Editor

Steve Evans

I’ve worked in, and somehow survived, over 25 years in the gambling and iGaming industries, covering pretty much everything from horse racing and sportsbooks to casinos, lotteries, tech, marketing and media.

LinkedIn

In his own words

I’ve worked in, and somehow survived, over 25 years in the gambling and iGaming industries, covering pretty much everything from horse racing and sportsbooks to casinos, lotteries, tech, marketing and media.

I’ve founded a few businesses along the way, had some succeed, had some not succeed, and learned considerably more from the latter.

These days I seem to spend most of my time building new things, fixing things that probably shouldn’t have broken in the first place and coming up with new business ideas when I already have far too many.

I’m a massive sports fan, particularly horse racing and football, and still genuinely enjoy an industry that has changed beyond recognition since I first got involved.

Still ambitious, still learning, still taking risks and, after 25+ years in gambling, remarkably still reasonably sane.

At BOTH

Steve writes and edits BOTH’s guides and insights. Every guide is checked against primary sources: regulators, legislation and the published terms of real programmes. See our editorial policy.

Writes about

  • iGaming affiliate marketing
  • Sports betting
  • Online casinos
  • Horse racing
  • Lotteries
  • iGaming technology
  • Gambling marketing

By Steve Evans

Guides and insights

Site owners A guide for affiliate site owners and publishers For affiliate site owners: what operators look for, keeping content compliant and current, choosing programmes and deals, tracking players and getting paid. 6 min read Commercial models CPA vs revenue share vs hybrid: which deal works for whom How CPA, revenue share and hybrid deals share risk between operators and affiliates, with a worked example and real programmes' CPA qualifying rules. 7 min read Affiliate vetting How to vet affiliates before you approve them What to check before you approve an affiliate, why the rules make it your job, how to scale checks to the partner, and a checklist your team can use. 8 min read Deal terms Affiliate deal terms checklist: what a clear deal includes A practical checklist for operators and affiliates: model, qualification, NGR, carryover, payment, tracking, prohibited traffic, changes and termination. 7 min read Streamers Promoting gambling brands as a streamer What streamers need to promote gambling brands: platform rules on Twitch, Kick and YouTube, UK labels and under-18 tests, and proving your audience. 6 min read Fraud and abuse Spotting affiliate fraud and bonus abuse The affiliate fraud and bonus abuse that programme terms prohibit, signals worth watching, how to investigate fairly, and what to put in your own terms. 6 min read Rules by market Affiliate marketing rules by market: GB, EU, Ontario, US Gambling affiliate marketing rules in nine markets, checked October 2026: who answers for affiliate ads, unlicensed brands, bonus ads and commission bans. 11 min read Content creators Gambling partnerships for content creators Gambling brand deals on YouTube, TikTok, Instagram, Facebook and X: each platform's rules, UK labels and under-18 tests, and how to approach operators. 5 min read Compliance Your responsibility for affiliates: GB operator compliance What Great Britain's rules make operators answer for in affiliate marketing, from SR code 1.1.2 to CAP 16.3 and the 2026 bonus rules, and what to require. 8 min read Governance Governing an affiliate programme: contracts to offboarding How to govern an affiliate programme so compliance is enforceable: contract clauses the rules require, monitoring, content review, takedown and records. 7 min read Money NGR explained: what's deducted before revenue share What operators deduct from gross revenue before paying revenue share, compared across eight real programmes, and why the same percentage pays different money. 6 min read Media buyers Paid traffic and media buying in iGaming affiliate marketing For affiliate media buyers: brand bidding bans clause by clause, platform and under-18 targeting rules, fraud scrutiny and the deals that suit paid traffic. 7 min read Getting approved How to get approved by operators faster What operators check before approving an affiliate and why, how to build an application pack you can reuse, and how to avoid the usual causes of delay. 7 min read Money Negative carryover explained, with real programme terms What negative carryover is, its variants from monthly reset to big-winner ring-fencing, which programmes do what, and what each side should negotiate. 6 min read Affiliate reporting What to report to affiliates, and how often What operators should report to affiliates: metric definitions, periods, data freshness, pending versus confirmed figures and adjustments explained. 5 min read Getting paid Affiliate payments: terms, thresholds and timing When affiliate commission gets paid, the minimum thresholds, methods, currencies and invoicing rules, compared across eight published programme terms. 6 min read Vetting operators How to vet an operator before you promote it Check an operator's licences market by market, read the terms that decide what you earn, and judge its payments and reporting before you send it traffic. 6 min read Affiliate value Measuring affiliate value beyond clicks: FTD, NGR, LTV How operators can measure affiliate value through registrations, FTDs, NGR, LTV and cohorts, judge quality against volume, and share the data honestly. 6 min read Deal terms Negotiating affiliate deals: what to ask for What affiliates should ask operators for in a deal: model, rate, NGR definition, carryover, qualification, payment, tracking and notice, plus red flags. 6 min read Commercial models Structuring affiliate deals: CPA, revenue share and hybrid How operators can pick CPA, revenue share or hybrid per affiliate and GEO, and set qualification, tiers and carryover so deals attract good partners. 7 min read Payment disputes When affiliate payments are withheld, and how to resolve it The reasons programme terms give for withholding affiliate commission, what deserves a challenge, the evidence to keep and a step-by-step dispute process. 6 min read Tracking Affiliate tracking and attribution: links, codes and postbacks How iGaming affiliate tracking works: links, cookie windows, last-click rules, promo codes, postbacks and what Safari's privacy rules mean for both sides. 5 min read Staying compliant Staying compliant as an affiliate: GB rules and beyond What GB rules mean for affiliates: why operators ask for what they do, the s.330 unlicensed-brand risk, CAP rules, #ad, under-18 audiences and 2026 bonuses. 7 min read Streamers and creators Working with gambling streamers and creators: due diligence Due diligence on gambling streamers and creators: platform rules, CAP 16.3.12-14, the 25% and 100,000 under-18 tests, labelling, bots and audience data. 8 min read Affiliate software iGaming affiliate software compared, from both sides What iGaming affiliate platforms do, who is behind the main ones, what operators should check and what affiliates experience. Facts only, no rankings. 5 min read Analysis GB bonus rules 2026: what affiliate content must now say The 10x wagering cap and mixed-product ban in force in Great Britain since 19 January 2026, what affiliates must update, and what operators should tell them. 4 min read Analysis Gambling streamers: what both sides need to fix Funded balances, botted audiences, under-18 reach and five years of platform crackdowns, and what operators and creators each need to change. 4 min read