iGaming affiliate marketing refers to the “iGaming” vertical (the activity of playing games for money, prizes, or rewards) in the online gambling industry. Affiliate marketing, in this case, is a form of recruiting new players through personalized links, that attribute the referred player to the partner who referred them.

Casino games, poker, sports betting, and other games of chance or skill are good examples.

This vertical is popular among iGaming affiliates because it is a rapidly growing, high-income sector. However, high payouts imply stringent approval requirements, stiffer competition, and tighter regulations across the globe.

But, if you know what you’re doing and can find the right offers to promote, you can make a lot of money in this vertical.

partner marketing software for igaming industry

In this article, we’ll look at what the iGaming vertical in affiliate marketing is, why you – as a partner, should promote and profit from it.

What does iGaming mean?

iGaming refers to the act of gambling online, which can range from betting on sports to playing casino games. This industry has grown in popularity in recent years, thanks partly to its convenience.

Because so many people now own smartphones and laptop computers, it is easy to access online gambling sites from anywhere. And with apps that allow you to play for real money, you don’t even have to leave your house.

What Is iGaming in Affiliate Marketing? - igaming in affiliate marketing

There are numerous types of online gaming, ranging from online casinos to multiplayer games, and it is estimated that there are more than two billion active iGamers worldwide. Despite its popularity, online gambling remains a contentious issue, with some countries outlawing it entirely.

The gamers industry is becoming more popular worldwide due to factors such as technological advancement, increased gambler trust in online payments, and increasing digital culture.

iGaming Facts

After the United States Supreme Court ruled in 2018 that sports betting is legal, online gambling companies began expanding their sports betting sectors, contributing to the iGaming industry’s market expansion.

The market is booming and expected to expand further in the coming years. More than 30 new igaming markets have emerged since 2015. According to VIXIO Gambling Compliance, online gaming and gambling revenues in the US market alone will exceed $18 billion by 2025!

With so much room for expansion, it’s no surprise that many affiliate marketers are looking to enter the gambling and gaming vertical. It’s a tempting market to enter because of the high payouts and simple approval process.

The global online gambling industry is expected to be worth more than $92.9 billion in the United States by 2023.

The market is worth approximately 59 billion dollars, implying that it will double in the next decade or two.

Niches to Focus On

The niches that fall under the iGaming and online casino verticals are as follows:

What Is iGaming in Affiliate Marketing? - igaming in affiliate marketing
  • Sports Betting
  • Slots
  • BlackJack
  • Roulette
  • Lotto / lottery
  • Bingo
  • Scratch Cards
  • Dice games
  • Online sports betting
  • Online casino games
  • Online Poker
  • Online Bingo
  • eSports Betting
  • Live Dealer Games
  • Mobile Gambling
  • Fantasy sports betting
  • Virtual sports betting
  • Social Gambling
  • Online horse race betting
  • Skill-based game betting
  • Cryptocurrency Casinos
  • In-Play/Live Betting

…and other card games.

How do Affiliate Conversions Count in the iGaming Niche?

When promoting an offer in the gaming vertical, keep in mind the common conversion flows (also known as payout models) in this industry.

As an affiliate, you will receive a gaming commission for each player you refer to an iGaming site, but the amount you receive is dependent on the player’s participation in the game.

There are currently only a few conversion flows for the entertainment verticals, and these are:

  • Cost per lead (CPL) The CPL campaign is a straightforward model where affiliates are compensated for every lead they direct to the advertiser. Think of it as you being the guiding hand, showing potential customers the door to the advertiser’s world. In the context of online casinos, a lead might be a new player who registers for an account, downloads the casino software, and logs in for the first time. Every successful lead means money in your pocket.
  • Cost per Action on a First-Time Deposit (CPA on FTD) The CPA on FTD is an extremely prevalent payout model in affiliate marketing. In this setup, you’re rewarded when the leads you generate take significant action, like making their first deposit on the casino platform. The amount you receive could be a fixed sum set by the advertiser or affiliate network, or a certain percentage of the player’s initial deposit.
  • Revenue Share The revenue share model is generally offered to iGaming affiliates who’ve demonstrated the quality of their traffic. In this case, you receive a portion of the losses incurred by the players you’ve referred over a specified period, often monthly. It’s a partnership model where you and the advertiser share in both the risks and rewards.

