iGaming Affiliate Marketing: A Full Detailed Guide

At Tracknow, we provide key insights on the essential aspects of iGaming affiliate marketing. We cover everything from iGaming-specific basics to affiliate software and program management, offering a comprehensive understanding of the industry.



Introduction

iGaming is the online gambling industry, which includes activities like sports betting, online casinos, poker, and other forms of gaming. This sector has grown rapidly due to the advancement of technology and the increasing availability of the internet. More players are now engaging in online gaming through mobile devices, contributing to the industry's expansion. iGaming operators benefit from reaching a global audience, and affiliates can promote their platforms across different regions.

iGaming Marketing Guide Written by Tracknow's Experts

The market is competitive, with new opportunities emerging as more countries legalize online gambling. Affiliates are drawn to iGaming because of the potential for high commissions through various revenue models, such as CPA, RevShare, and hybrid options. iGaming also offers flexible work opportunities for affiliates, as they can operate from anywhere in the world. The industry provides access to advanced marketing tools and analytics, helping affiliates optimize their campaigns. Affiliates can leverage targeted advertising to reach specific player segments and boost conversions. The combination of high earning potential and a growing market makes iGaming affiliate marketing an appealing option for many marketers.

What is iGaming Affiliate Marketing?

iGaming affiliate marketing is a business model where affiliates promote online gambling platforms in exchange for a commission based on player actions, such as sign-ups, deposits, or wagers. The key stakeholders in this system are affiliate marketers, iGaming operators, and players. Affiliate marketers are individuals or companies who create content and advertisements to drive traffic to iGaming sites. iGaming operators are the companies that run online gambling platforms, offering games, sports betting, and other betting services. Players are the users who engage with these platforms and generate revenue for the operators, often through wagers or subscriptions. iGaming affiliates can come in various forms, such as bloggers who write about gaming, influencers who promote platforms to their followers, streamers who broadcast their gaming experiences, and comparison platforms that help players choose the best online casinos or sportsbooks. Each type of affiliate uses different methods to attract and engage players, contributing to the success of iGaming affiliate marketing.

Benefits of iGaming Affiliate Marketing

  • High earning potential due to competitive commissions.
  • Flexible work opportunities with global reach.
  • Access to advanced marketing tools and analytics.
  • The power of data-driven loyalty strategies in iGaming: boosting player retention and conversions.
  • Low initial investment required to get started.
  • Opportunities to tap into emerging markets and niches as the industry grows.

Various iGaming Niches to Focus On

The iGaming industry offers a wide range of gaming options. Some of the most popular niches include:

• Sports Betting
• Slots
• Poker
• BlackJack
• Roulette
• Lotto/Lottery
• Bingo
• Scratch Cards
• Dice Games
• Other Card Games

These niches vary in popularity depending on the region, as different countries have specific preferences for online gaming types.

Below is a breakdown of the most popular iGaming games by geographical regions:

USA & Canada South America Europe CIS Countries Asia Middle East
Sports Betting / Poker Lotto/Lottery Slots Poker Slots Lotto/Lottery

iGaming Traffic Types

iGaming traffic consists of users interested in combining fun with the chance to win money. These users typically interact with various types of advertisements across multiple channels. The main sources of iGaming ads include:

  • Websites: Banner ads and embedded content.
  • Popunders: Ads that appear in a new tab behind the main browser window.
  • Native Ads: Ads designed to blend seamlessly with site content.
  • Push Ads: Notifications sent to users' devices to encourage engagement.
  • Context Ads: Targeted ads based on user search queries or website content.
  • Search Systems: Paid ads in search engine results pages.
  • Social Media: Promoted posts and influencer collaborations.
  • In-App Ads: Ads shown within mobile applications.
  • Google UAC (Universal App Campaigns): Automated ads across Google platforms.
  • Programmatic Advertising: The use of automated systems to buy advertising space in real-time, allowing for more precise targeting.
  • Affiliate Networks: Platforms where advertisers and affiliates exchange traffic and revenue, providing access to specialized and reliable traffic sources.
  • Retargeting Ads: Ads targeting users who have previously interacted with your site or app, aiming to bring them back and increase conversion chances.
  • Video Ads: Video-based ads placed on platforms like YouTube or as short ads in apps and social media, engaging users with dynamic content.

