Responsible Gambling Affiliate Association Established in the US
By Daniela Rose
A new player has officially joined the playing field to promote responsible gambling practices in the United States – the Responsible Gambling Affiliate Association (RGAA).
The Association, founded on November 8th, 2023, is getting ready to make waves in the online casinos industry, with an aim centred on responsible gambling and a commitment to guaranteeing a safe and entertaining environment for players.
The RGAA currently has a solid lineup of founding affiliates, while the selection of a president has yet to be confirmed. Read on to discover how the founding affiliates will be vital in shaping the Association’s policies and goals.
The New Association is Based on Five Pillars
The RGAA is on a mission to encourage responsible gambling practices in the United States’ fast-developing iGaming industry. With the legalization of low-deposit casinos in certain states, the need for a unified approach to responsible gambling is more visible than ever.
The Group intends to target online casino operators and their affiliate partners, recognizing the critical role that affiliates play in driving player traffic. The RGAA aspires to develop a complete network focusing on player well-being and ethical business practices by integrating both operators and affiliates.
The five pillars upon which the RGAA is built each symbolize a crucial facet of responsible gambling:
- Competitive Gambling Markets – Emphasizing the need for open and competitive markets to ensure players have access to various modern online gambling options.
- Industry Education – Through developing an impending slate of efforts to increase visibility and recognition within the gambling industry.
- Player Protection – Directing users to their locally licensed and regulated options, enabling product innovation, higher customer service standards, and a better overall experience.
- Advertising Codes of Conduct – Ensuring ethical advertising and marketing practices that reduce problem gambling.
- Responsible Gambling Practices – Built on dedication, astute campaigns, and a genuine sense of responsibility to both the industry and the players.
The Association is currently in the process of selecting a permanent President to serve as the organization’s figurehead and play a pivotal role in shaping the future of responsible affiliate practices, advocating for its members’ needs and interests, fostering relationships with industry stakeholders, and advocating for the highest standards of integrity.
What Value Does This Association Bring
The RGAA comprises companies that market and advertise gambling, gaming, or sports betting. Its purpose is to promote responsible gambling practices, enable gaming affiliate companies to advocate appropriate regulation and safeguard players’ best interests while servicing the market successfully.
Better Collective, Catena Media, Gambling.com Group, oddschecker Global Media, Spotlight Sports Group, and XLMedia plc formed the Association to push for sensible legislation and player protection.
Better Collective
Better Collective has a variety of global and national sports media operations with the goal of becoming the premier digital sports media conglomerate.
“We are committed to doing everything possible to help empower our industry to promote gambling as entertainment and enable our customers to enjoy our products and services responsibly. Having the industry come together with a unified approach to creating standards and guidelines puts the best interests of our consumers, customers, and their families at the forefront. Not only is this the right thing to do for our customers, it’s the best thing to ensure the success and longevity of the industry and our businesses.”
Mark Frank Pedersen, Better Collective’s North American CEO
Better Collective, headquartered in Copenhagen, Denmark, and listed on Nasdaq Stockholm (BETCO), has a portfolio that includes HLTV.org, Action Network, VegasInsider.com, Playmaker HQ, and FUTBIN.com.
Catena Media
Catena Media is an international performance marketing company that creates high-quality leads for online casino and sports betting platforms.
“The US gambling market is swiftly regulating, and affiliates are vital to the industry. Catena Media is proud to be a founding member of the RGAA, an association committed to promoting responsible, positive wagering experiences through legal, regulated operators.”
Michael Daly, Catena Media’s Chief Executive Officer
The Group aims to help online casino and sports betting players make informed decisions by linking them with partners via reputable, educational, and creative brands.
Gambling.com Group
Gambling.com is a performance marketing agency that serves the online gambling sector.
“All stakeholders in the American online gambling market need to understand the critical role affiliate companies play in helping regulated online gambling operators achieve their growth targets. Gambling.com Group is proud to be part of the new Responsible Gambling Affiliate Association to ensure that standards remain high among our peers and that the voice and message of the affiliate marketing community is heard loud and clear.”
Charles Gillespie, head of Gambling.com Group
It has multiple brands in its portfolio and a global footprint.
oddschecker Global Media
oddschecker Global Media is a digital sports and gambling portal that connects clients to their gaming brands.
“Our consumers are at the heart of everything we do, so we, together with our fellow founding members, wanted to lead the way in promoting social responsibility in the affiliate industry and creating a safer gambling environment for consumers in the US as that market continues to grow. Our ambition is that the RGGA will support fair play for all.”
Stuart Simms, CEO of oddschecker Global Media
The Group is committed to providing data-driven products across its portfolio.
Spotlight Sports Group
Spotlight Sports Group (SSG) is a global leader in sports betting, horse racing, fantasy sports technology, and media.
“Spotlight Sports Group has always been at the forefront of the responsible gambling ecosystem, consistently looking to go above and beyond regulatory requirements. We are proud to be a founding member of the Responsible Gambling Affiliate Association, which I believe will play a role in ensuring the highest standards are set among the affiliate industry.”
Mark Renshaw, Spotlight Sports Group’s Executive Officer
By providing a reliable and industry-leading product, the Group is devoted to improving the worldwide sports betting experience for bettors in ways that go beyond simple odds and data.
XLMedia plc
XLMedia is a global digital media company that develops engaging content for highly engaged audiences and links them with appropriate advertising.
“XLMedia is very proud to be a founding member of the RGAA, an association committed to promoting responsible online gambling. As an affiliate marketing company, we play a critical role in providing consumers with choice while supporting regulated online gambling operators to reach customers and grow their business.”
David King, Chief Executive Officer at XLMedia plc
The Group operates a portfolio of premium brands in regulated marketplaces, focusing on Sports and Gambling. In essence, XLMedia brands reach out to passionate people at the appropriate moment with the right content.
RGAA: Paving the Way for Ethical Online Gambling in the US
As the RGAA gets traction, its impact on gambling at online casinos with a low minimum deposit in the United States is expected to be noteworthy. The Association might be able to contribute to a safer and more responsible gambling environment by developing a culture of integrity and accountability.
It’s clear to see that the joint efforts of operators, affiliates, and regulators indicate some favorable transition toward more ethical and player-centric operators.
As the organization intends to collaborate closely with authorities to establish and execute effective regulations promoting player well-being, we are excited to see what the future holds for responsible gambling in the US iGaming industry.