The affiliates within the iGaming sector are essential elements of the industry that have been expanding fast and are responsible for generating traffic and finding new customers, as well as raising the awareness of online casinos, sportsbooks, and game portals. For those looking to join this fast-paced space, exploring some of the best affiliate programs 2025 is a great starting point. When it comes to new entrants in the affiliate marketing business in the iGaming sector, only the choice between iGaming affiliate network programs and direct affiliate programs run by single gaming brands is of utmost importance.
Both of these options may be profitable; nevertheless, they imply some advantages and difficulties. This article will outline the main differences, pros, and cons of affiliate networks versus direct affiliate programs in iGaming, so you can see which path is best when planning your affiliate marketing in 2025.
What is an Affiliate Network?
An affiliate network is a kind of intermediary between affiliates and merchants, which provides a variety of products from different brands. These networks administer the relations between the affiliates and the brands they advertise, and can take care of the tracking, reporting, and even payments.
What is the Direct Affiliate Program?
A direct affiliate program is operated by a brand directly. Within the context of iGaming, this refers to the casino or sportsbook operator having its affiliate program in which affiliates will promote their brand and earn commissions depending on the revenue or actions (registered user, deposit, etc.) made as a result of using their referral links.
Pros & Cons of iGaming Affiliate Networks
Pros:
- Availability of a variety of Brands:
Affiliate networks give affiliates access to multiple iGaming brands under a single roof. This will enable you to do away with negotiating individual deals with individual companies, thus enabling you to diversify your portfolio and market many brands without having to worry about individual deals.
- Convenience and Simple Set Up:
The process of becoming an affiliate network is not very long or strenuous. Networks offer pre-made tools, banners, tracking and reporting systems, and you never have to concern yourself with the setup or the technology involved in marketing your affiliate offers.
- Support Resources:
Affiliate networks usually provide high-quality customer support, access to educational resources, and a community of other affiliates. This can be of amazing help to the starters who seek guidance and tips.
Cons:
- Higher Fees:
Affiliate networks are convenient, but they tend to take a cut on the revenue earned. This implies that the payout is often lower than operating a direct affiliate programme, whereby a smaller share is taken by the merchant.
- Little Control over Offers:
With affiliate networks, publishers have no control over the terms and commissions, and sometimes even the marketing materials. This gives you minimal options on the way you promote your offers. Nor may you be able to negotiate directly with the brand on rates of commission.
Pros & Cons of Direct Affiliate Programs
Pros:
- Higher Commissions:
The merchant (iGaming operator), as there is no intermediary, tends to give higher commission percentages to affiliates in direct affiliate programs. It is possible to negotiate terms directly and possibly earn more money on successful referrals.
- Improved Brand Relationship:
In direct programs, affiliates can get a chance to develop closer relations with the gaming brand. This may result in tailored propositions, improved customer service, and a chance to negotiate improved terms or bonuses.
- Less Competition:
Direct affiliates that promote a brand are sometimes among the few that send traffic to a particular site. This has the potential of resulting in reduced competition as opposed to affiliate networks, where several affiliates can be promoting the same offers.
Cons:
- Restricted Choice of Offers:
One of the biggest disadvantages of direct affiliate programs is the fact that you can only promote the products of that brand. This uniformity may restrain your profit potential, of course, unless the brand features an array of popular games or bet types.
- Building Time and Effort:
Establishing a direct affiliate program will require more time and effort than signing up for an existing affiliate network. This will require you to contact prospective affiliates, develop personalized marketing tools, and test whether your tracking systems are operational.
Conclusion:
Both affiliate networks and direct affiliate programs in the iGaming industry have their benefits in 2025. Affiliate networks are excellent when you are new or when you want convenience, choices, and support. Direct affiliate programs, on the other hand, are more controlled, have higher commissions, and you are closer to the brands that you are promoting, so it is better suited to experienced marketers.
The right option will be the one that will be dictated by your needs, your experience, and the amount of involvement that you can dedicate to the iGaming affiliate marketing sector.