How to start an affiliate program for an iGaming business? How to set up a referral system for your casino? How to build a casino affiliate website? (Spoiler alert: we’ll tell you in this post!)

In the gambling industry, everyone is talking about online casino affiliate programs, referring to them as the most effective and reliable marketing strategy.

But why?

Simply put, a well-structured casino affiliate program has the potential to boost traffic, enhance brand visibility, and significantly increase profits since casinos rely heavily on referrals.

If you’re a casino owner considering an affiliate program, but unsure where to start, you’re at the right place.

affiliate marketing software design for iGaming Industry

In this guide, we will take you through each step of setting up a successful casino affiliate program, with concrete examples and links to valuable resources. By the end, you’ll be fully equipped to start your journey into online casino affiliate marketing.

Let’s dive in!

15-Step Casino Affiliate Program Setup Cheatsheet

1. Market Research 🌐Conduct thorough research on the current iGaming market trends, target audience preferences, and competitor strategies.
2. Define Objectives 🎯Establish clear goals for your affiliate program, such as desired traffic, conversion rates, and revenue targets.
3. Select Niche 🎰Choose a specific niche within the iGaming sector that aligns with your target audience and market opportunities.
4. Obtain License 🔑Secure necessary gambling licenses and adhere to regulations for operating an online casino in your target jurisdictions.
5. Website Development 💻Create a professional, user-friendly website optimized for performance, SEO, and mobile usage.
6. Content Creation ✍️Develop engaging and informative content that appeals to your target audience, including game reviews, betting tips, and industry news.
7. Choose Software Providers 🕹️Partner with reputable iGaming software providers to offer a wide range of high-quality games.
8. Implement Affiliate Software🤝To promote your affiliate program, utilize various marketing channels like email, social media, and PPC.
9. Recruit Affiliates 🤵Reach out to potential affiliates, such as bloggers, influencers, and existing customers, to promote your casino.
10. Affiliate Training & Support 📚Provide training and ongoing support to affiliates to maximize their performance and loyalty.
11. Commission Structure 💸Develop a competitive and transparent commission structure to incentivize affiliates.
12. Marketing & Promotion 📢Utilize various marketing channels, like email, social media, and PPC, to promote your affiliate program.
13. Tracking & Analytics 📊Monitor the performance of your affiliate program using analytics to make data-driven decisions.
14. Compliance & Legalities 📜Regularly review and update your program to comply with legal and regulatory changes.
15. Evaluate & Optimize 🔄Continuously assess the effectiveness of your program and implement improvements to boost efficiency and profitability.

Understanding Online Casino Affiliate Programs

First things first, let’s unpack what we mean by the online casino affiliate program. In essence, it’s a partnership where an affiliate (a person or business) earns a commission for driving traffic or business to a casino. They promote the casino on their website, blog, social media platforms, or other channels.

The affiliate earns a commission when their referrals engage with the casino – for instance, by signing up, depositing money, or placing a bet. It’s a win-win situation: the casino partner (affiliate) gets rewarded for successful referrals and the casino benefits from new players and increased business.

The Benefits of Setting Up a Casino Affiliate Program

Before we explore how to set up a casino affiliate program, it’s worth understanding the benefits of having one. Here are the key benefits you can anticipate:

  • Increased Traffic: Affiliates can significantly expand your reach and drive more visitors to your site.
  • Enhanced Brand Visibility: Affiliates help spread the word about your casino, increasing your brand awareness.
  • Higher Conversion Rates: Since affiliates target people already interested in gambling, their traffic is often high-quality, leading to better conversion rates.
  • Cost-effectiveness: You only pay affiliates when their referrals result in business for your casino, making it a cost-effective marketing strategy.

Preparing for Your Casino Affiliate Program

Before jumping headfirst into creating your affiliate program, some planning is essential. Here are some steps to consider:

  • Define Your Goals: What do you want to achieve with your affiliate program? Are you looking to increase traffic, attract new players, or boost deposits? Clearly defining your goals will guide your strategy.
  • Identify Your Target Affiliates: Who will be the best affiliates for your casino? These could be bloggers, website owners, or influencers with a significant following among people interested in gambling.
  • Choose Your Commission Structure: Will you offer a cost-per-action (CPA) model, where affiliates earn a fixed amount for each referred player? Or will you use a revenue-sharing model, where affiliates earn a percentage of the revenue their referrals generate? Perhaps a hybrid model would work best? This guide gives an excellent overview of different commission structures.
  • Understand Legal Considerations: Different jurisdictions have different online gambling and advertising laws. Ensure you’re familiar with the regulations in all your territories.

Step-by-Step Guide to Setting Up Your Casino Affiliate Program

Now we arrive at the heart of the matter: setting up your casino affiliate program. Let’s walk through it step by step.

Step 1: Choose an Affiliate Software

Your affiliate software is the platform where your affiliate program will live. It’s crucial to choose reliable, easy-to-use software with robust features., for instance, offers comprehensive tracking, real-time statistics, and an intuitive interface, making it a popular choice among many casino operators.

👉 Top 15 Affiliate Software for iGaming Industry Compared

partner marketing software for igaming industry

Step 2: Set Up Your Program on the Software

Once you’ve selected your software, it’s time to set up your program. This involves configuring your commission structure, inputting the details of your program, and preparing your platform for affiliates. For example, offers a comprehensive guide to help you through this process.

