by Smartico

The Ultimate Affiliate Marketing Playbook for iGaming in 2023 - TAP

The Ultimate Affiliate Marketing Playbook for iGaming in 2023

Affiliate marketing is a highly competitive field, particularly in the iGaming industry. This industry is well-known for its strict regulations on marketing, making it challenging for operators to establish and grow their online gaming businesses, including sports betting, casinos, and other gaming platforms. In this blog post, we will explore the potential and opportunities available for affiliate marketers and gaming platform owners in the iGaming industry. We will also discuss various iGaming affiliate models and emerging affiliate marketing strategies that can be applied to the industry. 

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Affiliate marketing in the iGaming sector: How does it work? 

Affiliate marketing involves two sides: 


  • The marketer – the person who owns a gaming platform


  • The affiliates – those who promote the platform to their audience. 


They come together with the help of an affiliate network, such as TheAffiliatePlatform, and negotiate an agreement that meets their respective needs. Once the agreement is reached, the publisher creates customized links, ads, and banners that direct traffic to the site offering the product or service. Affiliates receive these marketing materials and earn compensation based on their performance, which is typically determined by the leads they generate. 


Types of affiliate marketing in the iGaming niche

There are two categories of affiliates in the world of affiliate marketing: private individual affiliates and corporate affiliates.


Corporate affiliates refer to firms that have their own dedicated affiliate marketing team with the sole objective of achieving optimal results for their gaming platform partners. Due to their ability to operate on a larger scale, they can generate profits that are ten times higher than those of individual affiliates. Consequently, they are also able to secure better deals from affiliate networks.


Individual affiliates, on the other hand, may not be able to earn as much as corporate affiliates, but it is still possible for them to earn a six-figure monthly profit from this business. 


Selecting the appropriate model


To pick the best affiliate approach for this industry, affiliates should consider several factors.


As a newcomer, revenue share may appear to be the most attractive, as it generates the most cash. But it takes a significant amount of work to earn money through this model. Therefore, we recommend beginning with either the CPA or the CPL model to maintain high motivation.


These models are a safe choice since, in the beginning, you may not be aware of the quality of leads directed to your website, and these models are advantageous for the short term.


Your iGaming affiliate marketing approach is entirely dependent on how dedicated you are to this sector.


The CPA and CPL models provide quick cash and are ideal for short-term beginners. However, those who are confident in their marketing abilities and are in it for the long haul can choose the more lucrative Revenue Share model.


Another thing to keep in mind is that gaming platforms and sportsbook owners are seeking quality players to use their platforms.


Affiliates must consider the activity of their leads. If high-quality leads or players are playing and depositing actively on the platform, sales can re-occur.


For more about affiliate payment structures, please see the following article


Why you need a strong domain name


Brainstorming a name for your website or business requires careful consideration of a few key factors. Firstly, the name should be short, ideally three words or fewer, with a maximum of 20 characters.


Secondly, opting for a domain name with the .com top-level domain (TLD) is a safe bet as it is considered trustworthy globally. However, if you are targeting a specific country, it may be better to choose a country code top-level domain (ccTLD) such as .bg for Bulgaria. While these domains work best with local audiences, it’s still possible to use alternative domains. 


Also, it’s best to avoid using hyphens in your domain name as they tend to be less trustworthy. And finally, make sure your domain name is easy to remember. 


The path to success as an iGaming affiliate


Online casino affiliates produce valuable content, conduct research, and share information with the communities they serve.


They are essential in attracting new customers and act as intermediaries between an online casino or sportsbook and a paying customer, also known as the player or punter.


Although affiliate marketing has been around for a long time, and there is a wealth of information available on how to become a casino affiliate, the initial steps are simple, but the key to success is fine-tuning.


The iGaming industry has demonstrated its resilience in times of economic downturns and even during the coronavirus situation, making it a potentially lucrative market. However, it is also one of the most competitive niches, and many individuals are looking to enter it. To succeed as an iGaming affiliate, you must differentiate yourself from the competition. The first step is to research and determine the most profitable direction for you to take.


There are various options to consider within the iGaming industry, such as specializing in sports betting bonuses, pay-by-phone online casinos, or live casino reviews. Additionally, promoting iGaming services like online casinos, sports betting, live casinos, fantasy sports, or esports betting can be done in many ways. Some companies in the industry are even branching out into blockchain technology, including crypto and fintech. 


