Affiliate Program

An affiliate program is a performance-marketing arrangement in which an operator pays external partners — review sites, streamers, media buyers, SEO portals — for referring players, with commissions tied to the referred players' deposits or revenue.

Affiliates are the dominant acquisition channel in many iGaming markets because they carry the media risk: the operator pays on results. Payment models fall into three families — revenue share, CPA and hybrid deals — with terms negotiated per partner.

Running a program at scale requires dedicated software for:

• Tracking — attributing registrations and FTDs to the right partner, link and campaign;
• Commission calculation — per-deal logic, NGR definitions, negative carryover rules;
• Fraud control — detecting incentivized traffic, cookie stuffing and multi-account farming before commissions pay out;
• Compliance oversight — in markets like the UK, operators are accountable for their affiliates' advertising, so creative approval and monitoring are mandatory, not optional.

Why it matters: affiliates can deliver a large share of first-time depositors, but a poorly instrumented program leaks money through misattribution, fraud and unenforceable terms. Purpose-built affiliate software is what turns a list of partners into a governed channel.