Affiliate Marketing

Affiliate marketing is the primary customer acquisition channel for online gambling operators, accounting for 30-50% of new depositing players at many brands. Through content sites, comparison portals, tipster platforms, and social media, affiliates connect players with licensed operators while earning revenue share or CPA commissions.

30-50% Player Acquisition via Affiliates
25-45% Typical Revenue Share
$50-$500+ CPA Range
25,000+ SBC Summit Attendees (2024)

How iGaming Affiliate Marketing Works

Affiliates promote licensed gambling brands through review sites, SEO-optimized content, email marketing, paid media, and social channels. They earn commissions via revenue share (typically 25-45% of net gaming revenue), CPA (cost-per-acquisition, ranging from $50 to $500+ per depositing player), or hybrid models. Affiliate programs are managed either in-house by operators or through affiliate networks and tracking platforms like Income Access, NetRefer, and MyAffiliates.

Regulatory Requirements for Affiliates

Regulations increasingly require affiliates to hold licenses or registrations. The UK Gambling Commission mandates that affiliates comply with advertising standards and responsible gambling messaging. Italy and Spain require affiliate licensing, while the US market varies by state. Many jurisdictions require affiliates to register as marketing vendors. The trend toward stricter affiliate compliance is accelerating globally, with penalties for misleading promotions or targeting vulnerable players.

Industry Events & Conferences

Key affiliate events include the iGB Affiliate conferences (London, Lisbon), SBC Summit (Barcelona, Lisbon, Tbilisi), Sigma (Malta, Manila, Africa), AffiliateINSIDER, and the Affiliate Grand Slam. These events bring together thousands of affiliates, operators, and technology providers for networking, deal-making, and knowledge-sharing across all iGaming verticals.

Frequently Asked Questions

How do iGaming affiliates make money?
Affiliates earn commissions by referring depositing players to licensed gambling operators. They are paid via revenue share, CPA (flat fee per player), or hybrid deals combining both models.
Do affiliates need a license?
Increasingly yes. Jurisdictions like the UK, Italy, and several US states require affiliates to hold a license or register as marketing vendors to promote gambling products legally.