The online gambling sector has exploded over the years and created a gold mine for anyone who wants to make money. Thanks to global internet access and the rise of mobile gaming, anyone from any part of the world can register with a gambling operator and participate in any event, from classic slots to poker rooms. The industry is growing rapidly, with the market projected to reach $286.4 billion by 2035, with a CAGR of 10.5% from 2025.
However, gambling isn’t the only way to make money from these operators. Whether an influencer, marketer, or just an ordinary individual, these companies are willing to pay to drive traffic to their platforms. Besides, the industry is turning more competitive each day, and online gambling companies are constantly exploring ways to attract high-quality players without compromise. This is where affiliate marketing comes in – the backbone of online casino marketing and sports betting promotion strategies.
This article will break down what affiliate marketing is and how it works in the gambling industry.
What Is Affiliate Marketing in the Gambling Sector?
Affiliate marketing in the gambling sector is a performance-based strategy in which affiliates are compensated for driving traffic and conversions for operators. These affiliates could be marketers, YouTube influencers, or bloggers who help gambling operators enhance their visibility through content, SEO, social media, or paid advertisements. When a potential player clicks on an affiliate’s link, registers, and makes a deposit, the affiliate earns a commission.
Operators choose this method because of differing gambling market laws across jurisdictions. Many regulated markets outright ban gambling advertisements on Google, Facebook, or TV. Therefore, gambling operators avoid carrying out heavy traditional advertising.
Apart from strict advertising restrictions, affiliate marketing is cost-efficient. Operators only pay for actual players acquired through affiliates, not clicks or impressions. Affiliates can advertise on their own since they don’t work for the operators, and they can reach targeted audiences, such as esports bettors, that operators struggle to reach. This way, gambling platforms get their traffic and affiliates receive their commission – a win-win for both parties.
Who Are the Key Players in the Ecosystem?
The gambling ecosystem consists of four main parties, which include:
- The Affiliate: These are the people or individuals who use their websites, blogs, social media pages, or YouTube channels to promote gambling sites to their audience. They generate traffic through reviews and sports tips. An affiliate could also be a company that uses an advertising channel like email marketing to attract potential players.
- Betting Sites: These are the platforms offering the gambling opportunity. They could be online casinos, sports books, or poker rooms. Betting sites provide the promotional materials, tracking tools, as well as enlighten affiliates on the commission structure.
- The Player: This is the end-user who visits the gambling platform through an affiliate link, registers, funds, and gambles. Their amount of deposits, bets, or activity determines how much revenue is being generated for the affiliate and the gambling site.
- Affiliate Networks: These are the middlemen that link affiliates with several gambling operators. They offer access to multiple operators simultaneously, saving the affiliate time. Examples are casino affiliate networks.
The success of this affiliate marketing structure hinges on the relationship between these key players. While the gambling sites benefit from targeted traffic and players’ activities, affiliates bag commissions based on the generated revenue.
How the Process Works – Step by Step
Gambling affiliate programs work in a simple mechanism, which would be broken down step-by-step below:
1. Joining a gambling affiliate program
First, an affiliate registers with the gambling operator’s program. After approval, they can access marketing tools like banners, tracking links, etc.
2. Getting tracking links or promo codes
Not only does an affiliate get a unique tracking link, but they also get bonus codes. The purpose of the tracking link is to notify the affiliate when a new player signs up through the link.
3. Promoting offers through various channels
Affiliates advertise the gambling operators through multiple sources, such as SEO content, social media campaigns, email marketing, paid advertisement (where approved), and streaming platforms like YouTube or Twitch.
4. Tracking user behavior and conversions
Operators also track clicks, sign-ups, and deposits using a tracking software from their back end. They use this to calculate affiliate payouts.
5. Getting paid based on player activity
Affiliates receive their payouts based on their preferred commission model. They can also choose when they want to be paid, whether weekly or monthly, depending on the program.
