The gateway to success in iGaming, whether you’re running a sportsbook or an online casino, is effective affiliate management. iGaming affiliate software gives operators the tools to recruit, manage, and build their own pool of top-performing affiliates in the industry.
But a standard or generic iGaming affiliate management platform doesn’t offer much capability for brands that are growing fast. Both startups and multinational betting and gaming corporations are now going for advanced iGaming affiliate management tools. They help overcome the challenges brands experience when scaling affiliate programs, such as managing multiple verticals, ensuring transparency, and increasing ROI.
So, how can you tell if a tool has the right features to help you scale your iGaming affiliate program? Look out for these top five features:
- Sub-affiliate tier management;
- API integrations;
- Granular real-time reporting;
- Custom payment workflows;
- Automated compliance tools.
Read on to get more details on each and Cellxpert’s offerings.
Feature 1: Sub-Affiliate Tiers
In affiliate marketing, you will come across two usages of the term sub-affiliate:
Sub-Affiliate Networks
The first one is sub-affiliate networks, which refer to middlemen who connect affiliates and affiliate programs. The networks serve as the primary affiliates, who in turn recruit other marketers known as sub-affiliates. If you set up an iGaming affiliate program that allows sub-affiliate networks, it’s only the primary partner who will have an account in your program. You will pay the primary partner and give them details on which sub-affiliate link generates the commission. In turn, they will pay their network of affiliates accordingly.
Sub-Affiliate Programs
The second one is sub-affiliate programs. They allow affiliates to refer other marketers and receive extra commissions when their referrals earn commissions. The earnings or bonuses for bringing in more affiliates are recurrent for most programs. Sub-affiliates, referred by the main affiliate, possess accounts within the operator’s program. That’s where sub-affiliate tiers come in.
An advanced iGaming affiliate management platform should allow operators to set up programs with multi-tier commissions. This means when a partner refers 100 other affiliates to the program, they all join his tier and all get accounts in the program.
You can have a two-tier affiliate structure or go higher, forming a bigger chain if the management software is capable. In a multi-tier system with more than two tiers, those sub-affiliates can also refer others and the main affiliate will also earn commission on their earnings. However, you will be responsible for paying them all, unlike with sub-affiliate networks.
Benefits of Sub-Affiliate Tiers
One of the benefits of sub-affiliate tiers is that they motivate affiliates to onboard other affiliates and bring targeted traffic to your platform. This creates exponential network growth where your pool of affiliates multiplies organically. As a result, your affiliates market both your iGaming platform and affiliate program.
The sub-affiliate tiers also incentivize affiliates to become invested partners in the affiliate program’s success. That’s because their earnings potential grows with their pool of referrals. Since they will only get bonuses when their referrals earn commissions, the affiliates will carefully select and mentor their sub-affiliates. Therefore, this alignment of interests often leads to higher-quality traffic and more strategic promotional efforts.
Some of the sub-affiliates may have better mastery of specific niches or regions and introduce your brand to new markets more effectively. As an operator, this means you will diversify revenue streams and increase reach. So, utilizing iGaming affiliate software with a multi-tier commissions add-on and sub-affiliate network capabilities is a strategic move for operators who want to increase their online presence and revenue.
In a multi-tier commission structure, operators can assign different commission rates to each tier. Also, they can configure commission structures to include fixed rates or percentage rates based on total sales.
Cellxpert’s Sub-Affiliate Tiers System
Managing complex multi-tier structures requires sophisticated tracking and payment systems. But it doesn’t have to be that complicated. Cellxpert’s iGaming affiliate management and tracking software offers operators a simplified method to maximize online presence and increase revenue with sub-affiliate tiers.
With Cellxpert, operators get an automated tier management system that handles everything from sub-affiliate recruitment tracking to commission calculations. Here’s what you can expect:
- Real-time performance monitoring across all tiers
- Automated commission calculations and distribution
- Customizable tier structures
- Simple setup for sub-affiliate structures
Our system ensures that operators maintain full control of their affiliate programs while minimizing administrative burden. Want to implement flexible commission structures that incentivize both recruitment and performance? Or want to set different rates for various traffic sources or game types and adjust tier levels based on performance metrics? Cellxpert can allow all that and gives you the right technology and freedom to scale your affiliate program with ease.
