David Morey 
When you think of iGaming, you probably picture players spinning slots or playing blackjack. But there’s a whole behind-the-scenes crew that earns big money barely touching a game or placing a sports bet: iGaming affiliates. These digital marketers work with casinos to bring in players, and in return, they pocket a cut of the winnings.
You might think it’s all about shameless promotions and pop-up ads, but the reality is much more strategic. From YouTube streams to niche communities, affiliates use a range of clever tactics to make money. In this article, we’ll pull back the curtain on how it all works and what it takes to succeed.
How iGaming affiliates actually make money
There’s no one-size-fits-all payout model in iGaming, but most affiliates make money through one (or a mix) of these methods:
- Revenue share: Affiliates earn a percentage of the casino’s profits from their referred players. If a player continues gambling, the affiliate keeps earning. Some programs offer lifetime revenue share, while others cap it at a few months. Rates typically range from 20% to 50% .
- CPA (Cost per acquisition): Affiliates receive a one-time payout for each new player they bring in, usually between $50 and $400 per depositor.
- Hybrid deals: A combination of revenue share and CPA, allowing affiliates to earn both upfront payments and long-term revenue.
- Sub-affiliates: Affiliates can recruit others and earn a portion of their commissions, creating a passive income stream.
A notable example is CasinoDaddy, a group of Swedish brothers who stream casino games on platforms like Twitch and YouTube. Their main income comes from affiliate links, fixed fees, and some donations. In recent years, their companies reported a combined annual revenue of approximately $4.5 million.
But how exactly do they convince players to click the link and start playing at the affiliate casino?
The affiliate’s secret weapons: Streams, paid ads, and communities
iGaming affiliates don’t just sit back and hope players magically show up. They use smart tactics to pull in traffic and keep the money flowing:
- YouTube & Twitch streaming: Ever watched a casino streamer hit a jackpot on a slot? That’s not just entertainment — it’s affiliate marketing in action. Streamers on Twitch and YouTube show casino games, drop exclusive bonuses, and get paid when viewers sign up through their links.
- Paid ads: Google, Facebook, and TikTok don’t exactly roll out the red carpet for gambling ads, but some affiliates find ways around the rules. Google allows gambling ads in approved countries, but you need proper licenses (Google Ads policy). Some affiliates also run native ads (those ads that blend in with articles) to drive traffic.
- Niche communities & social media: Not all players trust traditional ads, so affiliates build Reddit threads, Discord groups, and Telegram channels to connect directly with gamblers. These places are goldmines for affiliate links—people share wins, strategies, and, of course, casino recommendations.
One of the biggest success stories is AskGamblers.com, a massive casino affiliate site that was sold for €45 million in 2022. This site, built on reviews and affiliate links, turned into a multi-million-dollar business. But why are casinos ready to spend so much on affiliates? It’s just more efficient.
Why casinos pay affiliates so much
Casinos love affiliates because they bring in players without casinos spending big budgets on traditional ads. Running Google Ads for gambling keywords can cost $50+ per click (and a click doesn’t mean a person starts playing) — insanely expensive. Affiliates, on the other hand, drive traffic for a fraction of that cost, and people who follow the link are most likely to join the casino. Casinos know this and would rather pay affiliates after they deliver results than gamble on pricey ad campaigns.
What’s more, players who trust casinos (they usually do if they trust affiliates) are worth thousands. A single high-roller can be worth five or six figures to a casino over time. Even casual players bring in steady profits. That’s why casinos are happy to give affiliates a cut.
At the end of the day, affiliates are marketing machines for casinos, bringing in players for less while pocketing a nice cut themselves.
Challenges, risks, and ethics in the iGaming affiliate world
iGaming affiliate marketing isn’t just passive income on autopilot. There are real risks involved:
- Casino terms changing: Some brands slash revenue shares or shut down programs overnight, leaving affiliates with nothing.
- Regulation issues: Gambling laws shift constantly, forcing affiliates to adapt or risk penalties. A site that was fine yesterday might be banned tomorrow.
- Traffic drops: Google and social media platforms tweak algorithms all the time. One update, and an affiliate’s traffic can disappear overnight.
Then there’s the ethical side. Some affiliates promote casinos with predatory terms or don’t disclose risks to players. The best ones focus on transparency — highlighting fair casinos, responsible gambling, and not pushing players toward financial ruin just for commissions.
Final thoughts: Is iGaming affiliate marketing worth it?
iGaming affiliate marketing isn’t easy money, but for those who crack the code, it can be insanely profitable. The top affiliates rake in tens of thousands per month using YouTube, Twitch, ads, and social media to drive traffic.
But changing regulations, shady casinos, and sudden traffic drops can wipe out earnings overnight. Plus, there’s the ethical question: Are you helping players find legit casinos, or just cashing in on their losses?
For those willing to put in the work, iGaming affiliation can be a goldmine, but it’s definitely not a get-rich-quick scheme.
