Casino & iGaming affiliates have the potential to make huge profits. The industry is growing fast, and predicted to accelerate exponentially. But affiliates must understand the gambling industry to make money, and be able to understand the habits and thoughts of the gamblers and the brands.
in 2024 around 50% of UK adults had gambled regularly or occasionally including lottery and scratch cards, slots, and sports. The percentage has risen considerably during the past couple of years, and is set to climb further in the future.
The types of advertising, and the scope of the gambling industry is now changing. One might wish to focus on one or two larger sites, then multiple sites that may not get the traffic/customers.
Rev Share
The types of commissions you can earn vary considerably on the type of casino you promote, the software platform, and the costs before the rev share profits are calculated. Some slot affiliate programs are really good. Rev Share is often offered at 50% for newcomers. Later it may be tiered, depending on how many new customers you bring monthly. This can be adjusted or reviewed. Speak to your affiliate account manager.
Hybrid Deals
Hybrid deals are usually the best as you can earn from new first time depositors (FTP), and this is usually $40-$100. If you have a streaming channel, this could be considerably more. And you may be offered a rev share between 35%-50% during your first month or first three months.
CPA Deals
You may be offered a one time incentive without rev share which could be anything between $40-$1000. Usually it stays at between the $100-$200 mark. And the highest results yield higher payouts. You may for example become a network, streamer, or have a very large social page.
Ethics & Integrity
Is it ethical or right to advertise gambling? In theory around 45% of players win, or win loss rate, discounting the house edge. It’s almost the same as the loss rate 48% (estimated) that affiliate marketers see. These people are searching for casino promotions, and new games promotions, software providers, and games types. You are facilitating their search, rather than encouraging them to gamble.
You are there to provide the customers with cutting edge technological information, statistical information, games information, opinion, or data.
It’s a job like any other, though some people are religiously or spiritually averse to gambling, in which case this is not the best marketing for you. Another option could be to join one premium affiliate partner, and add one advert banner, if you so wish, if you have a massive following or web traffic, without writing about gambling.
Casino & Igaming SEO
Bring new customers to you using todays latest keywords and break out trends. You can discover some of these on sites such as Google Keyword Planner Tool, WordStream, or Google Trends for free. Swap backlinks, get into directories, and include your targeted keywords.
Feature bingo, sports, live dealer, scratch cards, keno, and live slots. These are some keyword topics you might wish to search.
Niche Marketing
There are many sub niches in casino and iGaming. Slots, Casinos, Euros, New Casinos, Slots, Slots Niches, Bookies, Odds, Bet Guides, Gambling News, Directories, Free Play Demo Sites, & Blogs.
Consider why your website will stand out from the crowd, look sleek, and professional, and stay informative (without the use of AI). Search engines nolonger consider AI websites real content. Knowledge and experience helps. If you are literate and have experience in marketing, then why would you not be promoting casino offers?
Things to consider are region, style, design, audience, social, feedback, and building a solid brand that differs from other gambling brands.
Best Casino Affiliate Programs
Look out for the best brands and offers you wish to promote, with modern adverts and deals. Don’t always go for the very best programs at first. Ensure you have a company if you wish to promote the most famous brands. If you are a sole trader or individual, you can still be a casino promoter, but you will need to provide the information they ask for, and provide your marketing strategy, and regional target audience.
For example Bet365 may or may not accept your site as they mostly look for sports blogs and bookmaker reviews. 888 may look for GEO targeting, and expect you to have a company and insurance. Smaller networks and brands may accept sites that have professional design, and reviews are tidy, and images and pages flow/redirect accordingly.
It is advisable to stick to your local region, unless you are running an international casino directory. In this case, you must use software and dns settings that allow your readers to be directed to offers in their region or country. And GEO country blocking is a good idea. Gambling is banned in many countries.
My personal choice of casino affiliate programs I trust are:
UK: Rewards Affiliates, Excel Affiliates, Venture Affiliates, and Galaxy Affiliates.
USA: Deck Media, Total Affiliates, Top One Affiliates,
Europe: SlotPartners, Posh Friends, Venture Affiliates,
Affiliate programs I did not enjoy Cloud Affiliates, Mr Favorit Affiliates – both non-payers, and Big Win Affiliates which had higher costs, lower commission, and communication delays. Be sure to build solid relationships. and negotiate for the best outcome.
Banned Terms & Phrases In Gambling Affiliate Marketing
Big Win, Strategies, Lucky, Beginners Luck, Lucky Streak, Easy Slots, Fast Wins, Profit, Earnings, and Ways To Make Money are prohibited.
