How to become a casino affiliate and what they do

How does one become a casino affiliate? Is this a good business?

Malta became a haven for gambling companies many years ago. To this day, there are a lot of major gambling companies with operations worldwide.

Malta's attraction has been mainly due to the legal regime and tax advantages. Gambling operators were the first to find their way to the island, followed by game providers and other companies in the B2B chain. In recent years, more and more pure casino affiliates also have established themselves on Malta.

The concept of casino affiliates was borrowed from the e-commerce industry. It involves independent businesses that promote casinos for a commission. But how do you become a casino affiliate? Is this a good business? This article will guide you on becoming a casino affiliate, the pros of the program, and what you should know before becoming one.

How casino affiliate programmes work

Affiliates act as an intermediary between the casinos and the players. They are given a tracking link that tracks players who register or play in the casino.

The affiliate programme is usually based on the belief that a business should reward its partners for the visitors or customers they bring. The entire marketing plans, therefore, follow how the affiliates perform.

How casino affiliates get paid

There are two models that are used to pay affiliates. The first one is known as the revenue sharing model. In this model, the affiliate is paid a percentage of the profit from the traffic that the affiliate generates in a month. The higher the traffic, the higher the payment.

The other model is known as the cost per acquisition (CPA)model. This is based on the action the player takes as a result of the marketing activities of the user. It could be the player signing up on a casino or making their first deposit.

Some casinos may only have one payment option while other affiliates may have the choice of more than two. It’s important to understand that some casino affiliate programs have certain restrictions that can affect the affiliate negatively. The casino restrictions may make them incompatible with the marketing program of the affiliate. Therefore, it’s important to understand the terms and conditions of a particular affiliate program.

How to become an affiliate

Many casino brands are using affiliates to improve their potential reach. Before you sign up for an affiliate program, you should look at the affiliate program page of the brand. This can be a link at the footer of the casino site that has all the key information on how to become an affiliate.

As casino brands often wants to have customers all over the world, it can be beneficial for you to start in a country where a particular casino brand lacks exposure. For example, many casinos are looking to get into the Japanese market and a site like is attractive for brands that seek exposure in that particular market. The Japanese market is particularly difficult for Malta based casino operators. There are other lucrative markets where many brands deems difficult. Large parts of Asia, and Africa are far behind Europe and North America when it comes to legal online gambling options. Choosing a newly regulated with a large population and functional payment systems, is a good start.

While it's free to sign up for an affiliate program, this is just one step of the process. After getting your affiliate link, you will need to get down to work. One of the ways that you can use to promote an affiliate program is through blogs. The casino affiliate creates content where they embed affiliate links in form of banners, text links, and so on. In such cases, it's important for the affiliate to consider their target audience and the kind of content the prospective customers are likely to respond to.

How to acquire new players as affiliates

There are several methods that casino players can use to acquire affiliates. These include:

  • Search engine optimization (SEO): This involves building a site targeting different keywords that players can use when searching for the online casino
  • Pay per click/PPC: This involves building a landing page or site and bidding for keywords that players use to search online casinos
  • Email marketing: You can create a list of potential players
  • Facebook: Creating a player’s group and promoting to the members
  • YouTube: Create videos to promote online casinos

Factors to consider before joining an affiliate program

Some key factors to consider in a casino affiliate program are:

  • Integrity: You will want to be sure that you are partnering with a well-respected casino that holds all players and partners in high regard.
  • Speedy payments: You will want to ensure that the commissions are processed in a timely and secure manner
  • Responsive marketing team: You should check out a program that is responsive and helpful to the affiliate managers and the support staff.

What you need to know before becoming an affiliate

Many casino affiliates are mostly attracted by the profits. However, it's important to carry out a background check before joining a program. This will show you if you are dealing with a reputable casino or a scam. To attract more players, affiliates should trust the brand they are promoting. Even if you have been a player at the casino for a long time, this may not be enough to become its affiliate. The program may not be friendly to affiliates.

Remember that many affiliate programs have rules that need to be adhered to. For instance, the UK Gambling Commission has rules restricting the advertising of a casino. One of the rules is that any advertisement should not appeal to underage children. Affiliates should be aware of such kinds of rules.