These traffic sources help to reach potential users across various online environments, improving engagement and boosting conversions in the iGaming industry.

Where to Acquire iGaming Traffic From?

To drive high-quality traffic to iGaming platforms, affiliates can explore:

  • Ad Networks: Platforms like Adsterra, PropellerAds, or ExoClick specialize in iGaming traffic.
  • Social Media Advertising: Facebook, Instagram, and TikTok can effectively engage diverse audiences.
  • Influence Marketing: Collaborating with gaming influencers on platforms like YouTube, Twitch, Instagram, Facebook Gaming, Caffeine, Owncast, and Mobcrush to reach their followers and drive traffic.
  • SEO and Content Marketing: Blogs, guides, and reviews optimized for search engines.
  • Paid Search Ads: Running campaigns on Google Ads and Bing Ads to capture intent-driven traffic.
  • Affiliate Partnerships: Partnering with affiliates and sub-affiliates who can bring in their own traffic sources.
  • Email Marketing: Creating targeted email campaigns that reach potential players with personalized offers and incentives.
  • Retargeting Ads: Using retargeting strategies to show ads to users who have visited the platform but did not convert.
  • Video Platforms: Leveraging platforms like YouTube or Twitch, where gamers and influencers often share content related to gaming.
  • Mobile App Advertising: In-app ads within popular mobile games or apps that allow for user targeting based on interests and behaviors.

By utilizing these sources, affiliates can diversify their traffic streams and reach potential players across various online environments.

Types of iGaming Traffic Sources

iGaming traffic can be categorized into the following types:

Paid Traffic: This includes traffic acquired through various paid advertising campaigns, such as pay-per-click (PPC) campaigns, display ads on websites, and targeted social media ads on platforms like Facebook, Instagram, and TikTok. Paid traffic allows affiliates to quickly reach a targeted audience and drive high-volume traffic with measurable results.

Organic Traffic: Visitors who find your platform through organic search results, blogs, SEO-optimized content, and other non-paid efforts. This traffic type requires a long-term strategy involving content creation, keyword optimization, and building quality backlinks. Organic traffic is highly valuable for long-term growth, as it tends to be more sustainable and cost-effective.

Referral Traffic: Traffic from affiliates, influencers, or other websites that refer users to your platform by linking to it. This includes both organic referrals (from websites or blogs) and influencer-driven referrals (from social media or video content). Referral traffic helps build trust, especially if the referrer is a recognized figure in the iGaming community.

Direct Traffic: Users who visit your website by typing the URL directly into their browser or through bookmarked links. This type of traffic usually results from strong brand recognition, previous engagement, or word-of-mouth marketing. Direct traffic can often indicate a loyal customer base that is familiar with your platform and returns without needing to search for it.

App Traffic: For iGaming mobile applications, traffic comes from various sources aimed at driving users to download and engage with the app. This includes app store search traffic, where users discover the app through Apple App Store or Google Play Store search results. Another key source is in-app ads, where users see ads within other apps or mobile games. Additionally, Google UAC (Universal App Campaigns) and social media campaigns can target potential users for app downloads. App traffic also involves strategies such as push notifications and mobile app retargeting, which are designed to re-engage users who may have previously installed the app but have not interacted recently.

By understanding and leveraging these traffic sources, affiliates can tailor their strategies to maximize their reach and conversions across different types of users in the iGaming ecosystem. Each traffic type serves a different purpose and can be utilized strategically based on the affiliate’s marketing goals and budget.