Feature 2: Affiliate API Integrations
API stands for “application programming interface”, and it is a technological tool that allows systems or applications to communicate and share data with each other directly. There is no need for human intervention or a user interface.
With that in mind, API integrations are like bridges that let operators connect affiliate management platforms and other software applications. This means iGaming affiliate management platforms can connect with the core operator systems like casino platforms, sportsbooks, and player management systems.
As a result, they link player tracking, commission calculation, reporting, and payment processing systems. The primary goal of this feature is creating a seamless data flow that captures every step of a player’s journey from initial referral to long-term engagement. Integrations also allow partners to connect affiliate programs with various third-party software like Google Analytics.
Key Benefits
Why should you care about affiliate API integrations? One of the benefits they offer when scaling affiliate programs is their ability to streamline the data flow. Since no manual input is necessary, they reduce the risk of human error and boost efficiency.
This way, operators can maintain seamless operations while:
- Maintaining consistent tracking across multiple brands and products;
- Segmenting traffic sources automatically;
- Adapting to regulatory changes instantly.
Beyond simple data transfer, affiliate API integrations help affiliate platforms transform raw data into actionable insights. Having timely reports into different metrics like predictions about player behavior and potential revenue streams enhances the marketing collaboration efforts between operators and affiliates.
Affiliates also benefit from enhanced data management. It lets them optimize their marketing strategies, track conversion rates more precisely, and create more targeted campaigns. Further, operators can better see which affiliates drive high-quality traffic, reduce fraud risks, and create more transparent, data-driven partnerships.
Cellxpert’s Affiliate API
Cellxpert’s API suite allows operators to connect their affiliate program with other tools and platforms that they already use, including CRM, gaming platforms, payment processors, and analytics tools. The platform is also flexible for custom integrations tailored to specific operator needs, whether it’s connecting with proprietary systems or implementing specialized tracking solutions.
Feature 3: Granular Reporting
Gathering data in affiliate marketing is important, but it’s not enough. The real power of the data and success comes from understanding it. That’s where granular reporting comes in handy.
Granular reporting means accessing extremely detailed, specific data about marketing performance, going far beyond surface-level metrics. Instead of just seeing total conversions or revenue, granular reporting provides deep, precise insights such as:
- Exact source of each player (specific website, campaign, or marketing channel);
- Detailed player behavior after registration;
- Performance broken down by factors like geographic region, device type, or time of day;
- Individual conversion rates for different traffic sources;
- Specific game preferences of referred players;
- Lifetime value calculations for each referred player;
- Precise commission breakdowns.
For example, instead of just knowing an affiliate generated 100 players, granular reporting would show exactly how many players from a specific website were converted, which games they played, how much they deposited, and their ongoing value to the platform. Such insights allow both affiliates and operators to identify trends, spot opportunities, and make data-driven decisions that drive growth.
Key Benefits
Measuring success and optimizing performance is critical in iGaming affiliate marketing. Granular reporting gives operators and affiliates the information they need to measure success and take strategic actions. It provides actionable insights through detailed breakdowns of key metrics like net gaming revenue (NGR), first-time deposits (FTDs), ROI, and player lifetime value.
Such details reveal what’s working and why it’s working. You can also tell what needs improvement. So, accessing granular-level real-time reports helps operators optimize their programs. They can also identify high-performing affiliates and campaigns for targeted optimization.
Cellxpert’s Granular Reporting Capabilities
Cellxpert’s advanced reporting tools convert complex iGaming data into clear, actionable insights. Operators can instantly view a program’s performance from our real-time dashboard. Then use customizable reports to drill down into specific metrics that matter most to their business.
For instance, the platform’s advanced filtering and segmentation capabilities enable operators to:
- Track performance across multiple brands and verticals simultaneously;
- Monitor affiliate activity patterns to identify potential compliance issues;
- Analyze player behavior to optimize commission structures;
- Generate automated reports for stakeholders at every level.
Feature 4: Custom Payment Workflows
Offering transparent and reliable payments is crucial when scaling affiliate programs. It creates the foundation of lasting and profitable partnerships.
An ideal advanced iGaming affiliate management platform must have automated and custom payment workflows. These are basically tailored systems that allow operators to personalize how they pay affiliates. Operators can customize payouts using various factors like commission structures, cash out thresholds, and payment schedules.
