Major US iGaming affiliates unite for consumer protection

Lea Hogg November 20, 2023

SiGMA news

Major US iGaming affiliates unite for consumer protection

Six leading online gambling affiliates in the United States, including Better Collective, Catena Media, Gambling.com Group, oddschecker Global Media, Spotlight Sports Group and XLMedia, have joined forces to establish the Responsible Gambling Affiliate Association (RGAA). With a mission centered on advocating for “reasonable regulation, responsible advertising, and consumer protection,” the association aims to ensure a unified approach to industry standards, safeguarding the interests of consumers and promoting responsible gambling.

Strategic pillars of the RGAA

The RGAA is built on five strategic pillars, emphasizing key aspects of the industry: Promotion of competitive gambling markets, industry education, consumer protection, empowerment and choice, advertising codes of conduct and responsible business practices. By addressing these pillars, the association aims to contribute to the positive growth and sustainability of the online gambling industry in the rapidly evolving US market.

Vital ontributors to the US gambling sector

As the US gambling market undergoes swift regulation, affiliates play a crucial role in supporting the growth targets of regulated online gambling operators. Catena Media CEO Michael Daly highlighted the significance of affiliates in the industry, stating, “Catena Media is proud to be a founding member” adding that will company plans “to maintain high standards and amplify the voice of the affiliate marketing community.”

Milestone for US iGaming

The formation of the Responsible Gambling Affiliate Association marks a milestone in the US iGaming sector, as major affiliates join hands to champion consumer protection and responsible gambling practices. With a commitment to promoting positive wagering experiences and supporting the growth of regulated operators, the RGAA sets a precedent for collaborative efforts within the industry.

As the association progresses, it is poised to become a vital advocate for industry standards, education, and responsible business practices in the dynamic US online gambling market.

Affiliation deeply rooted in online gaming

The concept of iGaming affiliates has deep roots in the history of online gambling.

Affiliates act as intermediaries between online gambling operators and players, directing traffic to casino websites and earning commissions based on player activity. This business model gained prominence in the late 1990s and early 2000s as online gambling expanded globally.

Over the years, affiliates have played a pivotal role in driving customer acquisition, providing valuable content, and contributing to the growth of the iGaming industry. The establishment of the Responsible Gambling Affiliate Association reflects the evolving landscape of affiliates, emphasizing their commitment to responsible practices and consumer protection in the ever-expanding US market.

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