Why the channel matters as much as the volume
Two campaigns can send the same number of depositing players and be worth entirely different amounts, because an operator does not value all traffic the same way. Incentivised players deposit once and leave. Brand-bidding traffic is often traffic the casino would have got anyway, bought back at a price. Content and organic traffic tends to retain.
So every deal specifies 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 the traffic in question, however well it converted.
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. Bidding on the casino's own name in paid search. The operator would be paying you for a player who typed their brand into a search box, which they consider theirs already.
- Incentivised traffic. Players rewarded for signing up. They deposit the minimum and leave, so the lifetime value never appears.
- Doorway pages. Thin pages built purely to funnel search traffic, and a reputational risk attached to the brand's name.
- Adult and some push placements. Often a licence or brand-safety constraint rather than a performance one.
- Cashback and loyalty schemes. The player is there for the rebate, and their behaviour reflects that.
Declare your channels honestly
Applications ask what you run, and the answer decides which casinos you can be placed on. Understating it does not help you. It produces a placement on a brand that will later void the traffic. Stating it accurately gets you matched with operators who want exactly what you have.
If your mix changes, tell your account manager before you run it rather than after the month closes.