Step 3: Create Your Affiliate Commission Structure

Now, you’ll need to decide on the commission structure for your affiliates. This will be dictated by the model you’ve chosen (CPA, revenue share, or hybrid). Ensure your commission structure is competitive to attract top-quality affiliates.

Read also:

Step 4: Create Affiliate Materials

You’ll need to provide your affiliates with promotional materials, such as banners, text links, or even articles. These materials should align with your brand and appeal to potential players. Affiliate marketing casino programs are well known for offering a lot of visually rich promotional material. Don’t miss out on this and make sure that the promotional content you are offering your partners is visually appealing, modern, and attention-grabbing.

Step 5: Launch and Recruit Affiliates

With everything set up, you’re ready to launch. Start by reaching out to potential affiliates. These might include bloggers or influencers in the gambling industry, or existing customers who could earn rewards for referring their friends.

Read also: The Power of Influencer Marketing in iGaming Partner Promotion

Step 6: Manage and Monitor Your Program

Once your affiliate marketing casino program is up and running, ongoing management is crucial. Regularly monitor your program’s performance and optimize as necessary. Engage with your affiliates, offer them support, and ensure they have everything they need to succeed.

Read also: 10 KPIs Every iGaming Company Should Measure & Track

In a Nutshell: Tips for a Successful Casino Affiliate Program

We strongly suggest reading all the posts mentioned in this article so you will have a deeper understanding of how to create your affiliate program step by step. To sum it up, it all comes down to a few best practices for managing your casino affiliate program:

  • Choose a Gambling Affiliate Tracking Software: It should cover all your current and potentially future needs, offering detailed reports and transparency as well as automating as many tasks as possible.
  • Build Strong Relationships with Affiliates: Regular communication, support, and feedback can go a long way in building successful partnerships.
  • Offer Competitive Commissions: Affiliates are more likely to promote your casino if they see a worthwhile reward.
  • Provide High-Quality Materials: The better your promotional materials, the easier it will be for affiliates to promote your casino.
  • Monitor and Optimize Your Program: Regularly reviewing your program’s performance will help you identify areas for improvement.


Setting up a casino affiliate program might seem daunting, but the right approach can be a game-changing addition to your marketing strategy. The benefits are manifold, from boosting brand visibility to driving traffic and increasing profits. With this guide as your starting point, you’re well on your way to creating a successful affiliate program.

Ready to start your journey in the world of online casino affiliate marketing?

Sign up for a free trial to see how Scaleo can make your affiliate program successful! Scaleo has been specifically designed and developed for the needs of the industry, allowing you a deep dive into player statistics, NGR, GGR, and analyzing every aspect of your affiliate program performance.

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Common Questions about Casino Affiliate Program Setup

How to start a casino affiliate network site globally?

To start a global casino affiliate network site, conduct market research to understand demand in different regions. Create a business plan outlining goals and strategies. Build a user-friendly website optimized for mobile devices. Choose a comprehensive and robust affiliate software such as Scaleo, to power your
online casino affiliate networknetwork. Use digital marketing techniques to attract casinos and affiliates. Collaborate with reputable casinos and offer enticing commission structures. Ensure legal compliance by understanding gambling laws and obtaining necessary licenses. These steps will help you launch and grow a successful casino affiliate network site.

How can I promote my casino affiliate website?

In 2024, the best and the most effective way to promote a casino affiliate website is through affiliate marketing. You can employ social media and share your freshly written content in Facebook and LinkedIn. You can also create a podcast, send out newsletters, and team up with influencers in the iGaming industry so that they will share your content and links on their social media or podcasts.

How do I set up a casino affiliate program?

To set up a casino affiliate program, you can use a platform like Scaleo, which allows you to integrate an affiliate program with virtually any API or software. You will need to choose the right affiliate platform, create compelling marketing materials, and decide on the commission structure and payout terms.

What are the essential steps for setting up a casino affiliate program?

The essential steps for setting up a casino affiliate program include:
Choosing a top-performing affiliate platform, such as
Creating compelling marketing materials
Deciding on the commission structure and payout terms
Finding and recruiting affiliates
Keeping affiliates engaged in the program
Responding to affiliate questions and tracking their effectiveness

How can I attract players to sign up using tracking links?

To attract players to sign up using tracking links, you can focus on creating engaging and persuasive marketing materials. You can also leverage SEO and social media to reach potential players and provide them with incentives to sign up through your tracking links.

How can I build a successful online casino affiliate website?

To build a successful online casino affiliate website, you should start by conducting market research and niche selection, choosing a domain name and hosting, and creating high-quality content that resonates with the target audience.

How Do Casino Affiliate Programs Work?

Casino affiliate programs are partnerships between online casinos and website owners where affiliates promote the casino on their website and receive a commission based on player referrals and activity.
1. Casino affiliate programs are partnerships between online casinos and website owners.
2. Affiliates promote the casino on their website and receive a commission based on player referrals and activity.
3. Commissions are usually based on a revenue share, CPA (cost per acquisition) or a mixed model.
4. Affiliates can access marketing materials, tracking tools and support from the casino to optimize their promotional efforts.

Last Updated on February 27, 2024


Elizabeth is a Senior Content Manager at Scaleo. Currently enjoying the life in Prague and sharing professional affiliate marketing tips. She's been in the online marketing business since 2006 and gladly shares all her insights and ideas on this blog.