Online gambling affiliate marketing is expected to skyrocket in 2024. Anyone in the online gambling industry will tell you that affiliate marketing is an excellent revenue-generating strategy. But what is it precisely, and how do you begin?

In this post, we will provide a comprehensive overview of affiliate marketing for the gambling vertical and describe how to get started. We will discuss the fundamentals of gambling affiliate programs and offer timeless success tips.

So, whether you’re just starting out or looking for ways to improve the performance of your gambling offers, read on!

First, what is affiliate marketing?

Affiliate marketing is performance-based marketing in which a business pays affiliates (also known as publishers and influencers) for each customer attracted by their own marketing efforts. In other words, the affiliate generates revenue by promoting another company’s products or services.

And there are numerous opportunities in the online gambling industry to do so!

Affiliate marketing is an excellent way to stand out in the fiercely competitive online gambling industry, where partners can earn a substantial commission by promoting the casino brand.

I hear you ask: But, why would they choose gambling out of all the available affiliate verticals?

Why do affiliates choose the gambling vertical?

Numerous affiliate niches exist, each offering the potential to focus on a specific product or service.

Recently, the spotlight has shifted toward the gambling vertical. This popularity can be attributed to several factors.

  1. Online gambling is recognized as a highly profitable industry. Affiliates who penetrate this market stand to earn substantial profits, given the high volume of wagers placed daily.
  2. The gambling industry is experiencing rapid expansion. This growth trend shows no signs of abating, as more people express interest in gambling. This suggests vast potential for exposure and reach.
  3. There are many methods for promoting gambling products and services. Affiliates have a plethora of opportunities to engage and earn commissions, ranging from online casinos to sports betting.

The gambling industry should certainly be a consideration for anyone seeking a potentially profitable and exciting affiliate marketing vertical. 

Types of Gambling Offers

Gambling has been a popular pastime since ancient times, and the start of online gambling has made it even more accessible. If you’re considering becoming an affiliate for an online gambling site, you’ll need to familiarize yourself with the various affiliate offers available.

Gambling Affiliate Marketing Full Guide: Offers, Insider Tips & Networks - gambling affiliate marketing

There are a few of them:

  • Casino Games

Casino Games offer the opportunity to win large prizes through skill or chance. Numerous casino games are available, including slot machines and roulette.

  • Sports Betting

Sports betting is a common method of wagering on the outcomes of sporting events. Numerous sports are available, and a variety of betting options are available. American football, soccer or football (not American), and basketball are popular bet-on sports.

  • Poker and Card Games

Poker and card games allow one to gamble against other players instead of the house. This means that skilled players have a greater opportunity to win money. Poker and card games offer various stakes to accommodate players of all financial means.

  • Bingo

Bingo is a popular gambling game commonly associated with senior citizens. However, people of all ages can enjoy bingo, and it allows them to win small prizes relatively easily.

  • Lotteries

Lotteries provide the opportunity to win large prizes through chance. There are numerous types of lotteries, including instant-win games, scratch cards, and draw games. Lotteries provide the opportunity to win life-altering sums of money.

Gambling Affiliate Marketing Offers

When you launch a gambling affiliate program, you can provide various types of offers to your partners.

These can include:

Gambling Affiliate Marketing Full Guide: Offers, Insider Tips & Networks - gambling affiliate marketing
Scaleo dashboard

Revenue Share

Under a revenue share agreement, an affiliate earns a percentage of the revenue generated by the players they refer. This percentage typically ranges between 20% and 50%. If the affiliate succeeds in referring high-rolling players, it can prove to be a highly profitable option.

Cost Per Acquisition (CPA)

With CPA deals, the affiliate earns a fixed commission for every player who signs up and makes a deposit. The commission amount is pre-set and is usually a substantial one-time payment.

Hybrid Deals

Hybrid deals combine elements of both CPA and revenue share models. In such a deal, affiliates could earn a smaller one-time payment for each player they refer and a percentage of their generated revenue over time.

Program Payouts

There are two primary types of affiliate programs for online gambling based on payout:

  • that offer a commission on player losses,
  • that offer a commission on player activity.

