iGaming affiliate software compared, from both sides

iGaming affiliate software is the system an operator uses to run its affiliate programme: it tracks referrals, applies the commission rules, reports to affiliates and handles payments. Operators choose it and pay for it. Affiliates live in it, because it is the dashboard they log in to. Most comparisons online are written by vendors ranking themselves first. This one does not rank anything. It sets out what each platform says about itself, as read on its own pages in October 2026, and what each side should look for.

What affiliate platforms do

Most platforms cover the same core jobs:

• Tracking. Issuing tracking links, recording clicks and registrations, and tying players to affiliates.
• Commission. Turning player activity into CPA, revenue share or hybrid payouts, using the operator's own NGR formula.
• Reporting. Dashboards and exports for the operator's team and for affiliates.
• Payments. Monthly statements, invoices and payouts.
• Controls. Fraud and abuse checks, affiliate onboarding and audit records.

The differences sit in how flexible each of those is, and in what the platform is built around.

The main platforms, in their own words

The descriptions below summarise each vendor's own pages. Where a vendor makes a claim about itself, we say so. Where ownership is not clear from its own pages, we say that too.

MyAffiliates

Founded in 2007 by Steven Harris, who is listed as Founder and Director in Brisbane, with offices in Australia and Malta. Its site does not name a parent company. It describes affiliate marketing software for iGaming operators that brings brands and products "under one umbrella affiliate system", with multi-tier and multi-channel tracking, flexible commission structures, close-to-real-time reporting, an affiliate CRM, and multi-language and multi-currency support. Pricing is a setup fee plus a monthly fee.

Income Access

"Income Access, a Paysafe company". It combines iGaming affiliate software with an affiliate network and agency services, including programme management, media buying, PPC, SEO, social and app-store optimisation. Software features it lists include multi-channel tracking and analytics, integrated payments to partners, and attribution for online and offline acquisition, across sports betting, casino, bingo, poker, lottery, sweepstakes and forex.

NetRefer

Founded in 2005; its founder and Executive Chairman is Raphael Arnold. It describes an "AI powered" affiliate marketing platform for online casino and sportsbook operators, with BI analytics and a report builder, bot detection, operator APIs, finance and end-of-month payment tools, and data migration. FDJ United's affiliate programme runs on NetRefer.

Cellxpert

Founded in 2008; its site does not name an owner. It serves regulated iGaming and finance, covering affiliates and introducing brokers. Features it lists: real-time tracking, NGR formulas configurable by product, GEO and brand, CPA, revenue share, rebates and hybrid deals, affiliate KYC and compliance tools, fraud, bonus-abuse and chargeback risk scoring, audit logs and MT4/MT5 connectors. It claims more than 800 brands.

Affilka

Launched by SOFTSWISS in 2018 as "Affilka by SOFTSWISS". SOFTSWISS's page now calls SOFTSWISS "an authorised partner and reseller of Affilka", so the current legal owner is not clear from the published pages. Features listed include a commission constructor, multi-brand programmes, built-in affiliate payments (Neteller, Skrill, crypto and wire), event-triggered conversion tracking and S2S postbacks, sub-affiliates and custom landing pages. It states there is no setup fee.

Scaleo

We could not load Scaleo's site directly, so this summary comes from the search listings of its own pages, and its ownership is not confirmed. Those pages describe affiliate marketing software for iGaming operators and affiliate networks, as well as other verticals, with iGaming commission plans, dashboards and reports, more than 20 integrations, fraud controls, and automated invoicing and payouts.

ReferOn

Launched in 2023 by platform provider Soft2Bet. Trade press reported a management buyout on 11 May 2026 led by former General Manager Alex Bukin, now CEO. It describes CPA, revenue share and hybrid deal automation, quality-based payout triggers, real-time data, postbacks, multi-brand, multi-GEO and multi-currency payouts, sub-affiliates and audit trails.

At a glance

"Not stated" means we did not find it on the pages we read. It does not mean the feature is missing.

Networks and directories are a different thing

Two other models often appear in the same searches. Income Access also runs an affiliate network, which puts affiliates and operators in touch alongside its software. AffPapa (AffPapa Limited, Gibraltar, founded 2020) is a marketplace and directory connecting affiliates, operators and B2B suppliers, with affiliate management services, news, a conference and awards; it claims more than 2,500 affiliates and 300 operators. Neither is a tracking platform in the sense above.

What operators should look for

Operator view

Start with your own terms, not the feature list. The software has to express your commission rules exactly, or your affiliates will find the gap before you do.

• An NGR formula you can configure. Published NGR definitions differ widely. FDJ United deducts a 35% administration fee; LeoVegas has an Administration Fee with no published figure; William Hill, Rank and Super Partners list no admin fee line. The platform must reproduce your definition line by line.
• Negative carryover options. Of eight programmes whose terms we read, five carry negative months forward by default and three reset monthly with exceptions, such as fraud or chargebacks. Two ring-fence very large single-player losses. Check the platform can do what your negative carryover clause says.
• CPA qualification rules. Deposit thresholds, time windows and wagering criteria vary by programme and territory. 888's criteria, for example, differ by territory and site.
• Postbacks and APIs for affiliates who run their own tracking.
• Fraud and abuse tooling, and whether its flags show at player level.
• Payments: methods, currencies, invoices and self-billing.
• Migration: how player-to-affiliate tags move from your current system.
• Pricing model: setup fees, monthly fees and anything tied to volume.

What affiliates experience

Affiliate view

You do not choose the software, but you live with it. Before you sign, ask the affiliate manager which platform runs the programme and what the dashboard shows.

An affiliate working with several operators usually works with several platforms, one login each, because every programme picks its own. Questions worth asking:

• How fresh is the data? Vendors describe anything from real-time to periodic updates.
• Can you see player-level detail, or only totals?
• Are postbacks available, for which events, and is the CPA trigger one of them?
• Can you export clicks, registrations and earnings in a format your own tools can read?
• Which payment methods does the platform pay out to?
• Does the statement match the dashboard, and if not, which one is the record? Some programmes say plainly that their own database or calculation prevails.

Where BOTH fits

BOTH is not a tracker and is not designed to replace any of the platforms above. It is designed as a two-sided commercial layer that sits alongside them, where operators and affiliates can find each other, agree clear terms and see the same picture of a deal.