Common Commission Models in Gambling Affiliate Marketing
Affiliates earn commission based on two primary models – revenue share and CPA, but other models have since sprang up. Let’s break down the commission models.
Revenue share (ongoing % of player losses)
In this commission model, the affiliate receives a percentage of the net revenue generated by their sign-ups. This revenue is usually between 20% and 50%. For example, if a player loses $300 in a casino, and the revenue share is 30%, the affiliate earns $90. The advantage of this model is that it incentivizes affiliates to bring loyal players. More loyal players = long-term passive income. The downside is that an affiliate’s earnings are based on players’ activities, meaning the income isn’t stable.
CPA (cost per acquisition – one-time payment)
CPA is a commission model that offers a one-time payment. Unlike rev-share, affiliates earn a fixed amount for each player who signs up and fulfils a specific requirement, such as making a minimum deposit or betting. The benefit of this model is that it guarantees instant payouts once the criteria are met. However, there’s no long-term income from returning players.
Hybrid models
Some operators offer hybrid models that combine rev-share and CPA. That is, an affiliate earns a small upfront income from CPA plus some percentages from the player’s losses based on rev-share commission.
Sub-affiliate commissions
This is more like an affiliate bringing in other affiliates into the program, and they get their cut of their commissions. This model promotes the growth of casino affiliate networks.
With these commission models, an affiliate can choose which one suits them best. This ensures ultimate flexibility and freedom.
Marketing Strategies Used by Gambling Affiliates
Gambling affiliates use several advertising techniques to bring in players and turn them into returning customers. For an affiliate to maximize their reach, they must explore the different marketing channels available. If blended properly, affiliates can generate significant traffic and boost their earnings. Compared to traditional advertising, affiliates can streamline their strategies to targeted audiences. Below are some of the effective marketing approaches used.
SEO blogs and bonus comparison websites
SEO blogs are best for affiliates who want a strong organic presence online and long-term success. Many affiliates craft informative and high-quality SEO content in the form of casino reviews or bonus comparisons, or betting tips to influence players’ decisions. SEO is important here because it drives organic gambling traffic and ranks the content on Google’s first page. High-ranking content is often labeled as trusted.
YouTube and streaming platforms
YouTube and Twitch have become active platforms for promoting gambling content, where streamers and YouTubers showcase their betting play live. Even TikTok has joined the wagon. Streamers and YouTubers embed their affiliate links or promo codes into the video descriptions or streams. Viewers click on these links or use the code and try to replicate what the streamers have shown, hoping to win. This method is recommended because it builds a community of trust and connection, increasing the chances of conversion.
Social media and influencer marketing
Affiliates also use social media platforms like Instagram, TikTok, and X to share betting tips, promotions, and some casino content. Influencers with a considerable number of followers can partner with gambling operators to drive significant traffic to their platforms. However, this method is a tad sensitive because such posts could be censored by social media, especially if they don’t adhere to responsible gambling messaging. Therefore, compliance is vital.
Paid traffic (PPC, display ads)
Paid ads, such as Google Ads or banner campaigns, are also used to buy targeted traffic. This method is efficient for affiliates who want to reach a target audience fast. By running paid advertising on search engines, affiliates can showcase their offers to potential players seeking gambling platforms. They are prominent in regulated markets, but affiliates must exercise caution. Sometimes, Google may restrict the gambling ads, often demanding licensing proof.
Email marketing and push notifications
Email marketing is another popular promotion strategy affiliates use to nurture relationships over time. The good thing about this approach is that it’s not just a one-time thing. Affiliates can consistently remind subscribers of promotions and personalized offers, such as exclusive bonuses, betting tips, etc., to entice them to sign up. All it takes is to build a targeted email list of subscribers and start to send out personalized promotions.
Challenges & Risks in Gambling Affiliate Marketing
Gambling affiliate marketing offers significant income potential, but it comes with its fair share of risks. Affiliates must navigate regulations, legal and ethical concerns, and high competition.