With a loss-based program, also known as a loss-leader program, affiliates receive a commission whenever a player they referred to a gambling website loses money (or in other words – the casino earns).

RevShare is a revenue-sharing program in which the affiliate receives a predetermined percentage of player losses, net of fees. Depending on the business and affiliate offers, RevShare can range from 30% to 80% of player losses.

In an activity-based (or CPA) program, affiliates receive a commission in two ways:

  • based on First-Time deposits (can be RevShare or fixed rate)
  • based on leads (fixed rate).

Loss-based and activity-based affiliate programs are equally prevalent, with some gambling companies and affiliate networks employing a combination of the two (termed a hybrid program).

Who is the potential audience of the gambling vertical?

Regarding the gambling vertical, there is no universal answer to the question “of “who the target audience is?”. Nonetheless, a few typical demographics are associated with this type of content. 

For example, the gambling vertical’s demographic consists primarily of men between the ages of 21 and 35. They typically reside in urban areas, are single, have a college education, and earn a moderate income.

Older generations are in the minority because they favor land-based and physical casinos. Nonetheless, due to the COVID-19 pandemic, older generations are beginning to appreciate online gambling.

Notably, gamblers are not always men; women also gamble.

Add some creative elements in order to reach this audience.

Gambling Affiliate Marketing Full Guide: Offers, Insider Tips & Networks - gambling affiliate marketing

Show the winners or participants. Photos of average citizens are more welcome than those of models.

Gambling Player Behavior

The practice of gambling has existed for centuries. While gambling’s methods and motivations have evolved over time, one thing has remained constant: the human desire to take risks in the hopes of winning big.

Therefore, understanding gambling behavior is necessary for anyone who wishes to maximize their gambling experience. Ultimately, understanding how players behave can help gamblers make more informed decisions.

Types of Players Based on Risk Tolerance

Understanding one’s own risk tolerance is essential for making intelligent decisions regarding how to promote gambling affiliate offers. The majority of players fall into either the risk-averse or risk-seeking category.

1. Risk-Averse Players

Bets by risk-averse players tend to be more conservative. Conservative players may not win as frequently but are less likely to incur significant financial losses.

If your audience falls into this category, sending them CPA-based affiliate offers is best so you don’t lose money in the long run (if the program you’re enrolled in deducts player winnings).

2. Risk Seekers

Risk-takers, also called aggressive players, are more likely to take risks and place large wagers. In some games, aggressive players may have greater success, but they also run the risk of losing more money. 

You would do well to promote affiliate offers with recurring payouts or loss-based programs for these audiences.

Types of Players Based on Experience

The players’ expertise and level of experience also influence their behavior.

In general, novice gamblers are more cautious than seasoned gamblers, who are typically more confident in their abilities. Unfamiliar with the rules and strategies of a game, a player is at a disadvantage compared to one who is well-versed in the game.

To earn more money, you should focus on novice gamblers. This requires identifying new audiences unfamiliar with online gambling and persuading these first-time players to place impulsive gamblers online.

Types of Players based on Playing Frequency

Most online gambling players can be classified into one of three categories based on their playing frequency.

  • Casual: The first category consists of players who gamble only occasionally. They may play a few hands of poker with friends or wager on the Super Bowl, but gambling is not a regular occurrence.
  • Regular: The second category consists of frequent gamblers who do not necessarily gamble every day. They may visit a casino once per week or place daily wagers online.
  • Hardcore: There are also gamblers who are so addicted to the activity that they cannot go more than a few days without placing a wager. They may spend hours every day at the casino or gambling online.

While there is some overlap between these three categories, most players fall into one.

It varies greatly from person to person. Online gambling is significantly more convenient than its offline counterpart because there are no physical casinos to visit and no travel expenses.

This likely explains the industry’s rapid expansion.

More and more individuals are discovering the pleasures of online gambling from the convenience of their own homes. And because there are so many games and websites available, there is always something new to try.

When is the best time to run online affiliate gambling offers?

There is no simple answer to the question of the optimal time of year to run affiliate offers for online gambling. Numerous factors come into play, including the type of gambling product being promoted, the target audience, and the industry’s current trends.

