How to choose an iGaming affiliate partner: 10 questions to ask
Before you sign with an affiliate — or an operator — ask these ten questions. They cover traffic, markets, tracking, payment terms and the details that cause most disputes.
A good affiliate partnership can bring a casino or sportsbook brand steady, profitable players for years. A bad one brings low-quality traffic, arguments about tracking and invoices nobody agrees with. Most of the difference is decided before anyone signs. These are the questions worth asking — whether you're the operator or the affiliate.
1. Where does the traffic come from?
Review and comparison sites, SEO content, paid search, social media, streaming, email and community channels all bring different players. Ask for the main sources and how they're split. Traffic that matches your brand's marketing rules matters as much as volume.
2. Which markets (GEOs) does it cover?
Players from different countries behave differently, and so do the rules for marketing to them. Make sure the affiliate's audience is in markets the operator is licensed for and wants to grow in.
3. Which verticals?
An audience of sports bettors won't automatically convert for an online casino, and poker players are different again. Match the affiliate's audience to the vertical you're promoting.
4. What volumes are realistic?
Ask for typical monthly registrations and first-time depositors (FTDs) for similar brands. Realistic numbers make it easier to choose between CPA, fixed fees and a hybrid deal.
5. Which commission model fits?
CPA pays for results, fixed fees pay for guaranteed exposure, and a hybrid mixes the two. Agree the model by market and audience rather than copying a standard rate. Our guide to fixed fee vs CPA covers the trade-offs.
6. What counts as a qualifying player?
For CPA, define the baseline: the minimum deposit or wagering before a player qualifies, and over what period. Vague definitions are the single biggest cause of affiliate disputes.
7. How is tracking done?
Will referrals be tracked with links, codes or server-to-server postbacks? Who can see the data, and how quickly? Both sides should be able to check the numbers.
8. When and how is commission paid?
Agree the reporting period, the invoice process and the payment date in writing. Transparent payment terms keep a partnership healthy long after the launch.
9. What marketing is off-limits?
Operators often restrict brand-term bidding, certain bonus messages or specific channels, and every market has its own advertising rules. Put the restrictions in the agreement so nobody is surprised.
10. Who is accountable if something goes wrong?
When tracking breaks or numbers don't match, someone has to sort it out. A clear contract — ideally one that covers all parties — makes that easy.
How we help
At I-Gaming Admins we match operators with affiliate consultants, help agree commission by fixed fee, CPA or both, and ratify every deal in a three-party contract with transparent payment terms, tracking and reporting. Operators start here; affiliates start here.