In iGaming, like in any other business, you expect a return on investment for the money you spend, preferably bringing enough revenue for further business expansion. Affiliates, paradoxically, prefer to expand your business beforehand and get paid only after showing positive results, be that bringing a new player, a first-time depositor, or relevant traffic.
Casino affiliates can earn as much as $50,000+ from one single casino while ensuring high traffic and a continuous player flow for the operators. Moreover, affiliates can engage subaffiliates with a rich depository of clients ready to check your platform and maybe stay there for a long time.
This article will help you understand who iGaming affiliates are, where to find the right affiliates for your gaming platform, and, most importantly, how to engage them in a fruitful cooperation with the best deals and services.
To reach the right affiliates, we first need to identify them. The answer can vary greatly depending on the industry, but we can sum it up and say that the affiliates that match your business are those who build strong global networks in your area of interest, enabling even niche businesses to find relevant customers. Below we have listed some of the most common types of online gambling and sports betting affiliates.
It’s a great idea to have your affiliate program featured on gambling portals with listicles, ratings or reviews. Such examples are AskGambler, which has a Casino Affiliate Programs directory, or AffPapa, a platform with the mission to match gambling businesses with the relevant affiliates. Many of these platforms consistently deliver high traffic, so there’s a good chance that some of their users will find your platform worth checking.
Famous streamers can help boost your casino awareness and attract new players, and you can offer them a one-time deal, or a percentage of the value generated by every client they brought. These guys are active on famous streaming platforms such as Twitch or YouTube Live, but also on platforms dedicated to online gambling live streaming. For example, you could have seen one of the most famous poker players, Daniel Negreanu, playing on different online poker platforms and promoting their brands. This is an example of affiliate marketing.
Like streamers, bloggers can also send their audience to your platform with an article, listicle, vlog or direct advertisement, receiving a commission for each referred client. They can be influencers and publishers from different social media platforms such as LinkedIn or TikTok – depending on your game’s specifications.
Re-publishers are extensive platforms that can place your games on their websites: marketing agencies, refer-a-friend model deals, etc. The B2B sector brings to the table an extensive offering, and you can browse LinkedIn or Facebook for companies that will redirect traffic to your website and pick the right ones for your business.
Depending on your business niche – be it a poker platform targeting a specific region or a worldwide betting website – you will face different commission rates and varying game rules. When building your iGaming affiliate marketing channel, you should understand which commission types and rates are popular in your niche and region.
This is one of the most common types of deals. If you want to set a special cost for new users brought by affiliates, you should initiate a cost per acquisition type of deal.
Generally, affiliates ask for $0.50 – $20 per CPA offer, but it may depend on your niche, brand popularity, and other factors that we will discuss further.
PartnerMatrix’s data, based on 60,000+ gambling affiliates, shows that the average CPA offer in the iGaming industry varies around $50-100 per acquisition. These numbers are based on the fact that the return on investment in iGaming is very high.
Tip: If you have a start-up that has already gained some popularity, try to find affiliates on your business level. They usually agree to cooperate with lower rates. Because, as in your case, they also need to prove their efficiency before asking for higher rates.
First-Time Depositor types of commissions are very popular in the gaming sector, where users must make their first payment in order to play a game. It can be mobile games with paid upgrades, casino platforms with cash games like poker, roulette and slots, sports betting platforms, or esports betting like DOTA or CS: GO.
Affiliates get their commissions only when the players make their first-time deposit. Again, you can be flexible and decide whether you’re paying a percentage of the revenue generated or a fixed commission per deposit threshold. For example, only when a user reaches a $100+ deposit, you pay a one-time fixed commission of $15.
Affiliates love revenue-share commissions, while gambling platforms don’t count them amongst their favourites. The revshare model implies that operators set a commission plan for the affiliates and pay a share for all the revenue generated by each referred user. This basically means they must share a chunk of the revenue generated by the player for a long time, or even for as long as that customer stays with their website.
You need to analyse the numerous existing possibilities in terms of the percentage paid, timeframe (year, month or day) and so on, then choose the revshare model that best fits your business. For example, you can opt to pay a tier-based, progressive commission that is calculated for a certain timeframe – a year, a month or a day.
Example of a tier-based, progressive commission calculated for a monthly timeframe.
Tip: In reality, these models can be mixed and reshaped, creating hybrid commission types. You can offer a combined CPA+Revshare model, creating more favourable terms than your competitors. And remember, the same as rates, deal types can also vary based on region, source, niche, product, or affiliate.
In a nutshell, give your affiliates handy tools, and they will help you achieve your goals. The ability to manage your affiliate system easily and quickly is the key step in engaging and keeping affiliates active. You must provide all the possible tools that your affiliates will ask in order to bring you more traffic:
To do this, you will need to find a suitable affiliate system that can be easily integrated with your platform and will be able to cover the entire marketing cycle. To narrow down your search results, look for a marketing affiliate software supplier validated by industry awards, with a large client base and an approach individually tailored for each client.
When you have already set the tools you need, launched a solid marketing affiliate system and created tempting offers for the affiliates, it’s time to reach them.
At first, you might be confused about the types of affiliates that will perfectly fit your business model but keep your eyes on the prize. You will cash in on your hard work in due time.
Any successful business is based on mutual trust, and that cannot be achieved without transparency. You should choose an affiliate system that can provide all the data needed for it, as well as quick feedback opportunities.
Some essential tools and techniques to help you achieve transparency and great customer support are:
In general, uninterrupted operations are one of the most important components of affiliate marketing. An inaccurate link problem can result in the loss of thousands of dollars and waste all the efforts of affiliates. Constant communication with partners will help eliminate such an issue.
Tip: Before thinking about your affiliate channel and how you are going to position yourself in the market, it’s good to understand the behaviour and psychology of marketing affiliates. Here are 7 Successful Amazon Affiliate Websites that you can learn from.
We’ve also put together for you a list with popular iGaming affiliate operators worth checking as good examples:
How to find top affiliates in your niche? Now, based on your knowledge and approaches, you can conduct your own research, find the right partners and start activating the affiliate channels.
In fact, your goal is to reach a level where affiliates themselves will start finding you – based on the status of your company, overall awareness, and reputation. And you can build such a reputation by doing your due diligence and making sure you achieve the milestones we have discussed: great support, a seamless system, flexible payment methods and attractive commission fees. And, of course, excellent iGaming products and services that affiliates and their audiences will be interested in.
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