Nonetheless, there are a few general guidelines that can help maximize the efficacy of any gambling affiliate campaign.


It is essential to consider the gambling industry’s seasonality before anything else. During the fall and winter months, sports betting is typically more prevalent when there are more major sporting events. Ensure that you are current on major sporting events like the Super Bowl and the World Cup.

In contrast, casino games are typically more popular during the spring and summer.

You should avoid running the promotion during times when people are more likely to spend money on other things, such as the holidays. Instead, focus on times when people are more likely to have disposable income, such as during summer vacation or after receiving a tax refund.

Consequently, it is often advisable to tailor affiliate gambling offers to these seasonal trends.

Time of the day

When advertising gambling products, it is also essential to consider the time of day. You should promote your offer during times when people are more likely to gamble, such as after work or on the weekend, if you’re targeting casual gamblers.

However, if you’re targeting serious gamblers, you should run your offer when they’re more likely to be actively seeking out new gambling opportunities, such as after a significant loss or during a dry spell. 

Current Trends

Lastly, it is important to be aware of current trends in the gambling industry. For instance, mobile gambling is currently one of the most popular industry trends. Consequently, running mobile-specific gambling affiliate offers can be an effective means of reaching a greater audience.

How to choose a GEO location for a gambling offer?

Given the fact that gambling is illegal in many parts of the world, it can be difficult to determine where to direct your marketing efforts. There are several important factors to consider when deciding which countries to target with your affiliate gambling offers.

  1. You must confirm that online gambling is permitted in the country.
  2. Consider the population size and density; after all, the more people in a country, the greater the number of potential customers.
  3. You’ll also want to consider the country’s average income level; while wealthier citizens are more likely to gamble, they are also more likely to be aware of online scams, so you’ll want to ensure that your offer is of high quality and trustworthy. Due to their lack of exposure to casino and betting offers in the past, a number of Tier 3 nations are establishing themselves as excellent options.

Canada, Germany, certain regions of the United States, and the United Kingdom are among the best countries to target with gambling affiliate offers, given the above criteria.

These nations all have large populations, high per capita incomes, and legal online gambling industries.

Therefore, if you want to get started with gambling affiliate marketing, these are some good places to begin.

What kind of traffic works best for gambling offers?

Almost any type of traffic can be effective for promoting gambling affiliate offers. Choosing the best traffic source for affiliate marketing offers in the casino and gambling industry can depend on various factors, such as the target audience, location, and specific offers. 

However, based on general industry trends, the following sources are often found to be effective:

Push Ads

In the world of gambling, timing is crucial, and being able to engage potential bettors instantly is key. Push notifications is an optimal tool for real-time interaction. Gambling is often driven by impulses rather than rationality, making immediate, attention-grabbing push notifications especially potent. 

These notifications offer a personalized, interactive experience that most ads can’t match, allowing immediate response to the offer. And given today’s mobile-centric lifestyle, push notifications provide a powerful way to tap into a broad audience. For those seeking success in the gambling industry, utilizing push notifications is a strategic move.

Pop Ads

Pop ads have established themselves as an efficient form of online advertising for gambling offers due to their high visibility and placement on high-traffic websites, ensuring potential customers won’t miss them.

Additionally, they are cost-effective for businesses aiming to reach large audiences without significant expenditures. It’s no wonder that pop ads have gained popularity as a favored online advertising format in the gambling sphere.

Direct Click Ads

Direct-click ads, also known as domain redirects or zero-click ads, are effective for casino and betting promotions as they occupy the full page, ensuring maximum visibility. 

As these ads display without requiring any action from the user, the initial moments are vital for capturing their interest. Hence, crafting an enticing offer and compelling call to action to prompt further user engagement is essential.

Insider Tips for Success in Gambling Affiliate Marketing

Success in gambling affiliate marketing doesn’t come overnight, but the following insider tips can give you a significant leg up:

  • Target the Right Audience

Identifying and targeting the right audience is key. Conduct market research to understand what types of players are most likely to engage with your offers.