How Profitable is iGaming Affiliate Marketing?

iGaming affiliate marketing can be very profitable, especially for affiliates with a strong online presence. Affiliates earn commissions through CPA, RevShare, or hybrid models. The increasing demand for iGaming content and platforms makes it a great opportunity. Players have high lifetime values, which adds to the potential earnings. Success depends on the affiliate's ability to bring quality traffic, follow regulations, and gain trust with their audience.

Types of Affiliates in the iGaming Industry

The iGaming industry includes three main types of affiliates:

Unattached: These affiliates have no personal connection to the product or service they promote. They rely on straightforward promotion, usually through banner ads or generic content, without providing personalized recommendations. For example, they may use automated or broad targeting campaigns with little direct engagement with the audience.

Related: Affiliates in this category have some level of influence and can use their authority to promote products. While they are more trusted than unattached affiliates, they are not personally tied to the product or service. This could include influencers or content creators who have a niche following but don't necessarily use the product or service they promote themselves.

Involved: These affiliates have a deeper connection to the product, often sharing personal experiences or expertise. They engage their audience through reviews, video content, or in-depth guides, which helps build strong trust and credibility. A prime example is a seasoned player sharing detailed tips on an online poker platform or a streamer reviewing casino games live.

Each type of affiliate offers different levels of engagement and effectiveness. Choosing the right type depends on the affiliate's marketing goals, the audience they aim to reach, and the product they are promoting.

How to Start as an iGaming Affiliate

After you have planned and set up the necessary infrastructure, it's important to focus on building strong relationships with your affiliates. This will help you attract top performers, maintain a steady flow of traffic, and scale your affiliate program effectively.

Step 1: Planning Stage

Conduct a thorough target market analysis: Identify who your ideal players are, their preferences, and behaviors. Use data to guide your decisions.

Set clear goals: Define measurable objectives (e.g., traffic targets, conversions, or revenue goals). Analyze your business model and decide whether you want to work with cost-per-action (CPA), revenue share, or hybrid models.

Step 2: Legal Aspects

Understand licenses and compliance requirements: Research the legal requirements in different regions, including licensing needs, responsible gaming regulations, and tax laws.

Ensure compliance: iGaming affiliates must adhere to local laws. Non-compliance could result in penalties or the loss of partnerships. Know the rules in each region you target.

Step 3: Building the Tech Stack

Select the right iGaming affiliate software: Choose software that supports your business needs, whether that’s robust analytics, automated tracking, or payment solutions.

Integrate CRM, analytics, reporting tools, and payment systems: A solid CRM system is essential for managing customer relations and maintaining an effective workflow. Leverage analytics and reporting tools to track performance and optimize campaigns.

Leverage mobile analytics: Mobile traffic is crucial in iGaming. Use mobile analytics to understand player behavior, improve retention, and tailor your campaigns to the mobile user experience.

Step 4: Recruiting Affiliates

Find affiliates: Join affiliate networks, attend iGaming industry conferences, or build a referral program to attract top-performing affiliates.

Offer competitive commission models: Structure your commission models to be attractive to affiliates. Whether you opt for CPA, RevShare, or a hybrid model, ensure that the incentives are clear and motivating.

Step 5: Setting Up the Affiliate Program

Craft high-converting landing pages: Design user-friendly landing pages optimized for conversions, with clear calls to action.

Onboard affiliates effectively: Provide affiliates with the necessary tools, resources, and clear guidelines on how to promote your platform.

Define program terms, create marketing materials, and set up incentives: Clearly outline commission structures, payment terms, and offer affiliates unique marketing materials that help drive traffic.

Step 6: Managing the Program and Measuring Success

Implement multi-brand and multi-tier management strategies: If you’re working with multiple brands or affiliates, manage them efficiently with tiered structures and performance-based incentives.

Track KPIs and analyze reports: Keep a close eye on key performance indicators (KPIs) such as conversion rates, traffic quality, and ROI. Adjust campaigns based on data insights.