Such customization also helps to create clear payment terms and program rules. Creating clear expectations can improve transparency and help to avoid confusion and disputes. After all, transparency is the foundation of trust and loyalty in affiliate relationships.
Key Benefits
They give operators the flexibility to customize payment schedules, thresholds, and commission structures. This is important because one-size-fits-all payment structures limit growth potential. Being able to create highly personalized payout experiences means operators can also offer customized bonuses and commission models to increase affiliate motivation.
Additionally, they contribute to the development of affiliate trust and loyalty. That’s because they are mostly automated, which reduces the risk of human error and ensures timeliness. Transparent payment tracking, automated notifications, and detailed earning breakdowns give affiliates confidence in the program’s integrity. This transparency, combined with reliable payment execution, significantly increases affiliate loyalty and program stability.
Cellxpert’s Custom Payout Workflows
Cellxpert also stays competitive in the payouts sector. Our iGaming affiliate software offers automated payment workflows that can help operators ensure accurate, transparent, and timely payouts. Whether you’re managing varying revenue streams, different payment methods, complex commission structures, or multi-currency transactions, Cellxpert will help you to easily turn the challenges into streamlined, automated workflows.
Expect the platform to handle everything from revenue share calculations to bonus distribution while maintaining detailed audit trails for every single transaction. The automation includes custom validation rules and automatic approval processes. Although you may still need to hire an affiliate manager to focus on recruiting and maintaining relationships, this ensures accuracy while reducing administrative overhead.
In short, iGaming operators can easily:
- Configure multiple payment models across different verticals;
- Set progressive commission tiers based on performance metrics;
- Implement sub-affiliate tiers and payment structures with automated revenue sharing;
- Schedule payments according to affiliate preferences while maintaining program efficiency.
Feature 5: Multi-Vertical Support
Gone are the days when operators would manage multiple verticals like sportsbooks, online casinos, sweepstakes, and poker platforms within different affiliate programs. Each gaming vertical has its nuances and target audiences. But advanced iGaming affiliate platforms have the capabilities to support diverse offerings through a single, unified platform. This integration is crucial for operators looking to capture market share across different gaming segments while maintaining operational efficiency.
With multi-vertical capabilities, affiliates can promote multiple gaming verticals, such as
- Online casinos;
- Crypto casinos;
- Sports betting sites;
- Poker platforms;
- Sweepstakes & social casinos;
- Bingo & lottery platforms.
This way, they receive consolidated reporting and commissions through one integrated system.
Key Benefits
Multi-vertical support allows operators to maximize each vertical’s potential. iGaming affiliate programs can create specialized strategies for different gaming verticals. Offering a unified platform allows affiliates to track and optimize performance across diverse products simultaneously.
So, affiliates get comprehensive insights into each vertical’s unique dynamics. An affiliate can now understand how sports betting traffic differs from casino player behaviors to allow for more targeted marketing approaches. Operators benefit from simplified management, as they can consolidate tracking, reporting, and commission structures across multiple gaming products.
The result is a more flexible, data-driven partnership model that maximizes player acquisition, improves tracking accuracy, and creates more sophisticated marketing strategies tailored to each vertical’s specific characteristics.
Cellxpert’s Vertical-Specific Solutions
Cellxpert understands that each iGaming vertical requires different commission structures, tracking methods, and performance metrics. Therefore, we offer a unified affiliate management platform but with vertical-specific tracking tools and plenty of flexibility.
All our solutions are aimed at helping operators create high-performing affiliate programs that attract and retain top partners in the industry. These include:
- Detailed vertical-specific tracking and reporting tools;
- Tailored commission models and bonus schemes;
- Affiliate groups to categorize and easily manage partners;
- Custom tag manager for detailed segmentation;
- Promotion tracking and compliance checks;
- Multi-language support.
This comprehensive management of multiple brands simultaneously helps operators maximize the potential of each vertical while maintaining efficient program management across their entire gaming portfolio.
How Operators Use These Features to Scale
The effectiveness of these advanced iGaming affiliate management features isn’t just theoretical. Our partners have seen impressive results with these features after launching or migrating their affiliate programs to Cellxpert. Let’s delve into two notable success stories that demonstrate how operators leverage these tools to achieve remarkable growth.
