iGaming Affiliate Marketing: Complete Strategy Guide
How to build and manage a profitable iGaming affiliate program — commission models, partner management, tracking technology, and compliance.
Affiliate marketing drives 30-50% of new player registrations for many iGaming operators. A well-structured affiliate program is essential for sustainable player acquisition.
Table of Contents
1Affiliate Marketing Fundamentals
iGaming affiliates promote your casino or sportsbook in exchange for commission on referred players. They operate websites, social media accounts, email lists, and other channels that drive qualified traffic to your platform. The performance-based model means you only pay for results.
2Commission Models
Revenue Share: Pay affiliates a percentage (typically 25-45%) of net gaming revenue generated by their referred players — ongoing, for the lifetime of the player. CPA: Pay a fixed amount per depositing player. Hybrid: Combination of upfront CPA payment plus ongoing revenue share.
3Affiliate Platform & Tracking
Use professional affiliate management software to track referrals, calculate commissions, and manage payments. Popular options include Income Access, NetRefer, and custom solutions. Accurate tracking and transparent reporting build affiliate trust and loyalty.
4Partner Management
Recruit quality affiliates through industry events, forums, and direct outreach. Provide marketing materials, dedicated account managers, and regular communication. Top affiliates should receive premium commission rates and exclusive promotional offers.
5Compliance & Best Practices
Ensure affiliates comply with advertising standards and responsible gambling guidelines. Include compliance requirements in affiliate agreements. Regular audits of affiliate marketing practices protect your brand reputation and regulatory standing.
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