Address common issues: Monitor your program regularly for potential issues like fraudulent activities or low-quality traffic, and work on resolving them swiftly.

Affiliate Software for iGaming

Key Features

When selecting affiliate software for iGaming, it's important to consider several key features to ensure the platform meets your needs. These include:

Tracking and Reporting: The ability to monitor affiliate performance, track conversions, and generate detailed reports to measure success.
Multi-Tier Management: This feature allows for managing different levels of affiliates and sub-affiliates, optimizing your program structure.
Customizable Commission Models: Look for software that supports flexible commission structures such as CPA (Cost Per Acquisition), RevShare (Revenue Share), and hybrid models.
Payment Management: Ensure the software can handle payments to affiliates in various currencies and via multiple methods, such as bank transfer or e-wallets.
Compliance Tools: Compliance features to ensure the program adheres to local laws and regulations, particularly in jurisdictions with strict iGaming rules.
Real-Time Analytics: Access to real-time data to make informed decisions and quickly adjust campaigns for better results.
Affiliate Onboarding and Support: An intuitive onboarding process and ongoing support to help affiliates succeed in your program.

Key Criteria to Help You Choose the Right Affiliate Software:

  1. Scalability: Choose software that can scale with your business as your affiliate program grows.
  2. User Experience: Ensure the platform is user-friendly for both affiliates and administrators.
  3. Integration Capabilities: The software should integrate seamlessly with your CRM, payment gateways, and marketing tools.
  4. Customer Support: Look for a platform that offers responsive customer support to address any issues promptly.
  5. Security: Ensure that the software uses robust security measures to protect sensitive data and financial transactions.

Selecting the right affiliate software will help you streamline your operations and maximize the profitability of your iGaming affiliate program.

Top iGaming Affiliate Software Solutions

Choosing the right iGaming affiliate software is essential for managing partnerships effectively and driving revenue. Below, we highlight three top solutions, including Tracknow as the leading choice for comprehensive affiliate program management.

1. Tracknow

Tracknow is an industry leader in iGaming affiliate management, offering robust tools for tracking, reporting, and scaling affiliate programs. Its intuitive interface and advanced features make it a top pick for both beginners and experienced operators.

Tracknow iGaming Affiliate Software

  • Free Trial: 14 days
  • Demo: Available
  • Starting Price: $99/month (basic), $199/month (advanced)
  • Best for: Large-scale iGaming operators, startups seeking scalability

Tracknow provides unparalleled support for affiliates and operators. Its flexible commission models and seamless integration with marketing tools ensure a smooth workflow. Additionally, its compliance features are designed to meet the strict regulatory standards of the iGaming industry.

Features:

    • Advanced tracking and real-time analytics
    • Multi-tier affiliate management
    • Automated payouts and multi-currency support
    • Customizable commission structures
    • Mobile-friendly interface

Pros:

    • Highly customizable
    • Excellent support team
    • Robust compliance tools

Cons:

    • Limited free trial

2. Everflow

Everflow is a versatile platform for managing affiliate partnerships, with strong analytics and reporting capabilities to optimize campaigns effectively.

Everflow

  • Free Trial: 30 days
  • Demo: Available
  • Starting Price: $200/month
  • Best for: Medium-sized iGaming operators, performance marketers

Everflow's platform excels in providing in-depth reporting and fraud detection tools, ensuring accurate performance monitoring. Its scalability makes it suitable for growing businesses.

Features:

    • Fraud detection tools
    • Real-time campaign optimization
    • Detailed analytics dashboard
    • API integrations for custom workflows

Pros:

    • Strong reporting tools
    • Scalable for mid-sized businesses
    • Easy-to-use interface

Cons:

    • Higher entry price
    • Limited customization for smaller teams
    • Occasional performance lags

3. Affise

Affise offers a user-friendly platform designed to simplify affiliate management and streamline campaign tracking.