While these are the most common, some networks also accept hybrid payments. This is the point at which the affiliate is compensated for both the referral’s first-time deposit and the referral’s losses in the game for the previous month.

The iGaming vertical is an exciting and rapidly growing niche for affiliate marketers. The market is expected to grow by more than 30% in the coming years, so now is an excellent time to get involved.

Ready to Step Up Your Game?

Are you ready to step up your game in the exciting world of iGaming affiliate marketing? Then, it’s time to equip yourself with the right tools. If you run a casino or a gaming network, try Scaleo – an iGaming affiliate marketing software designed specifically for the gambling industry. With Scaleo, you’ll have everything you need to maximize your efforts and drive your success in the online casino affiliate space.

Don’t miss out on the opportunity to take your affiliate marketing to the next level. Try Scaleo today and unlock your full potential in the iGaming industry!

partner marketing software for igaming industry

What Is iGaming Affiliate Marketing?

​In affiliate marketing, iGaming is a dynamic sector in which affiliates promote online gambling platforms and earn a commission in return. These platforms include online casinos, poker rooms and sports betting sites. As an affiliate, you direct potential players to these platforms through your marketing efforts, such as content marketing, SEO, email campaigns, and more. As a partner, your earnings are usually based on the revenue generated by referred players, their deposit amounts, or simply the number of contacts you refer. It’s an exciting field that requires an understanding of both online marketing and gambling industry regulations.

How is affiliate marketing helping iGaming companies?

Affiliate marketing is helping iGaming companies in several ways:
1. Generating leads and driving traffic to their websites. 2. Increasing brand visibility and awareness in the market.
Improving customer acquisition and retention rates. 3.
4. Providing a cost-effective marketing strategy for iGaming companies.

Which are the top online casino software providers?

Some well-known gambling software providers include Playtech, Microgaming, NetEnt, and Evolution Gaming.
These providers specialize in developing and supplying software for online casinos, sports betting platforms, and other gambling websites.

What is iGaming?

iGaming refers to all the gambling and betting entertaining websites, which are basically gaming websites, but real-money gambling-based.

Who are iGaming affiliates?

Can be individuals, companies, or even large networks specializing in online marketing.
They own websites, blogs, social media channels, or email lists related to gambling, sports, or entertainment.
Possess strong marketing skills and a deep understanding of the iGaming industry.
Build trust and engagement with their audience, who are potential players for iGaming platforms.

What do iGaming affiliates do?

Create content (reviews, guides, news, etc.) promoting specific iGaming platforms and their offerings.
Use various marketing channels (SEO, PPC, social media, email marketing) to reach their target audience.
Track player acquisition and engagement through affiliate links and cookies.
Earn commissions based on the revenue generated by players they refer (often based on deposits, wagers, or net win).

What are the types of iGaming affiliates?

4 main types include: Content affiliates: Focus on creating valuable content (guides, reviews, comparisons) to attract and inform potential players.
Media buying affiliates: Utilize paid advertising like PPC campaigns to drive traffic to iGaming platforms.
Social media affiliates: Leverage their social media following to promote iGaming brands through engaging content and influencer partnerships.
Loyalty affiliates: Focus on retaining existing players through exclusive offers and personalized communication.

Do iGaming Affiliates Need to Comply with Regulations?

Yes. iGaming is a highly regulated industry, and affiliates must comply with local laws and licensing requirements.
Responsible gambling practices are crucial, and affiliates need to promote them responsibly.

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.