How to Launch a Casino Affiliate Channel in 2023 | A Complete iGaming Guide

In 2023 affiliate marketing has proven to be a formidable lead-generation tool, capable of significantly boosting online casino revenue. In many cases, affiliate marketing surpasses other, more traditional marketing types in terms of generating revenues.

Today, 84% of businesses worldwide use affiliate channels for user engagement. The iGaming industry, in particular, has seen substantial success with this approach, pulling off impressive numbers. Many casinos now generate multi-million dollar revenues through partnerships with affiliates.

The global iGaming industry is thriving, having recorded a staggering $747.9 billion in 2022, with projections of continued growth. By conducting a thorough market analysis and implementing a strategic plan, launching an affiliate channel in 2023 has the potential to result in rapid success.

In this article, we have compiled all the essential information you need to know before launching your casino affiliate channel. This includes advice on choosing the right software, understanding commissions, and exploring the ways in which casinos can profit from affiliate marketing. The information is also suitable for casinos with an already established affiliate channel, as it offers innovative concepts and ideas that could revamp their approach.

Table of Contents

  1. Is affiliate marketing worth launching for a casino?
  2. How to choose the right affiliate software?
  3. Setting up your system and commissions
  4. Finding the best affiliates for your business
  5. Optimising your channel
  6. Conclusion

Is affiliate marketing worth launching for a casino?

Based on data gathered from over 500 casino brands, the answer to the question of whether launching an affiliate channel in 2023 is a worthwhile endeavor, is a definite “yes”. The key to success lies in generating relevant traffic through affiliates; if achieved, the return on investment can be substantial.

For well-established international brands, monthly profit from an affiliate channel can reach several millions of dollars and beyond. However, affiliate marketing is also an effective solution for startup casinos with short marketing and advertising budgets.

Affiliates drive traffic to your casino and get paid only when new players spend money. This approach eliminates the need for significant investments and reduces the level of risk involved. The primary investment at this stage is in selecting the right software provider.

Casinos and affiliates’ monthly earnings

Affiliates’ monthly earnings  Casinos’ monthly earnings 
Startup affiliates: $0-10,000  Startup casinos: $0-$50: 
Advanced affiliates:  up to $1 mln  Established operators: up to $1-5 mln 
Pro affiliate: $1-10K and more  Top-tier casinos: $5-15 

*Data provided by PartnerMatrix

(!) To attain such success in affiliate marketing, the first step is to choose the appropriate software that accommodates current affiliate needs while also aligning with the specific needs and preferences of your business.

How to choose the right affiliate software for your casino

Choosing the right affiliate software for your casino is fundamental to the success of your business. An efficient, transparent, and secure software will spare you from any future headaches. When selecting an affiliate software, consider the following essential factors:

Dedicated account manager: Having a dedicated account manager will ensure that you have someone to turn to for support and assistance.

Real-time reports: Real-time reports are essential for controlling your affiliate flow and operation, allowing you to make informed decisions and take prompt actions

Secure protection: Online fraud is a constant threat, which is why a secure protection system is necessary to keep your affiliate operations protected. PartnerMatrix’s Anti-Fraud Intelligence is a multi-module protection system that provides real-time fraud detection and protection, ensuring the security of your operations.

By choosing the right affiliate software, you will have the tools to grow your casino affiliate channel without any added stress and security concerns. PartnerMatrix’s commitment to security and user-friendliness makes it an exceptional choice for anyone seeking to establish or enhance their casino affiliate channel.

Setting up your program and commissions

Once the software is in place, you’ll have to set up your casino affiliate program and determine the commission structure you wish to offer to your affiliates. This might involve setting up a tiered structure with varying commission rates based on different levels of affiliate performance, or offering a standard commission rate for all affiliates. You’ll also need to decide whether you want to offer bonuses or other incentives for top-performing affiliates.

Most common commission types in iGaming

CPA (Cost per Acquisition) – The most popular commission type in iGaming that pays affiliates a one-time payment for a specific customer action, such as registration, spending a certain amount of cash, etc.

FTD (First-time Depositor) – Having the same logic as CPA, FTD commission type rewards affiliates for bringing in new customers making their first deposit, with incentives such as first deposit bonuses.

Revenue Share – Commission structure that provides ongoing payment to affiliates based on the revenue generated from their referred customers playing on the website.

Hybrid – Commission type that mostly combines CPA and Revenue Share, paying affiliates a one-time fixed amount for acquiring a customer and a percentage of long-term customer revenue.

(!) To deepen your understanding of commissions in iGaming affiliate marketing, check out one of our recent articles.

Finding the best affiliates for your business

Finding the right affiliates for your casino brand is another key factor in driving business growth and revenue. Affiliates act as a bridge between your brand and potential players, bringing in traffic and players in exchange for a commission on the generated revenue. By partnering with the right affiliates, you can increase brand awareness and reach a wider audience, resulting in business growth.

How to find the relevant affiliates?

