Why the channel matters as much as the volume
The same number of depositing players can be worth very different amounts to an operator: incentivised players deposit once and leave, while content and organic traffic tends to stay.
So every deal lists the channels it accepts. Running one that is not on the list is a breach, and the usual consequence is not a warning but voided commission on that traffic, however well it converted. Repeated breaches end the relationship.
The channel families
| Family | Examples | Typical stance |
|---|---|---|
| Search and app stores | Organic SEO, app-store optimisation, paid search | Organic widely accepted, brand bidding usually restricted |
| Paid media | Social ads, native, push, pops, in-app, retargeting | Varies sharply per operator and per market |
| Direct messaging | Email, SMS, Telegram | Accepted where the list is genuinely opt-in, strict consent rules |
| Content and community | YouTube, streaming, influencers, organic social | Generally welcome, disclosure rules apply |
| Other | Incentivised, cashback and loyalty, schemes, sub-affiliates | The most often restricted, because the player intent is different |
The coverage pages show, for each channel, how many iGaming affiliate programs in our network accept it, and for each country, which channels those programmes allow.
The commonly restricted ones, and why
- Brand bidding. Paid search ads on the casino's own name. It has its own guide: brand bidding.
- Incentivised traffic. Players rewarded for signing up deposit the minimum and leave, so the lifetime value never appears.
- Doorway pages. Thin pages built only to funnel search traffic, and a reputational risk to the brand.
- Adult and some push placements. Usually a licence or brand-safety constraint rather than a performance one.
- Cashback and loyalty schemes. The player is there for the rebate, and plays like it.
Declare your channels honestly
Your application asks what you run, and the answer decides which casinos you are placed on. Understating it gets you placed on a brand that later voids the traffic. If your mix changes, tell your account manager before you run the new channel, not after the month closes.
