What is iGaming Affiliate Marketing

It is the process of independent marketers or affiliates promoting online gaming platforms like sportsbooks, poker, esports and casino websites in exchange for commissions.

Affiliates attract new players, guide them through offers and prelanders and finally send them to the platform where conversions such as signups, bets and deposits take place.

Operators handle the provision of tracking links, promotional materials and payouts when conversions happen.

iGaming Affiliate Marketing

How The Money Works in iGaming

The money flow process in iGaming affiliate marketing (from Click to FTD to NGR):

  • User clicks affiliate link via advert, email, or push notification
  • Signs up and verifies identity (KYC process)
  • Makes first deposit (FTD)
  • Operator earns Net Gaming Revenue (NGR)
  • Affiliates on RevShare earn percentage of NGR
CPA (Cost per Acquisition)

Ideal for fast, guaranteed income with high volume traffic

RevShare

Pays more over time from player's lifetime revenue

Hybrid

Combines CPA upfront payment with RevShare long-term upside

Financial Examples

CPA Example
  • Offer = $120 CPA
  • Ad Spend = $1200
  • Break-even = 10 FTDs needed
RevShare Example
  • Ad Spend: $1200
  • RevShare: 40%
  • Avg NGR: $50 per month
  • 60 players needed first month
Hybrid Example
  • Ad Spend = $1200
  • CPA = $120
  • RevShare = $20 per player
  • 8.57 FTDs to break even

iGaming Traffic Sources That Actually Work

Out of all available paid traffic channels, Pop and push ads are cost-effective for fast testing while native and search bring higher intent users.

Organic traffic through SEO content, email marketing, and gambling communities still scales in 2025, offering recurring high-value traffic.

Different verticals pair best with specific traffic sources: casino with pop/push, sportsbooks with social/search, poker with communities.

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Traffic Sources

How to Promote iGaming And Get Conversions

Design Prelanders

Warm up users with friendly, informative pre-landing pages that lower resistance

Offer Genuine Bonuses

Clear welcome bonuses, deposit matches and free spins that don't need hype

Compliance Copy

Highlight age restrictions, ensure clear terms and conditions

A/B Testing

Test creatives, CTAs, and headlines to optimize conversions

How to Track Your iGaming Promotions?

S2S Postbacks

Pass conversion data directly without relying on pixels or cookies

First-party Data

Focus on funnel stage, traffic source, device type and GEO

Multi-touch Attribution

Adjust attribution model to prevent double-counting

Quality Events

Track KYC approval and FTD to identify real money drivers

Is iGaming Affiliate Marketing Legal In Your Geo?

Legal Compliance Requirements

Operate only in permitted jurisdictions with local licenses and age limits

Follow platform policies (Google, Meta, X) that require operator licensing

Always include Responsible Gambling, 18+/21+, T&C, and help resources

How To Build A Winning iGaming Affiliate Program

Competitive Payouts

Offer attractive CPA, RevShare or Hybrid commissions

Robust Tracking

Provide detailed dashboards and real-time reporting

Marketing Materials

Supply optimized landing pages and creatives

Account Management

Support affiliates with dedicated managers

Bonuses & Incentives

Reward top performers with higher revenue shares

Responsible Gambling

Ensure compliance with legal requirements

Conclusion

iGaming affiliate marketing is booming in 2025, offering never-ending opportunities for operators and affiliates to work together. With flexible payout models, innovative traffic sources and advanced tracking tools, marketers can reach the right players and maximize conversions.

Succeeding in iGaming requires staying compliant with geo restrictions, mastering traffic acquisition, optimizing campaigns, and providing offers that highlight responsible gambling messaging.

The key is to understand which channels work for each vertical and continuously test and refine your approach.

iGaming Affiliate Marketing