How to set up a partner channel for player acquisition

Why the affiliate channel remains the primary channel for gambling operators

Paid casino advertising has been blocked on most major platforms — Google, Meta and TikTok restrict or completely ban the promotion of gambling products without specific licences and whitelists. In this climate, affiliate marketing has become not merely an alternative channel, but the primary scaling tool for operators worldwide.

The model is simple and beneficial to both parties: the advertiser pays only for results—such as a registration, a deposit or an active player. The affiliate covers all traffic costs and bears the risk of unproductive expenditure. For the operator, this means predictable unit economics and no costs associated with ‘idle’ ad impressions.

According to Statista, global affiliate payouts in the gambling industry exceeded $4.5 billion in 2024 and continue to grow by 12–18% annually. Operators who build their own affiliate network in good time receive a steady stream of players with an LTV 3–5 times higher than that from paid traffic.

Payment models: what should an advertiser choose?

The choice of payment model determines what type of affiliates will be willing to promote your product and how quickly your affiliate network will grow.

• CPA (Cost Per Acquisition) — a fixed payment for a qualifying deposit or registration. Ideal for operators with a clear unit-based business model. Rates for Tier-1 geos range from $100 to $280 per deposit.
• Revenue Share — a percentage of the player’s net losses on a monthly basis. The standard range is 25–50%. This incentivises affiliates to attract high-quality traffic and focus on player retention.
• Hybrid — a combination of CPA payments and RevShare. Allows you to attract top-tier partners interested in both guaranteed income and a long-term RevShare stream.

How advertisers can enter the affiliate traffic market

An operator entering the affiliate market for the first time has two options: to launch their own affiliate programme or to place an offer through a CPA network.

Running your own affiliate programme is the best option for experienced operators with a recognised brand and the budget for a tracking platform. The advertiser has full control over the terms and data. The drawbacks are the lengthy set-up period (3–6 months before the first steady flow of traffic) and the need to source partners yourself.

Advertising via a CPA network offers a faster route to market. The network already has a database of verified webmasters, its own tracking system and a team of account managers. The advertiser receives traffic within 1–2 weeks of agreeing the terms. For most new operators, the best strategy is to start with the network to test the target audience and sales funnel, whilst simultaneously creating their own programme for top-tier partners.

SharkLink: a platform for advertisers in the iGaming sector

SharkLink is a specialist CPA network in the iGaming sector and a directory of affiliate programmes, bringing together over 500 direct advertisers and more than 2,500 active webmasters and arbitrage teams. Geographical coverage spans over 170 regions, including Latin America, Europe, Asia, Australia and Africa.

For advertisers, placing an offer on SharkLink means instant access to an established network of partners without the need for recruitment costs. The platform’s managers hand-pick webmasters tailored to specific traffic types and geographical regions, which significantly reduces the time from launch to the first lead.

The main benefits of SharkLink for advertisers:

• A proven network of over 2,500 partners with verified traffic sources — Facebook, Google UAC, SEO, push notifications, and ASO.
• Transparent analytics and real-time tracking: click-to-register, register-to-deposit, and LTV by source and region.
• Minimum time to market for an offer — from 7 working days after agreeing terms with the operator.
• Support for all payment models: CPA, RevShare, Hybrid — with the option to customise KPIs for each product.
• A catalogue of affiliate programmes with ratings and reviews — organic acquisition of new partners without additional advertising costs.
• Related services for advertisers: payment providers, anti-detection solutions, trackers, app rentals.

Post an offer or register as an advertiser: gambling.sharklink.org

Examples of successful affiliate programmes in the gambling industry

Advertisers developing the terms and conditions for their own affiliate programmes often look to the practices of the market’s leading players for guidance. Below are a few examples of programmes that consistently attract high-quality affiliates and retain them thanks to their transparent terms and conditions.

• Rox Partners is the affiliate programme of Rox Casino, targeting the CIS and Eastern European markets. It offers a flexible hybrid model, stable payouts and a personalised approach to leading partners. High registration conversion rates thanks to landing pages tailored to different regions.
• GGBet Partners — the programme of one of Europe’s largest betting operators. A strong position in sports betting and esports allows it to attract an audience that is not typically found in traditional casinos. A wide range of promotional materials and a dedicated affiliate support team.
• V.Partners — an affiliate programme focused on Tier-1 and Tier-2 markets. Transparent reporting, no negative carryover of RevShare balances, and competitive rates for affiliates with SEO and content-driven traffic.
• Makebery — a dynamic affiliate programme with a focus on new geos and aggressive CPA rates for traffic sources under testing. Prompt negotiation of individual terms for teams with proven volume.

What to look out for when launching an offer

Advertisers entering the affiliate marketing channel for the first time often underestimate the operational side of things — and end up losing their budget or their reputation among affiliates. Four key factors that determine success from the outset:

The quality of the landing page and the registration funnel. The difference between click-to-registration rates of 18% and 38% is not down to the quality of the traffic, but to the quality of the landing page. Optimising for mobile traffic, the local language and payment systems in a specific region can double conversion rates without changing bid prices.

1. Realistic KPIs for lead qualification. The requirement of a ‘minimum deposit of $50 and a 5x wagering requirement’ will weed out most partners right from the start. It is best to test with minimal requirements for the first 30–60 days, then adjust accordingly.
2. Lead confirmation speed. A hold of more than 14 days without a valid reason is a signal for the partner to look for another offer. Quick confirmation of conversions builds trust and retains the best partners.
3. Anti-fraud without excessive filtering. Excessively strict filters that reject genuine players damage relationships with partners. Transparent reporting and a willingness to explain rejected leads are essential for maintaining a good reputation in the market.

Expanding the partner channel: three stages

Establishing a stable affiliate channel for a gambling operator takes 3–6 months of active work and involves three consecutive stages.

Conclusion

Affiliate marketing in the gambling sector is a long-term investment in a channel that, over time, becomes one of the most cost-effective sources of high-quality players. Operators who systematically build up their affiliate infrastructure from the very first months gain a competitive advantage that is difficult to replicate through paid traffic or SEO alone.