Better Collective has joined iDevelopment and Economic Association (iDEA Growth), a nonprofit organization advocating for online sports betting and casino growth in the US.
The sports and sports betting publisher and affiliate marketing firm joined the association after adhering to the iDEA’s Responsible Gaming Pillars, whilst also showing an active commitment to tackling safer gambling issues.
The association stated that Better Collective “far exceeds” the requirements to join its group and that together they can continue to promote RG in the US through advocacy and education.
“Better Collective is a real powerhouse in the online gaming media space and an innovator in the areas of responsible gaming and advertising,” said iDEA Founder and General Counsel Jeff Ifrah.
“We expect their input and collaboration will be a tremendous support to iDEA and its members as we work to promote legal, responsible igaming and online sports betting.”
Several examples of Better Collective’s suitability for the association were cited by iDEA. Firstly, Better Collective’s UK wing partners with fellow affiliates to create the Responsible Affiliates in Gambling organization to promote RG practices.
Meanwhile, Better Collective’s subsidiary Mindway AI uses advanced technology, neuroscience and human psychology to better understand problem gambling. This week, the company partnered with Doura-Schawohl Consulting to continue its push in the US.
“For the online gaming industry to experience long-term sustainability and growth, we must work together to educate both lawmakers and the public about the benefits of regulated and responsible online gaming,” said Better Collective US General Counsel Katie McCord.
“We are excited to join iDEA to support its mission of legal, safer igaming and sports betting and its focus on creating real standards around safer gaming and advertising.”