Betr Announces First Wave of Aggressive U.S. Expansion

Betr has announced its plans to expand into three more U.S. states, and we've got all the details surrounding its growth.

James Bisson

Last updated: January 24, 2024 1:49 PM EST • 3 min read

On Tuesday, Miami-based sports gaming and sports media company Betr Holdings announced its plans to expand into three states with market access for three sports wagering platforms and one iGaming platform. The expansion will pit it against some of our best sportsbooks in significant jurisdictions.

The so-far middling U.S. legal sports betting app announced that it has gained access to iGaming and sports betting market in the bustling PA sports betting market. It has also acquired the right to go live with its sportsbook in two more impressive jurisdictions, Colorado and Kentucky.

With Tuesday's announcement, Betr now has market access in a total of eight states, including Ohio, Virginia, and Massachusetts. The gambling brand has hinted at least seven state launches in 2024, meaning four more will hopefully be coming over the next 11-plus months.

“The new states we have acquired market access in will offer Betr Sportsbook the opportunity to reach over 17% of the U.S. adult population by the end of this year, while Betr Picks will continue to be available to over 50% of the U.S. adult population,” Joey Levy, Founder and CEO of Betr, said in a press release.

Partnerships key to market access deals

Market access in Pennsylvania, Colorado, and Kentucky came after the sports betting brand signed key partnership deals in the participating states.

PA sports betting apps market access came about thanks to a partnership deal with the Cordish Gaming Group, the gaming division of The Cordish Companies. Cordish is a major owner of casinos in Pennsylvania, Maryland, and Louisiana.

A highlight of the Pennsylvania presence will be Betr's online casino, which the company hopes to launch pending regulatory approval. Pennsylvania bettors will be the first in the country to experience the Betr online casino.

“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.”

Kentucky sports betting apps market access came thanks to a deal with the Eastern Band of Cherokee Indians. Betr and the tribe have also partnered to give the sports betting company possible future access to the Indiana market.

Regarding Colorado sports betting apps, Betr gained market access thanks to a partnership deal with Boulter Developments, which took an equity stake in the company as part of the agreement.

Betr moving forward

Betr, while announcing its intention to infiltrate up to seven markets in 2024, will eventually be departing the Massachusetts market when its current license expires. Economic reasons are behind its departure in a market dominated by home-state DraftKings.

Along with Pennsylvania, Colorado, and Kentucky, Betr has applied for a license in Maryland and, as mentioned, already has access to the Indiana sports betting market. However, its product has yet to launch in the Hoosier State.

Both are expected to be among the seven states to welcome a Betr sportsbook in 2024.

V1 Sportsbook

Betr will be transitioning to its new V1 Sportsbook format throughout 2024. It will replace the current Betr platform in all U.S. jurisdictions. It is aimed at enhancing the current Betr sports betting experience. Its aim is to better service current users of the Betr platform and to bring new users into its simplified and more encompassing betting product.

“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,” Betr CEO Joey Levy said in a statement. “We plan on replicating this playbook for Betr Sportsbook and Betr Casino after releasing V1 of our Sportsbook later this year. By the end of 2024, we should see a further step change in our scale, while also having successfully laid the foundations of at least four distinct business units: Betr Fantasy, Betr Sportsbook, Betr Casino, and Betr Media.”

Written By:
James Bisson

James Bisson is the Editor-in-Chief of Sportsbook Review. He has been a writer, reporter and editor for more than 20 years, including a nine-year stint with The Canadian Press and more than five years at theScore. He has covered dozens of marquee events including the 2010 Winter Olympics, the 2006 Stanley Cup final and Wrestlemania 23, and his work has appeared in more than 200 publications, including the Los Angeles Times, the Guardian, Yahoo! Sports, the Toronto Star and The Globe and Mail. His book, “100 Greatest Canadian Sports Moments”, was a hardcover best-seller in Canada in 2008 and earned him appearances on CBC Radio and Canada AM. He has written more than 50 sportsbook reviews, more than 200 industry news articles and dozens of other sportsbook-related content articles. A graduate of the broadcast journalism program at Ryerson University (now Toronto Metropolitan University), James has been an avid bettor since the early 2000s, and cites bet365 as his favorite sports betting site due to its superior functionality and quick payouts. His favorite piece of sports betting advice: "Stay in your lane. You're much more likely to have success betting sports you know, and focusing on finding angles and edges there."