How Affiliate Marketing Works in iGaming

Most casino traffic that does not come from paid advertising comes from affiliates: comparison sites, review sites, streamers and content publishers who are paid for referrals.

There are three common commission structures. Revenue share pays the affiliate a percentage of the operator's net revenue from referred players over time. Cost per acquisition pays a fixed amount per qualifying depositor. Hybrid deals combine a smaller upfront payment with a reduced ongoing share.

The incentive this creates is obvious and worth naming: a site paid on revenue share earns more when referred players lose more. That does not mean every recommendation is dishonest, but it does mean a rating with no stated methodology carries very little information.

In regulated markets affiliates are covered by advertising rules too. Marketing must not target minors, must not imply gambling solves financial problems, and must carry the same bonus terms as the operator's own promotion.