With thousands of betting sites competing for attention, customer acquisition costs in the casino industry are astronomically high.
Instead of spending millions on traditional TV ads, casinos pay independent website owners to send them traffic.
Understanding Revenue Share and CPA
If a player clicks the affiliate’s link, registers an account, and deposits money, the affiliate earns a commission.
The most common payment structure is called Revenue Share (RevShare), where the affiliate earns a percentage of the player’s losses.
- Affiliates only get paid on the ‘Net Gaming Revenue,’ meaning the casino deducts the cost of bonuses and licensing taxes first
- If a referred player wins a massive jackpot, it can push the affiliate’s account balance into the negative
- Most programs implement a ‘No Negative Carryover’ policy, wiping the slate clean at the start of every month
Navigating the Morals of Casino Marketing
Promoting a highly addictive and financially risky product presents significant ethical challenges for many marketers.
Responsible affiliates heavily promote safe gambling practices and only partner with strictly regulated, legitimate operators.
| Affiliate Tactic | Ethical Approach | Unethical Approach |
|---|---|---|
| Casino Reviews | Honest breakdown of terms and RTP | Hiding predatory bonus rules |
| Marketing Angle | Promoting as entertainment | Promoting as a way to get rich quick |
While the industry is incredibly lucrative, it is highly competitive and closely scrutinized by government regulators.