The effectiveness of influencer marketing in iGaming affiliate strategies


In recent times, influencer marketing has proven to be a successful affiliate marketing strategy for iGaming affiliates. With their trusted relationship with their audience, influencers can attract valuable users for iGaming platforms, benefiting both affiliates and publishers by enhancing the credibility and reach of their platform.


Live-streaming: a revolutionary tool for growing audiences


Live streaming platforms such as Twitch and YouTube have revolutionized the affiliate industry by providing affiliates and publishers with a helpful tool to attract new users, promote products, and expand their reach in a different space. As the live-streaming community continues to grow exponentially, affiliates are considering emphasizing safe gambling for casinos, online poker, and other gambling platforms to capitalize on this trend.


The value of quality SEO content


Developing quality organic SEO content based on iGaming and gambling can be very beneficial in engaging audiences. Addressing audience queries and questions related to the platform can drive significant organic traffic to the website, building credibility and trust for affiliates and the products they advertise.


The importance of building trust


In addition to implementing effective strategies, affiliates, and iGaming operators should work on building strong relationships with each other to share relevant information, such as promoting a new game, press releases, and in-platform updates to their audiences and players. Trust is an integral component of affiliate marketing in online sports betting and gambling, and believing in the operator’s product can attract even more players from the audience. Ultimately, the steady stream of traffic that comes to an affiliate’s website defines the profitable relationship between affiliates and iGaming partner publishers.


How to create engaging and top-notch content for your iGaming affiliate site 


Are you looking to create engaging and high-end content for your iGaming affiliate site? In the following paragraphs, we’ll discuss how you can go about doing so. 


To attract visitors and boost revenue, it’s essential to have a localization strategy for each market. While bonus and comparison sites, individual reviews, and how-to guides are common approaches, there is room for innovation.


These methods have proven to be effective in various affiliate markets, regardless of the product or service. Let’s explore some prevalent iGaming affiliate sites that demonstrate successful content marketing strategies:


Comparison and bonus review pages


These websites offer information regarding deposit bonuses and promotions, allowing the affiliate site owner to earn referral commissions on top-ranked online properties. Although PPC gaming ads may not work in some markets, this model still generates revenue worldwide.


iGaming site reviews (individual basis)


These pages deliver in-depth reviews of online gambling sites, with a focus on lengthy, detailed studies of every gambling site in the online casino/sportsbook niche, including sportsbooks, slot platforms, and poker sites. This content helps convert traffic into real and repeat players.


How-to articles


With a great demand for learning basic gambling terminology, how to play table games, and how to place bets on online sportsbooks, creating how-to guides is crucial. People are continually searching for material to better understand games, improve bankroll management, or gain a competitive advantage.


Creating high-quality niche content for sports betting and casino affiliate websites is the key to success.


Final words


In conclusion, the iGaming industry has grown into a complex and lucrative multi-billion-dollar business. All stakeholders, including online gaming and betting partnerships, reviewers, YouTubers, and marketers, benefit from affiliate marketing. Marketers, in particular, can save on marketing expenses and increase their revenue through this model.


Although affiliate marketing is a competitive business, it’s crucial to work with strategies that align with your niche to attract a broader audience and convert them into loyal customers.


While you’re here, you may also want to learn more about…

TheAffiliatePlatform by A Dedicated Solution For All Your Affiliate Marketing Needs

Powered by, TheAffiliatePlatform is a comprehensive software solution that allows for multi-brand campaign creation and tracking while keeping each brand’s affiliate registrations and access separate. 


With this affiliate system tailor-made for online casinos and sports betting, you can build strong partner relationships and expand your affiliate network on your terms. Its flexible tools can also help you optimize affiliate marketing spending with surprising efficiency. 


This white-label platform is designed specifically for casino, poker, sportsbook, and fintech operators.


In addition, TheAffiliatePlatform offers the following features and benefits:


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  • Track Everything In One Place, Build The Partnership You Want — TheAffiliatePlatform can make your next campaign the most successful one yet. It is a powerful affiliate software platform bringing casino and betting operators advanced solutions for creating, running, and tracking multi-brand affiliate marketing campaigns.


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  • Multi-Product & Multi-Brand System — TheAffiliatePlatform allows for multi-brand campaign creation and tracking and keeps the affiliate registrations and access separate for each brand. Different commission plans can be assigned per product and brand. Unite your iGaming brands into one affiliate program and manage them from one admin panel.

TheAffiliatePlatform offers many more tools, and, driven by customer requests, new features, and functionalities are released every month. To book your free in-depth demo, please click the “Request a demo” button at the top of the page.

TheAffiliatePlatform team wishes you the best of luck on your journey as an affiliate marketer!