“Which affiliate network should we use?” is the wrong first question. The right first question is which commission model fits your platform’s risk tolerance and cash flow — the network choice follows naturally once that’s answered.
The Three Commission Models
CPA (Cost Per Acquisition)
A fixed fee paid when a referred player completes a qualifying action, typically a first deposit above a minimum threshold. Commission rates commonly run from roughly $150 to $400 in the US market, and €100 to €350 in European programmes, capping the operator’s downside per player but transferring all of that player’s future lifetime value to the operator.
RevShare (Revenue Share)
A percentage of a referred player’s net gaming revenue, paid on an ongoing basis — commonly in the 25–45% range. This aligns long-term incentives between operator and affiliate, but exposes the operator to negative carryover risk: if a referred player wins big, the operator may owe the affiliate nothing for that period, and well-designed programmes address this with negative carryover reset provisions.
Hybrid
A smaller upfront CPA combined with a reduced ongoing RevShare percentage. Hybrid models have become the preferred structure among quality-focused programmes, since they give affiliates immediate cash flow while still rewarding them for bringing genuinely valuable, long-retained players rather than one-off sign-ups.
Comparison Table: Commission Models
| Model | Typical Range | Operator Risk | Affiliate Incentive |
|---|---|---|---|
| CPA | $150–$400 / €100–€350 per FTD | Capped, predictable per player | Volume of qualifying sign-ups |
| RevShare | 25–45% of NGR | Ongoing, tied to player performance | Long-term player quality and retention |
| Hybrid | Lower CPA + reduced RevShare | Balanced | Both acquisition and retention |
Setting up or upgrading your affiliate program?
Sub-Affiliate Tracking: A Technical Requirement, Not an Afterthought
Larger affiliate networks recruit their own sub-affiliates, which means a commission engine needs multi-level attribution that correctly flows payouts up the hierarchy, plus cross-device tracking so a player who clicks on mobile and deposits on desktop still attributes correctly to the same affiliate and click event.
Build vs Use an Aggregator Platform
- Aggregator platforms (centralised affiliate networks) consolidate multiple operator programmes for affiliates working across brands, and are the fastest way to reach an established affiliate base
- Building a proprietary in-house affiliate system gives full control over tracking, reporting, and commission logic, but is a genuine engineering project on top of the core platform build
- Many operators start on an established network for speed, then migrate to an in-house system once affiliate volume justifies the investment
KPIs That Matter Beyond Clicks and Sign-Ups
- First-time depositor (FTD) rate — how many referred sign-ups actually convert to a funded account
- Average deposit amount and wagering-to-deposit ratio, which separate high-quality traffic from volume-only traffic
- NGR per referred player at 30, 60, and 90 days — the real measure of whether an affiliate’s traffic is worth its commission structure over time
Common Mistakes When Launching an Affiliate Program
- Choosing a commission model based on what competitors advertise rather than what the operator’s own margin structure can actually sustain
- Underinvesting in fraud detection for affiliate traffic, which leaves the door open to self-referral and incentivised-traffic abuse
- Treating every affiliate identically instead of negotiating better terms for partners who consistently deliver high-NGR players
Most of these are cheap to avoid at program design time and expensive to unwind once a network of affiliates has already built expectations around the original terms.
Reporting Infrastructure Affiliates Actually Expect
Modern affiliates evaluate a program partly on reporting quality — real-time dashboards showing clicks, sign-ups, deposits, and commission accrual, rather than a monthly spreadsheet export. Programs that can’t provide this transparency struggle to attract experienced, high-quality affiliates regardless of how competitive the commission rates look on paper.
Ready to set up an affiliate program that rewards real player quality?
Related Reading
- iGaming Platform Market Growth: Operators Guide
- Trusted Online iGaming Platform: Operator Verification Guide
- Gaming Companies: Operator Development Partner Selection Guide
Further Reading & Sources
- Track360 — iGaming Affiliate Marketing 2026: Commission Models & Compliance
- Rainmaker — iGaming Affiliate Marketing: Complete Guide for Online Casinos & Sports Betting Brands (2026)
