The Massachusetts Gaming Commission came to something of a compromise Monday despite voting unanimously to prohibit sports betting operators from making revenue-share agreements with affiliate marketers. The commission did agree to allow “cost per action” (CPA) partnerships, which means affiliates and operators will be able to continue some deals already in place in the state.
Last month, the MGC granted a waiver allowing operators to partner with affiliates for both revenue-share and CPA deals despite the commission having previously passed a regulation that banned such partnerships. Commissioners were concerned that such agreements would allow for excessive sportsbook advertising, but after operators and affiliates argued that the deals created a pathway for responsible gambling advertising and addressed limited audiences that wanted information about sports betting, the commission waived the ban through April 14.
