US affiliate giants team up on new RG-led trade group
Better Collective and Catena Media among founding members of group driving a responsibility-led strategic framework
Six of the largest US-facing affiliates have confirmed the formation of the Responsible Gambling Affiliate Association (RGAA), a new trade body geared around responsible business practices.
The six founders are: Better Collective, Catena Media, Gambling.com group, Oddschecker Global Media, Spotlight Sports Group and XL Media.
The companies have collectively committed to “nurturing” a more user-friendly US market.
“The RGAA’s mission is to champion responsible gambling marketing and advertising practices, empower gambling affiliate companies to influence sensible regulation, and protect consumer interests while effectively participating in the market,” the group said in a press release.
The RGAA has noted that while the industry operates within a significant regulatory environment, there is potential for “further improvement” to drive up industry standards.
As part of this, the trade association will look to uphold five strategic pillars: promoting competitive gambling markets, greater industry education, steering consumers to regulated operators and upholding responsible business practices.
The final pillar comprises an advertising code of conduct adhered to by all members, which aims to ensure ethical marketing while reducing problem gambling.
To support its strategic objectives, the RGAA has committed to appointing a permanent president to act as the figurehead of the group while also serving as its chief advocate. A process is currently underway to recruit an individual for this inaugural role.
“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,” Better Collective US CEO Mark Frank Pedersen said in a joint statement confirming the formation of the group.
“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,” he added.
“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 CEO Charles Gillespie echoed.
“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.”
Better Collective and Oddschecker Global Media are no strangers to affiliate trade bodies and are both members of the UK-facing group Responsible Affiliates in Gambling (RAIG), formed in 2019.