Catena Media CEO Michael Daly Discusses New Responsible Gambling Affiliate Association

As legalized gambling continues to grow in the United States, so does the amount of betting-related promotions. To ensure consumer protections within gambling advertisements, six US-based gambling affiliates have joined forces to establish the Responsible Gambling Affiliate Association (RGAA).

The six companies behind the association are Better Collective, Catena Media, Group, oddschecker Global Media, Spotlight Sports Group, and XLMedia. To talk more about what the potential impacts of the RGAA on the gambling industry, Catena Media CEO Michael Daly sat down with Lineups.

Six Affiliates Form Responsible Gambling Affiliate Association

By driving traffic to legal gambling operators, affiliates play a fundamental role in online casino and sports betting. Affiliates serve as the invisible hands responsible for much of the industry’s recent growth, acting as middlemen that introduce gamblers to reputable online casinos and sportsbooks.

Now, the affiliates comprising this RGAA trade association look to protect gamblers by introducing them to responsible gambling techniques and advocating for stronger consumer protection.

Ultimately, the RGAA aims to create an all-around safer gambling industry by championing new standards and guidelines that put consumers at the forefront of focus.

Leading gambling industry affiliate Catena Media was one of the first six companies to join the RGAA. CEO Michael Daly celebrated the company’s involvement, reiterating the importance of the initiative:

“Problem gambling rates have risen nationwide, in part due to the expansion of online casinos and sportsbooks. Affiliates must forge together as part of the solution to combating this, and Catena Media is dedicated to playing a frontline role in advancing those responsible practices.”

Catena Media Company Values Align With RGAA

As a company, Catena Media’s values align impressively well with the RGAA. Catena entered the UK gambling space in 2012, quickly expanding to the US and establishing itself as a top online gambling and sports betting affiliate.

Daly detailed Catena’s dedication to promoting regulated online gambling and educating bettors on the dangers of unlicensed gambling websites. The sentiment, he said, stems from Catena’s experience with established — oftentimes underregulated — gambling markets overseas.

He emphasized the significance of the RGAA’s efforts, saying:

“The RGAA is advancing a platform for educating bettors and equipping them with the proper tools to wager responsibly. Moreover, by advocating on behalf of customers, the association intends to establish a new industry standard for responsible gambling and help reduce gambling addiction rates nationwide.”

Affiliates Have Responsibility To Gamblers

According to the RGAA’s plan of action, advocating for stronger industry standards will be a priority. To accomplish this, the association will encourage reasonable advertising guidelines that simultaneously serve the best interests of consumers and the industry.

Advertising regulations aren’t currently prevalent in the US gambling industry. As a result, sportsbooks bombard fans with betting ads during big games, leaving an untold number of children and young adults susceptible to gambling’s lure.

Daly explained:

“Not only do affiliates have a responsibility to this industry — which we’ve played a hand in molding. But we have an even more important duty to customers, who deserve adequate safeguards to protect them from harm.”

To successfully advocate for these industry improvements, the RGAA will maintain five pillars of focus. They are as follows:

  • Promote competitive gambling markets to ensure customers have a diverse selection of available online gambling options
  • Educate the industry in a way that empowers affiliates to champion responsible regulation and encourages operators market gambling as a form of entertainment rather than as a chance at winning big
  • Protect, educate, and empower consumers about rambling responsibly with licensed, regulated gambling operators
  • Create advertising conduct codes that enforce ethical marketing and protect consumers while still serving the gambling industry
  • Enforce responsible business practices that put both the industry and consumers at the forefront of focus

A Win-Win For Companies & Customers

Ultimately, the RGAA is a proactive step in ensuring the entire longevity of the industry. It’s a win-win for everyone involved.

By joining this association, these six companies made a responsible bet on gambling. They won’t be the only names associated with the group for long, though. The RGAA is in the process of appointing a president and plans to expand membership to additional affiliates in the future.

The six affiliates that currently comprise the RGAA are:

  • Better Collective
  • Catena Media
  • Group
  • oddschecker Global Media
  • Spotlight Sports Group
  • XLMedia plc

With industry giants like these on board, the RGAA is well on its way to positively influencing industry practices and enhancing responsible gambling measures nationwide.


Disclaimer: is a Catena Media property.

Alec Cunningham is a lead writer and analyst for She has covered countless online sports betting and casino legislation topics and now specializes in responsible gambling and gambling addiction recovery. In 2022, she served as a panelist at the All-American Sports Betting Summit, discussing the ever-evolving role of women in the gambling industry. As a college athlete, Alec Cunningham played Division II golf at Tusculum University. She graduated in 2015 with a bachelor’s degree in Journalism and Professional Writing. After working in the music industry as a concert promoter, tour manager and artist developer, she returned to her love of written word in 2020. Since then, Cunningham's love of sports has led her to become a responsible gambling advocate.

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