Partner marketing has become an integral part of the iGaming industry. As many of iGaming business owners know – a lot of doors are closing before you when you come to advertise your business. This is why partner marketing remains one of the most robust and reliable sources of steady traffic in 2023.

In this blog post, we will explore the key factors that iGaming companies need to consider to implement partner marketing and successfully achieve their marketing goals.  

partner marketing software for igaming industry

Partner Marketing as an iGaming Marketing Strategy

Partner marketing is a performance-based marketing model that has become an integral part of the iGaming industry. This model rewards partners for promoting online casinos to potential players. The partnerships between online casinos and partners allow both parties to benefit mutually. 

  • For partners, igaming businesses offer generous and lucrative commissions
  • For casinos, as we have already mentioned, it’s the most reliable and cost-effective source of traffic.

For these types of companies, partner marketing provides cost-effective advertising, increased reach and visibility, and valuable insights and feedback. On the other hand, partners benefit from passive income, flexibility and independence, and growth opportunities.

Successful implementation of partner marketing in iGaming requires choosing the right partners, offering attractive commission structures, and providing resources and support. 

The Role of Partner Marketing in iGaming Promotional Strategies - partner marketing in igaming promotional strategies

The best practices for iGaming partners include:

  • Building a strong personal brand.
  • Providing valuable content.
  • Developing a deep understanding of the industry.

Overall, partner marketing is important for the iGaming industry’s growth and success. By leveraging the benefits of this marketing model, business owners, and partners can achieve their goals and succeed in the competitive iGaming market.

Benefits of partner Marketing for iGaming Vendors

In this section, we will explore the key benefits of partner marketing for iGaming companies and how they can help drive growth and success.

Cost-effective advertising

One of the biggest benefits of partner marketing for the gambling industry is cost-effectiveness. Instead of paying for expensive advertising campaigns, iGaming companies can pay partners only for the results they produce, such as player sign-ups or deposits. This makes it performance-based marketing, meaning you don’t pay unless the partner delivers. This allows iGaming companies to save on advertising costs while still reaching a large and engaged audience.

Increased reach and visibility

Partner marketing also allows iGaming websites to expand their reach and visibility by teaming up with partners who have established followings. This way, gambling vendors can tap into these existing audiences and reach new players. This can be especially valuable for smaller or starting companies that are looking to gain a foothold in the market.

Valuable insights and feedback

Another benefit is the valuable insights and feedback they can gain from affiliate partners. Partners often have a deep understanding of their audience and can provide gambling companies with valuable insights into what players are looking for and what types of promotions are most effective. 

This feedback can help companies improve their offerings and better tailor their promotions to the needs and interests of players.

How can iGaming Companies Successfully Implement partner Marketing?

By partnering with partners with established followings, gambling companies can tap into new audiences and reach interested players. 

However, successfully implementing partner marketing can be challenging and requires careful planning and execution. 

From choosing the best affiliates to offering lucrative commission structures, here are a few insights and best practices for iGaming vendors looking to take their marketing efforts to the next level. 

What is the main key point that helps iGaming businesses get the maximum out of their partner marketing efforts?

The right partners

One key factor in successfully implementing partner marketing is choosing the right partners. As a business owner, you should look for partners who have the following:

  • a strong following
  • a solid reputation
  • and are a good fit for their brand. 

Choose partners passionate about the particular gambling branch you are promoting and who can effectively promote the company’s offers to their audience.

Attractive commission structures

Another important factor is offering attractive commission structures. iGaming companies should aim to offer attractive commissions to partners while still being profitable for the company. 

Offer different commission structures for different types of promotions, such as sign-ups, deposits, and first-time deposits, to incentivize partners to effectively promote the company’s offers.

Resources and support for partners

iGaming companies should provide partners with access to marketing materials, such as banners and links, and offer training and support to help them effectively promote the company’s offerings. 

They should also be responsive to partner inquiries and concerns and proactively address any issues. This support can help build strong relationships with partners and ensure the success of the partner marketing program.

Strong personal brand

One of the best practices for iGaming partners is building a strong personal brand. This involves creating a distinct and recognizable presence online, establishing oneself as an expert in the iGaming industry, and building a following of engaged and interested fans. 

A strong personal brand can help partners stand out from the competition and attract more players to the companies they promote.

Valuable content

This can include blog posts, videos, and other forms of content that provide insights into the iGaming industry and offer tips and advice for players. 

Providing valuable content can help build a following, establish the partner as an expert in the industry, and drive more traffic to the iGaming companies they promote.

Understanding the iGaming industry

Finally, developing a deep understanding of the iGaming industry is crucial for iGaming partners. This includes:

  • staying up-to-date with industry trends and developments
  • having a good understanding of different games and promotions
  • effectively communicating the benefits of the iGaming companies they promote. 

A profound understanding of the industry can help partners make informed decisions about which companies and promotions to advertise and how to effectively reach their audience.


Partner marketing is a crucial component of iGaming partner strategies and has become one of the main sources of traffic for casino and betting websites. This is because other forms of advertising, such as search engine and social media advertising, are often unavailable in the iGaming industry. Partner marketing offers several key benefits for iGaming companies, including cost-effective advertising, increased reach and visibility, and valuable insights and feedback. 

By partnering with the right partners, offering lucrative commission structures, and providing resources and support, iGaming businesses can effectively implement partner marketing and meet their goals. 

In short, partner marketing is a powerful strategy for casino, betting, and poker vendors looking to grow their business and reach new players in an industry where traditional forms of advertising are often limited.

Looking to get started with partner marketing? Try Scaleo, this partner marketing software was designed for the iGaming industry and will allow you to unify all your marketing efforts in one eye-candy dashboard. Try it free!

partner marketing software for igaming industry

Last Updated on January 19, 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.