WPT Global Achieves 30% Growth in Affiliate Pool
WPT Global, one of the world’s largest online poker networks, grew their active affiliate base by 30% after migrating to Cellxpert. Their affiliate platform, WPT Partners, leverages a three-tiered sub-affiliate structure (1-2.5% commission) through Cellxpert’s management platform.
This enables affiliates to build their own networks and maximize their earnings. However, this growth extends beyond simply increasing the number of affiliates. The partnership, along with the utilization of the sub-affiliate tiers feature, has completely revolutionized WPT Global’s affiliate program management approach. WPT Global continuously experiences expanded program reach, better traffic sources, and improved player acquisition.
In addition to sub-affiliate tiers, WPT Partners has effectively utilized Cellxpert’s granular reporting feature. Access to real-time insights allowed WPT’s team and affiliates to:
- Monitor sub-affiliate performance across all tiers;
- Track player value and retention across gaming verticals;
- Analyze conversion rates by acquisition channel;
- Make data-driven decisions for network expansion.
This combination of multi-tier commissions and detailed analytics through Cellxpert has proven crucial for WPT Partners’ growth. It has allowed affiliates to optimize their networks while maintaining quality standards in the competitive iGaming market.
Rootz: A Master of Multi-Product Integration
Rootz, established in 2018, exemplifies how modern iGaming operators can efficiently manage multiple casino brands through advanced technology integration. Their portfolio, including Wildz, Wheelz, Spinz, Caxino, and Chipz, leverages Cellxpert’s API capabilities for unified affiliate management across all brands.
Through Cellxpert’s multi-vertical support, Rootz effectively:
- Manages affiliate programs across all brands from a single dashboard;
- Automates commission calculations and payments across multiple casino properties;
- Tracks cross-brand player activity and attribution;
- Provides affiliates with real-time performance data across all casino brands;
- Implements brand-specific commission structures while maintaining centralized control.
The platform’s API integration with Rootz’s proprietary technology makes way for smooth data flow between systems. This supports automated reporting and sophisticated player tracking. The integration has proven vital for Rootz’s rapid expansion, enabling them to launch and scale multiple casino brands while maintaining efficient affiliate management and accurate performance tracking across their entire portfolio.
Challenges Without These Features
iGaming operators without access to advanced affiliate management features face various challenges that can hinder growth, damage relationships, and compromise program integrity.
Limited Transparency
One of the major pain points is limited transparency, which leads to a lack of trust between operators and affiliates. Generally, affiliates become suspicious and uncertain about their partnership when they can’t access their performance metrics.
Inefficient Payment Workflows
Another common challenge is inefficient payment workflows. Manual payment processing and lack of automation can result in errors, delays, and inconsistencies. In turn, this can cause affiliate dissatisfaction and reputational damage. Without customizable payment schedules, operators struggle to accommodate diverse affiliate needs, leading to further friction.
Difficulty Managing Diverse Verticals
Managing several verticals is also a significant challenge without the right tools. Operators without multi-vertical support often struggle to track and optimize performance across different gaming segments, such as online casino, sweepstakes, bingo, sportsbook, lottery, and poker The results are inefficient resource allocation and missed opportunities.
In short, the absence of these features has far-reaching consequences. Operators who fail to provide adequate support, neglect to track detailed performance, or underestimate the importance of effective affiliate management risk stagnation and decline. Without a comprehensive affiliate management strategy, programs become ineffective, and affiliates lose interest.
Why Cellxpert is the Perfect Solution for iGaming Brands
Cellxpert ranks as the best iGaming affiliate management software because it has all the five advanced features needed to scale a program. Plus, we are always ahead of industry trends and innovations to give you everything else you need to succeed. Operators can utilize sub-affiliate tiers to motivate current affiliates to onboard others, API integrations to get real-time data across systems, and granular reporting to gain actionable insights beyond simple data.
We also have custom payment workflows that ensure timely, accurate payments and vertical-specific tools for a unified multi-vertical affiliate program management. Indeed, choosing the right affiliate partner for your program can provide the insights into industry trends and player preferences that you need to succeed. All these advanced features ensure transparency, real-time tracking, and scalability for operators and affiliates in the iGaming industry.
Ready to see the difference these features can make in the success of your iGaming affiliate program? Schedule a demo now and discover how our platform can help you achieve your goals.
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