If there’s one thing I’ve learned after years in digital marketing, especially within the gambling world, it’s that affiliate programs aren’t just another marketing tactic. They’re the backbone of how casinos and sportsbooks reach new players in today’s landscape.
As CEO of OC24 Limited, I’ve seen how effective a well-run affiliate campaign can be. Most online casinos and bookmakers now rely heavily on performance-based partnerships. And honestly, it’s not surprising. Compared to throwing money at social media ads or influencers, affiliate marketing offers something far more powerful: real results, trackable performance, and partnerships that scale.
According to industry estimates, anywhere from 15% to 25% of an operator’s revenue comes through affiliate-driven traffic. That’s not a gimmick, that’s strategy. And if you’re building in this space, understanding how these programs work (and how to choose the right ones) can change your business completely.
What Gambling Affiliate Programs Actually Are
At their core, affiliate programs are simple. A casino or bookmaker gives you a tracking link. You send them players. If those players register, deposit, or start betting, you earn a commission.
But what looks simple on the surface is actually a sophisticated system. Operators are betting (no pun intended) that affiliates can bring in quality users, not just clicks. Affiliates, on the other hand, invest time and money into building content, SEO, and advertising that drive real conversions. And players? They benefit from finding legit casinos, transparent reviews, and sometimes exclusive bonuses.
One thing that makes these setups especially attractive is when a single network manages several casino brands. It streamlines everything—reporting, payments, creative assets—and gives you more options without juggling multiple accounts. If you’re in the space long enough, you realize that the efficiency of working with an experienced group is worth its weight in gold.
Let me break it down further.
Online Casino Partnership
When you’re promoting a casino, the content often revolves around bonuses, game selection, mobile experience, and things like withdrawal speed. Review sites, comparison tables, and even YouTube walkthroughs work really well here.
Some top casino affiliate programs I’ve worked with (and personally recommend) include:
- 7Stars Partners (casinos such as Spinanga, Rabona, Casinia)
- Playamo Partners (casinos such as 20bet, Betamo, Dragonslots)
- Jim Partners (рорulаr оnlіnе саsіnоs suсh аs Slоttіса, SuреrСаt, Slоtty Wаy)
- 22Bet Partners (22bеt аnd ВеtLаbеl)
These companies have strong brands, clear terms, and solid support, which, trust me, makes a difference when things don’t go exactly to plan.
Sports betting affiliate programs
If your audience is into football, tennis, esports, or live betting, you’re looking at a different content approach—match previews, odds breakdowns, and betting strategy guides.
Some of the best-performing sportsbook affiliate program in our network have been: Bet365 Partners, TonyBet, Betsson Group (brands such as Betsafe, InkaBet, Betsson), Mostbet.
These operators understand what sports fans care about. Their tracking works, their payout models are fair, and they convert well in both Tier-1 and emerging GEOs.
Understanding Commission Models
Here’s where a lot of new affiliates get lost: it is the commission types. It’s not just about how much you earn. It’s about when, how reliably, and how sustainable that income is.
Let’s go through the main ones:
Revenue Share (RevShare)
This one’s long-term. You get a percentage of the net revenue your referred players generate. That could be anywhere from 20% to 65%, depending on volume and performance.
My take: Great if you have steady traffic and care about lifetime value. You won’t get rich overnight, but the monthly payouts can become a dependable stream.
CPA (Cost Per Action)
Here, you’re paid a fixed amount for specific actions—usually the player’s first deposit. But be cautious. Some deals require that the deposit be above €50, for example, or only pay out if players wager a minimum amount.
Pro tip: Read the fine print. CPA sounds simple, but not all offers are created equal.
Hybrid Models
This is where things get interesting. A hybrid deal gives you a CPA bonus upfront, plus a smaller revshare component over time. It’s kind of the best of both worlds — especially if you’re still testing your traffic sources.
Fixed Fees, CPL & CPC
Fixed-fee deals are straightforward — you get paid for a placement or article, regardless of performance. CPL (Cost Per Lead) pays you for every verified signup, even if the user doesn’t deposit. CPC (Cost Per Click) is all about the click itself. Usually works best in Tier-1 regions where click value is higher.
None of these are “better” or “worse”, it really depends on your traffic, niche, and monetization strategy.
Other Terms You Should Never Ignore
I’ve reviewed hundreds of affiliate setups over the years, and here’s something I tell everyone: commission rates alone don’t tell the whole story. There are several key conditions that can make or break your results, even with a seemingly high-payout offer.
Here’s what else you should be looking at:
- Negative Carryover: This one is critical. Some programs will subtract a player’s winnings from your next month’s earnings. Others reset your balance each month. Personally, I always look for the latter, especially when building long-term revenue.
- Cookie Duration: A longer cookie window (like 60 or 90 days) gives you more time to get credit for a user’s actions. If someone clicks through your content and deposits a few weeks later, you still get paid. Short cookies (like 15–30 days) are fine for fast-converting traffic but limit your earnings potential.
- Payment Methods: Good programs offer multiple payout options like a Skrill, Neteller, PayPal, Visa, crypto, etc. Flexibility here shows that the operator respects your business model and knows how to support global partners.
- GEO Targeting: Where your traffic comes from affects your earnings. Players from Tier‑1 regions like Germany, Canada, Portugal, and the USA tend to have higher lifetime value and better retention. That’s not to say Tier‑2 countries (like Hungary, Ukraine, or the UAE) aren’t profitable, they absolutely can be, but the margins and volume game differ.
- Brand Reputation: Never overlook this. A well-reviewed, properly licensed casino converts better, has fewer chargebacks, and builds player trust. I always do background checks, both with other affiliates and with actual user reviews, before promoting a brand.
- Affiliate Support: One thing we prioritize at OC24 is reliable, human support. You want a manager who answers questions, helps you improve your campaigns, and lets you know about new promos or changes to the product. When you use a centralized marketing platform, it becomes even easier to manage multiple campaigns from one place.
What Affiliates Do to Promote Casinos and Bookmakers
Let’s be honest, earning with affiliate marketing isn’t “passive income” from day one. Most of us start by building something valuable: a niche review site, a YouTube channel, a social account, or an email list.
The most common model is a content site focused on reviewing casinos or sportsbooks. You write about different games, bonuses, payout speed, or betting markets. Over time, your pages rank on Google and bring in organic traffic. When someone clicks your link and signs up, you get paid.
Others run PPC campaigns, launch comparison tools, or build local communities. Some go all-in on esports betting, others on live dealer games. It all comes down to finding your niche, understanding your audience, and matching them with the right offers.
Real affiliates are those who succeed in the 2025 test relentlessly. We check which operator converts better in a specific GEO. We analyze KPI data to improve performance. We negotiate better revshare or hybrid deals. This is why the affiliate space is still alive and thriving, it rewards knowledge and effort.
Final Thoughts
If you’ve read this far, you’re likely serious about building something in the gambling affiliate space or improving what you already have. And I’ll be honest with you: this is still one of the most profitable marketing models out there, but only if you treat it like a real business.
I’ve worked with dozens of brands, platforms, and partners over the years. And my biggest piece of advice? Focus on reliable operators with licenses, strong backend software, flexible deals (CPA, hybrid, or revshare), and a real support structure.
Look beyond the numbers. Pay attention to trust, content strategy, and how good the offer really is for the end user. That’s what drives results, and in this industry, results are everything.