  • Optimize Your Website for SEO

SEO optimization will drive organic traffic to your site, boosting the visibility of your offers. Use relevant keywords, create quality content, and build backlinks to improve your site’s SEO.

  • Track and Test Your Campaigns

If you have robust affiliate software such as Scaleo, tailored for the gambling industry, such as Scaleo, you can regularly track and test your campaigns to identify what’s working and what’s not. Most affiliate programs offer basic tracking tools that can help you with this; however, having advanced stats and visualized data is of great help.

  • Stay Up-to-Date With Industry Trends

Keep up with industry trends to stay ahead of the competition. Blog posts about the iGaming business can provide you with the latest news and insights.

Power Your Affiliate Marketing Efforts with Scaleo

If you read so far, I hope you realize that operating an affiliate network in the gambling industry or adding an affiliate program to your casino can tremendously increase your business’s income and ROI.

That’s where Scaleo comes into play!

Scaleo is a dedicated affiliate software solution designed specifically for the gambling vertical. It serves as a conduit of trust and transparency for online casinos, sportsbooks, and gambling affiliate networks, enhancing their credibility in a highly competitive market.

Gambling Affiliate Marketing Full Guide: Offers, Insider Tips & Networks - gambling affiliate marketing

By leveraging the power of data, Scaleo‘s gambling affiliate marketing system provides businesses with in-depth insights into player behaviors and activities. These comprehensive insights empower businesses to enhance their conversion rates and accurately evaluate the worth of each traffic source.

This valuable information aids businesses in focusing their efforts on the most profitable channels, thereby maximizing their revenue potential.

igaming affiliate software dashboard data visualization

Recognizing the risks associated with fraudulent activities, Scaleo integrates a proactive fraud prevention system. This feature works tirelessly to identify and counteract fraudulent activities, providing businesses with the peace of mind that their operations are protected against potential threats.

One of Scaleo’s unique selling points is its ability to seamlessly integrate with your business domain. This seamless integration ensures a consistent user experience while maintaining brand integrity. 

Scaleo igaming affiliate software tier commission plans

As a result, end users perceive the partner program as an integral part of your website, reinforcing the sense of brand unity.

Try it free for 14 days – no credit card required!

partner marketing software for igaming industry

Looking Ahead: The Future of Gambling Affiliate Marketing

The future of gambling affiliate marketing looks promising, with the global online gambling market expected to grow significantly over the next few years.

Advancements in technology, including mobile gaming and live dealer games, offer new opportunities for affiliates. By staying on top of these trends and continually optimizing your strategies, you can ride this growth wave and achieve success.


Today, we have discussed all the aspects of the online gambling industry and how you can leverage this knowledge to optimize your affiliate offers. Following this guide can promote your gambling offers more effectively and profitably.

We hope this has given you a good starting point and some ideas on getting started in this exciting industry. Remember, always research before signing up with any affiliate program vendor, and read the terms and conditions carefully. With some luck and hard work, you could be on your way to making some serious profits in no time!

How to be an agent in online casino?

Have you ever wondered why some people promote certain casinos and refer traffic through a coupon code, while also making money along the way? These people have become the casino’s partners, promoting their casino website through a referral program where they get a cut for each referred person and their losses.

How to promote gambling affiliate website?

Several effective strategies can be employed to promote a gambling affiliate website. One of the most important steps is optimizing the website for search engines, using keywords and relevant content to attract organic traffic. Additionally, utilizing social media platforms can greatly increase visibility and reach by engaging with potential customers and sharing valuable content. Another effective method is collaborating with other websites and influencers in the gambling niche, leveraging their audiences and credibility to gain exposure. Additionally, running targeted online advertising campaigns can help drive traffic and increase conversions. Finally, it is crucial to continually analyze and refine marketing strategies, keeping up with industry trends and adjusting accordingly to maximize the website’s visibility and success.

What are gambling affiliate programs?

Gambling affiliate programs refer to any affiliate program promoting casinos, betting and other gaming activities where people bet real money and can win or lose real money. People who refer others to these gaming websites are considered to work for gaming affiliate programs.

Last Updated on April 12, 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.