You must stick to the truth, realistic expectations, and keep reviews honest and balanced. Remind gamblers they can lose as well as win. And never make false claims, or inaccurate claims. Or lie about how to win. While you can explain betting options, random generator, or RTP% return to player average, of the casino, or the game, you cannot embellish or exaggerate, or lead players on to play out of boredom, loneliness, social elevation, status, or attraction with the opposite sex.
It’s also important not to willingly target or market casino offers to those with mental health, or mental retardation or divergence issues, or those with epilepsy, which is a matter of common sense.
Promoting offers through mobile phones, and emails is also prohibited. That is unless you have a solid brand, and data protection, and written agreement that you may promote casinos via subscription, app, or text.
Responsible Gambling
Remind players about responsible gambling, and have a clear footer or notice on every page. Have 18+ and responsible notices across your site. You may even place a notice in the header (above the fold) which helps you ensure readers have seen 18+, advertising, and responsible gambling notices. Software to help you to display this, such as WordPress, and other web. templates, plugins, and free plugins. You can also add an age gate. All the demo games should have age verification in the regions such as the UK. As per advertising rules offers should include affiliate disclosures, end of offer date, and bonus terms. Alternatively you could display a universal disclaimer that all offers are ongoing until otherwise stated.
You must also inform players of the terms and conditions next to or under the call to action button (play now, visit casino). Make things clear, without any confusion, and don’t make the reviews all positive or out of this world. Reviews that are neutral, informative, or opinion based are generally fine. Not all regions or states require terms, but it’s advisable to include a briefing of the terms, and a link where possible.
Also have a link to a responsible gambling page, outlining the affects of gambling addiction and where they can get help, online, by telephone, and methods to opt-out, self exclude from gambling.
The data from Gamblers Anonymous suggests that gambling addiction is incurable and heavy gamblers may wish to self exclude forever.
Whereas gamblers who are recently beginning to overspend, or starting an addiction habit may consider taking a break, or reducing their gambling. Speaking to someone professional is always best.
Ways To Market Casino Brands
- Rich Snippet Search Results
- Meta Descriptions & Schema
- Social Media Pages & Groups
- Video Channels & Shorts
- A Branded Trusted Review
- Demo Slot Games & Reviews
- Regional Casino Directories
- Sportsbooks, Bookies, Odds
- Sports Events & Predictions
- New Slot Game Releases
Live streamers are really popular and often get far higher offers such as CPA or hybrid. Though the marketing departments now rely heavily on advertisements, there is still a need for affiliates due to satisfying data and information, FAQs, license information, and real player reviews. We mentioned the hype or state of the successful person, and this is a natural, not a put on thing. Sharing your enthusiasm or passion for gaming in social media profiles can really help with sales. And just be sure to keep it professional on the website.
Integrity And Transparency
Respecting the brands you promote, updating offers, and providing accurate, responsible information for your readers and followers is the best way to market casino promotions and offers. Regularly updating the new games, new promotions, for new customers, and members helps the brands find the desired customers and target audience.
Reviews cannot be squeaky clean and perfect all of the time. Include a fair balance in the pros and cons, and offer information such as license, disciplinary or other news, or opinions where necessary. Some people decide to drop brands they think are less than transparent. If this is the case, you should let your readers understand the way your review works.
Casino reviews should always be clear, trustworthy, and honest. Create natural reviews, and remember many streamers are making up to $1,000 per signup, as they are providing the desired reviews. Stay creative to build the best site. List as many reviews as you can. Traditional reviews need to hold at least 20 casinos (ideally 50+) and remain competitive, with comparison data, software providers, and gaming details. Images help a great deal.
Regional Gambling Laws
Regional gambling laws vary considerably depending on the type of license the casino brand has. This could be gambling, igaming, esports, or lottery. And there are stricter and less strict gambling licenses, off shore licenses (offering no financial protection), such as a local casino in your region. An example of this would be your funds would not be protected in your region if you play at an offshore casino. It doesn’t mean the casino is bad, or the license is fake. It generally means that your funds are not protected, similarly to how you bank, there are no guarantees. The same can be said for crypto casinos. They are not fake. Many seek to obtain some sort of licensing, as there is much suspicion. So that is what it’s about, lost funds, won funds, and ensuring you get these safely. Casino errors, and missed or lost transactions. Regulations may also work differently.
The different licenses cover different countries. UKGC – UK, MGA – Malta (covers many EU countries), Gibraltar (UK only), Curacao (can cover Europe), and Canada licenses. There are more. Each license has it’s own rules. And not all casinos accept all of the listed countries. When you sign up you will receive information on each brand.
Need Help?
When you are ready to start earning as an iGaming affiliate, don’t forget to reach out, and add all the top iGaming affiliate partners to the list. Need advice or tips? Don’t hesitate to reach out!
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