Better Collective recently purchased 60% of RotoGrinders shares for $21m, with a view to acquiring the remaining 40% between 2022 and 2024.

It aims to create the largest US sports betting affiliate in the market – though this is not something Catena is "afraid of," according to Daly.

Instead, Catena, which recently announced its official launch within the state of Pennsylvania, sees the benefits of a more competitive affiliate industry.

"I have great respect for Better Collective deciding to invest in a US affiliate that’s doing well," Daly exclusively tells Gambling Insider.

"We know the RotoGrinders team well; they are a good competitor to us. That major investment is going to help Better Collective grow.

"It’s a good thing for affiliates to have more competition out there; it helps give you a stronger and cleaner business.

"Better Collective made a good move but we are not afraid of the competition. We consider it healthy."

Look out for the full interview with Daly, which will appear in Gambling Insider's dedicated monthly affiliate publication, Trafficology. Read the June edition of Trafficology here.