The words,
defined once.

A

Admin fee

A deduction some programmes apply when calculating NGR, covering operating costs, usually expressed as a percentage.

Affiliate

A business or person who promotes an operator’s brands to their audience and is paid for the customers they refer.

Affiliate fraud

Generating paid events dishonestly, for example fake or self-referred accounts, cookie stuffing or bought traffic.

Affiliate manager

The person at an operator (or agency) who recruits, approves and manages relationships with affiliates.

Affiliate programme

An operator’s scheme for recruiting, tracking and paying affiliates, with published terms and a partner portal.

Attribution

The rules that decide which affiliate gets credit for a customer, such as last click within a cookie window.

B

Baseline

The minimum activity, such as a deposit or wager amount, a referred customer must reach for the affiliate to be paid a CPA.

Bonus abuse

Customers, sometimes organised, opening accounts to extract sign-up bonuses with no intention of playing normally.

Brand

An individual consumer-facing gambling site or app run by an operator; one operator may run several.

Brand bidding

Bidding on an operator’s brand name in paid search to capture customers already looking for it; usually prohibited.

Btag

A tracking parameter in some affiliate links that identifies which affiliate referred the visitor.

C

CPA (cost per acquisition)

A one-off payment to the affiliate for each referred customer who meets the agreed qualifying conditions.

Channel verification

Proving ownership of a streaming or social channel by connecting it, so audience data comes from the platform itself.

Cohort

A group of customers who joined in the same period, tracked together to compare value over time.

Content creator

Someone who publishes video, social or written content to an audience they’ve built, and may promote brands for a fee or commission.

Conversion rate

The share of visitors or clicks that become registrations or depositing customers.

Cookie window

How long after a click a registration can still be credited to the affiliate who sent the visitor.

Creative

Approved promotional material such as banners, logos, videos and copy that affiliates use to promote a brand.

D

Deal

The commercial relationship and agreed terms between an operator or brand and an affiliate.

F

FTD (first-time depositor)

A referred customer who has made their first deposit; often the event a CPA is tied to.

Feed

A data or asset feed from the operator, such as odds, games or creative, that affiliates use to keep content current.

Flat fee

A fixed payment for placement or exposure, such as a listing position or sponsored content, regardless of results.

G

GEO

The country or regulated market a customer is in; deals, offers and rules are usually set per GEO.

GGR (gross gaming revenue)

Stakes taken minus winnings paid out, before bonuses, taxes and other costs are deducted.

H

Hybrid deal

A deal combining a CPA payment per qualifying customer with a revenue share on their ongoing activity.

I

Incentivised traffic

Visitors who sign up because the affiliate rewards them for doing so; most programmes prohibit it unless agreed.

K

KYB (know your business)

Checks that a business is who it says it is: company registration, directors and beneficial owners.

KYC (know your customer)

Identity and age checks an operator runs on its customers; in affiliate vetting, often used loosely for checks on the affiliate too.

L

LTV (lifetime value)

The total net revenue a customer is expected to generate for the operator over their whole relationship with the brand.

Licence

Permission from a gambling regulator to offer gambling in a market; affiliates should only promote brands licensed where the customer is.

M

Media buyer

An affiliate who buys paid traffic, such as search, social or display ads, and sends it to operator offers.

N

NGR (net gaming revenue)

The revenue figure revenue share is calculated on: gross gaming revenue minus the deductions the programme specifies.

Negative carryover

When an affiliate’s negative revenue share balance in one month is carried into later months and offset against future earnings.

O

Offer

A published commercial opportunity, such as a CPA for a brand in a market, that affiliates can apply for.

Operator

The licensed business that runs one or more gambling brands and takes bets or wagers from customers.

P

PPC (pay per click)

Paid search or display advertising where the advertiser pays per click; affiliates running it are often called media buyers.

Payment terms

When and how affiliates are paid: the period covered, the payment date, thresholds, methods and currency.

Payment threshold

The minimum balance an affiliate must earn before a payment is made; balances below it roll into the next period.

Postback (S2S tracking)

A server-to-server message the operator’s platform sends to an affiliate’s system when a tracked event, such as a registration or FTD, happens.

Promo code

A code a customer enters at sign-up that credits a specific affiliate or creator, useful where links can’t be clicked.

Property

Any audience surface an affiliate uses to promote brands: a website, app, social account, channel or email list.

Q

Qualifying player

A referred customer who meets the deal’s conditions for a CPA payment, such as a minimum deposit or wagering.

R

Registration

A referred visitor who has opened an account with the brand, whether or not they have deposited.

Revenue share

An ongoing payment to the affiliate of an agreed percentage of the net revenue their referred customers generate.

S

Self-billing

An arrangement where the operator raises the invoice on the affiliate’s behalf from its own commission statement.

Streamer

A creator who broadcasts live video, for example on Twitch, Kick or YouTube, and may promote gambling brands as an affiliate.

T

Tiered revenue share

A revenue share whose percentage rises as the affiliate refers more qualifying customers or generates more revenue in a period.

Tracking link

A unique link that tells the operator which affiliate, campaign or property referred a visitor.