Guides

Both sides
of every deal.

Practical guides for operators, affiliates, streamers and creators. Where a topic has two sides, we write both and link them.

For operators For affiliates Both sides

For operators

Vetting and approval

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 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

Compliance and governance

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

Reporting and value

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 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

Commercial models

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

Streamers and creators

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

For affiliates, streamers and creators

By type of affiliate

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 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 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 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

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 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

Deals and terms

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

Staying compliant

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

Both sides

Deal terms

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 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

Rules by market

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

Money and payments

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 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 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 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 and software

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 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

Tool

CPA, rev share or hybrid?

Model what each deal pays the affiliate and leaves the operator, month by month, including a losing month and negative carryover.

Open the deal calculator

Glossary

The words, defined once.

CPA, NGR, negative carryover, postbacks. Plain-English definitions both sides can point to.

Open the glossary