  • Identify your target audience and the types of affiliates that can reach them
  • Consider working with media platforms such as AskGamblers or AffPapa that feature your affiliate program or help finding the best fit affiliates
  • Partner with streamers, bloggers, and B2B resellers who can also be great affiliates
  • Consider commission types and rates that are popular in your niche and region
  • Offer tempting deals and commission structures to attract the best affiliates
  • Engage with them through online and offline events
  • Reach out to affiliates and build a relationship with them, offering the partnership model that works best for both parties

Remember that finding the right affiliates for your business is a process and may take time. Keep your eyes on the prize and keep exploring different options until you find the affiliates that work best for your brand.

Check the most famous iGaming affiliate platforms:

AskGamblers – a well-established affiliate portal offering opportunities to promote your brand. It features up-to-date information on online casinos and has a community of 80,000 members, including experts and real players, which you can engage with in forums and loyalty programs.

AffPapa – an iGaming directory connecting operators with affiliates. It features advanced tools and filters for quick search of affiliates and operators based on GEOs, product types, commission models, and more. By bringing both parties together, AffPapa facilitates one-on-one collaboration.

GPWA – is a worldwide association founded in 2001 to strengthen relationships between online gaming affiliates and programs. It has over 15,000 members and offers access to discussion forums, free subscriptions to GPWA Times Magazine and Weekly Newsletter, as well as paid promotional options across its website and brands.

Affiliate Guard Dog – a pioneer in iGaming B2B affiliate marketing, connecting a strong iGaming community and solving certification issues quickly. As an iGaming-focused affiliate portal, AGD helps affiliates and quality programs connect and provides AGD certifications based on verifiable metrics such as Affiliate-Friendly Terms, on-time payments, responsive support, and non-rogue status.

Affiliate Insider – A platform to help you keep up with the latest trends in iGaming, and expand your reach with advertising options and expert-led training. Affiliate insider will also help you launch, scale, and grow a successful affiliate program with their full-service agency.

Visit the iGaming affiliate events in 2023:

The gaming industry convenes at various global events, platforms, and forums where an abundance of affiliates, software providers, and casinos seek out potential partners. It’s a fantastic opportunity for companies to network and grow, with many already capitalising on these gatherings.

iGB Amsterdam 2023

With over 5,000 visitors, it provides a unique opportunity to connect with iGaming specialists, service providers, and software suppliers. The event, held at the RAI in Amsterdam from July 11-14, also features the iGaming Unmissable summer show, a celebration of the industry’s leading operators, affiliates, managers, and B2B providers.

SBC | Summit Barcelona 2023

The SBC events, renowned for their innovative networking parties, have expanded their reach to Barcelona. From September 19-21, over 10,000 industry delegates will converge at the Fira de Barcelona Exhibition Centre to network and discuss important business matters for the coming year.

G2E 2023

G2E 2023, taking place at the Venetian Expo in Las Vegas from October 10-12, is a premier conference for the gaming industry. With a projected attendance of 16,000+ professionals, it’s a unique opportunity to network, learn about innovative technology, and participate in informative content sessions.

ICE London 2024

ICE London is the biggest iGaming conference that takes place every year in February at ExCel London. With over 35,000 visitors, it is the largest and most attended iGaming conference in the world, covering both land-based and online casinos. The conference offers a comprehensive program including seminars and industry news, bringing together major market players and new entrants. Attendees have the opportunity to network with professionals from all fields and levels of experience, discover new innovations and meet potential business partners.

(!) Find the full list of iGaming affiliate events in the iGaming Affiliate Events Calendar 2023.

Optimising your channel with marketing tools and real-time data

Running a casino channel requires a lot of resources and a clear understanding of your target audience and the market. It’s essential to have a well-crafted marketing strategy in place to stand out in a highly competitive industry. Marketing tools and real-time data can also play a critical role in the success of your casino channel.

To make the most of your marketing tools and real-time data, consider the following points:

  • Analyse customer data: Understanding your target audience and their behavior is crucial. You can use customer data to identify trends, preferences, and habits, which can help you make informed decisions on what promotions and games to offer.
  • Personalise your campaigns: By utilising real-time data, you can create personalised campaigns that cater to each individual customer’s preferences. Personalisation can increase customer engagement and lead to better conversion rates.
  • Monitor performance: Keep track of how your campaigns are performing and adjust your strategy accordingly. Real-time data can provide you with insights into which promotions are working and which are not, helping you make informed decisions.
  • Test and optimise: Use A/B testing to determine which promotions and games are the most successful. You can then optimise your marketing strategy to focus on what is working and make improvements where necessary.

By leveraging these tools, you can create a more personalised customer experience, monitor performance, and make data-driven decisions to optimise your channel.


Fine-tuning your affiliate program is a never-ending process as the industry moves forward quickly. With the increasing global iGaming revenues and the growth of the affiliate market, it is possible to launch a successful affiliate channel if you conduct a comprehensive market analysis and create a well-thought-out strategy. By following the steps outlined in this article, you will be on your way to launching and constantly improving your successful casino affiliate channel.

If you’re looking for advanced affiliate software for your casino or gaming platform, reach out for a live demo presentation of the PartnerMatrix system!

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