticipation of the launch, the group developed two New York-specific websites where bettors can find comprehensive and up-to-date information on sports wagering in the state. The company “also stands ready” to help licensed operators acquire players “with its national and international websites,” including and

The newly-launched sites include, a state-specific sports betting consumer information portal where users can find and evaluate licensed operators with expert product reviews written by industry insiders. It also offers betting coverage of sporting events occurring in New York State, or with New York-based teams.

The second resource product for bettors is, also a New York-specific portal. Its coverage includes sports betting, as well as additional information from “an industry standpoint” on legislative, licensing and revenue updates.

"As the largest state by population to accept legal sports bets in the U.S. to date, there is a massive opportunity for the New York market to be not just the biggest jurisdiction for sports betting in the country, but in the world,” said Charles Gillespie, Chief Executive Officer. “ Group is well-positioned to help operators and customers succeed in this new and very exciting market."

Meanwhile, Better Collective is also entering New York as it opens for online sports betting, after the first four out of nine licensed operators have been approved to commence operations. Better Collective has entered into partnership agreements with three of the four and is “in dialogue with the fourth,” the company announced.

According to a press statement, Better Collective “is ready to support the New York sports fan” with betting lines, sports information and statistics on its proprietary platforms, which include Action Network and Vegasinsider.

Caesars Sportsbook, DraftKings, FanDuel and Rush Street Interactive have now been approved to launch on January 8, while the remaining five conditionally licensed operators continue to work towards satisfying statutory and regulatory requirements. “For Better Collective, and Action Network and Vegasinsider in particular, this is a great opportunity,” the business claims.

Like, Better Collective sees potential in New York to become the biggest sports betting market in the US. While the company’s platforms already count with over 500,000 visitors every month from the state, so far they were not allowed to use the information for betting, something now set to change.

“Unlocking the fourth most populous state in the United States to mobile sports betting is a huge moment for Better Collective and our growing portfolio of US assets,” said Marc Pedersen, CEO of Better Collective US. “We are strongly positioned and excited to continue delivering sports betting content to the many thousand sports enthusiasts from New York that visit our sites daily.”

Better Collective already has an office in the state, as well as in Miami and Nashville. Including New York, the company will now be live in 16 US states. As for New York, Better Collective can initially receive CPA payments, however, an ancillary license “has also been applied for” to potentially work on revenue share “at a later stage.” The company expects that revenue from the US business will exceed 100 million USD by 2022.