Strict regulations by country
Gambling laws differ in each country. What’s legal in Malta may be illegal in the United States or China. This lack of homogeneity in laws has put several affiliates in legal trouble. Therefore, affiliates must stay up-to-date on evolving legislation globally to avoid heavy fines.
Negative carryover and payment issues
Some gambling affiliate programs use a tactic called negative carryover, where they reset an affiliate’s earnings after the operator recovers losses from high-winning players. This usually happens with untrustworthy operators. Additionally, operators could withhold payment of affiliate payouts for no valid reason. Therefore, it’s advisable that affiliates only work with reputable gambling affiliate programs.
High competition and saturated niches
The gambling niche is extremely competitive and one of the most saturated affiliate markets. Established SEO giants and big affiliate networks don’t make it any easier for new affiliates to stand out. Often, the new affiliates would have to invest significantly in content and branding to get noticed, especially when targeting niche markets.
Legal and ethical concerns (misleading ads, targeting underage users)
Sometimes, affiliates are criticized for promoting misleading content and exaggerated bonus offers. They could face severe legal consequences if they target the wrong audience, such as underage users. Affiliates must promote responsible gambling and prioritize compliance to build long-term trust. That is what ethical gambling is all about.
Legal Considerations and Compliance
Affiliate marketing in gambling is more than making extra income from new players – it’s about attracting players while staying compliant. Regulators globally impose strict rules that ensure affiliates operate responsibly within the law for consumers’ safety. Different jurisdictions have specific rules governing affiliates, which will be discussed below.
Licensing requirements for affiliates
In the UK, for example, affiliates are mandated to register to promote gambling operators. Licensing ensures that affiliates stay compliant and operate transparently.
Responsible gambling messages and age verification
In most countries, affiliates must showcase responsible gambling disclaimers, such as age restrictions and helplines. Age-gating mechanisms are vital to prevent exposure to underage and vulnerable individuals.
Disclosure of affiliate links and transparency
Affiliates operating in regulated markets are required to unveil paid partnerships clearly. This can be done through disclaimers, such as: “This page contains affiliate links. We may earn a commission if you sign up through them at no extra cost.” This builds transparency with users and even the authorities.
Popular Gambling Affiliate Programs
Many reputable gambling companies run affiliate programs that have attracted thousands of partners globally due to their reliability and competitive commission models. Here are a few examples:
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Bet365 Affiliates
Bet365 offers one of the largest affiliate programs worldwide, covering events such as sports betting and poker. It offers flexible commission models and tracking tools as well.
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888 Affiliates
888 has different subsidiaries, such as 888 Casino and 888poker. It’s accessible globally, thanks to its local language support.
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Kindred Affiliates
Kindred Affiliates has a strong presence in many regulated European markets because of its solid compliance. They offer affiliates several promotion options across multiple brands.
These programs are attractive and popular among affiliates because of their strong brand recognition, competitive commissions that range between 30-40%, and transparency.
The Future of Affiliate Marketing in Online Gambling
Affiliate marketing in online gambling is rapidly developing and expanding to more markets like Southeast Asia and Africa due to technological influence and regulatory demands. Artificial Intelligence is helping affiliates to deliver personalized recommendations to players, while smarter data analytics is optimizing conversion rates.
The regulatory landscape is changing, with authorities enforcing stricter affiliate oversight amid market expansion. This shift is to filter out smaller affiliates unable to meet compliance costs, leaving the market to larger and reputable networks.
For modern affiliates to succeed and compete, they must create high-value content that educates players. Advertising may not guarantee future conversions – trust and transparency will. Overall, affiliates will continue to be a central figure in the gambling ecosystem.
Conclusion
Affiliate marketing is indeed fundamental to online gambling, linking poker and casinos to millions of new users. For aspiring affiliates, join the right affiliate program, promote regulated gambling brands, and adhere to marketing laws. The gambling industry is competitive, but if the right strategy is employed, affiliates can make a consistent income.
