By Alex Rivera · Last updated: October 2026
Quick answer: iGaming operators run affiliate programs in one of three ways: a managed affiliate program, where an agency recruits and manages partners for a fee or a share of affiliate revenue; affiliate software run in-house, such as Income Access, NetRefer, Cellxpert or MyAffiliates; or a hybrid, where you own the software and outsource recruitment. For established operators, affiliates typically deliver 30–60% of new depositing players, so getting this choice right matters.
Managed service vs software vs in-house
| Option | How you pay | Time to results | Best for |
|---|---|---|---|
| Managed affiliate program (agency) | Management fee, % of affiliate-generated revenue, or both | Live within weeks; partners ramp over months | New operators without an affiliate team |
| Affiliate software + in-house team | Software fee (≈$350–$5,000+/month; $10,000+ enterprise) plus salaries | 3–6 months to hire and ramp | Operators who want full control and data ownership |
| Hybrid | Software fee plus agency fee for recruitment | Weeks to launch, compounding over time | Growing operators entering new GEOs |
Cost and timeline ranges from Track360 (June 2026) and AffPapa (Sept 2026).
What an affiliate manager does
- Recruits and vets affiliates in your target GEOs
- Onboards partners and supplies creatives and tracking links
- Negotiates CPA, RevShare and hybrid deals
- Reviews performance and optimises commissions
- Polices fraud: bonus abuse, self-referral and junk traffic can eat 10–20% of an unpoliced budget
Affiliate management platforms
| Platform | Type | Pricing model |
|---|---|---|
| Income Access (Paysafe) | Standalone | Enterprise / custom |
| NetRefer | Standalone | Enterprise / custom |
| Cellxpert | Standalone | Enterprise / custom |
| MyAffiliates | Standalone | Enterprise / custom |
| ReferOn | Standalone | Hybrid |
| PartnerMatrix (EveryMatrix) | Integrated | Enterprise / custom |
| Affilka (SOFTSWISS) | Integrated | Hybrid |
For a fuller comparison, see our guide to iGaming affiliate software.
Managed affiliate services
CliqBetter offers an iGaming affiliate managing service and runs iFFILIATE, a marketplace connecting operators and affiliates (disclosure: both are our products). When evaluating any agency, ask for case studies in your GEOs, who owns the affiliate relationships if you part ways, and how they report on cost per first-time deposit.
How to choose
- Keep ownership. Make sure the program, tracking platform and affiliate contracts are in your name.
- Pay for results. Tie agency fees at least partly to depositing players, not sign-ups.
- Compliance stays with you. Outsourcing execution doesn’t outsource your licence obligations, so vet affiliates’ marketing.
- Insist on real-time reporting across brands and GEOs.
FAQ
What is a managed affiliate program?
An agency runs your affiliate channel day to day (recruitment, onboarding, creatives, commission optimisation) while you keep ownership of the program, brand and platform. It is also called outsourced program management (OPM).
How much does affiliate management cost?
Agencies charge a management fee, a percentage of affiliate-generated revenue, or both. Software alone typically costs about $350–$5,000+ per month, and $10,000+ for enterprise set-ups.
How many players do affiliates bring?
For established operators, affiliates typically deliver 30–60% of new depositing players.
Should I outsource or build in-house?
Outsource to launch fast or enter new GEOs; build in-house once the channel is large enough that control and margin matter more than speed. Many operators run a hybrid.