How to choose an iGaming affiliate partner: a checklist
Operators are accountable for the affiliates that send them players. The UK Gambling Commission says so directly: UKGC licence condition 1.1.2 makes licensees responsible for the actions of third parties they contract with. Ontario’s AGCO Standard 1.19 does the same, and Sweden’s Gambling Act requires a licence holder that outsources work to remain responsible for it (Gambling Act, Ch. 11, § 6). Choosing an affiliate is therefore a compliance decision as much as a commercial one.
The checklist below is what we would want an operator to ask us at Primestake, which runs one-question casino comparisons for the Swedish market.
1. Where the traffic comes from
Ask for the channels in plain terms: organic search, paid search, social, email, push, display or sub-affiliates. Then ask for the domains and accounts involved.
- Which sites and pages will carry your brand?
- Does the affiliate buy media, and if so on which platforms and under which certifications?
- Does it use sub-affiliates or traffic brokers?
- Which countries does the traffic come from, and how is geography controlled?
An affiliate that cannot name its sources should not be sent a tracking link.
2. Whether the audience matches your licence
Affiliate traffic must reach players you are allowed to accept. Check that the affiliate’s sites target only markets where you hold a licence, and that they do not also promote unlicensed operators to the same audience. In Sweden, promoting gambling that lacks a Swedish licence in a professional context is prohibited under Chapter 3, § 7 of the Gambling Act. In Ontario, Standard 1.21 requires operators to ensure their affiliates do not market sites that accept Ontario players without AGCO registration.
A quick test: look at the affiliate’s top lists in your market and check every operator against the regulator’s register, such as the Spelinspektionen licence directory or the Gambling Commission public register.
3. How content handles offers and safer gambling
Read the pages your brand would appear on.
- Are bonus terms stated next to the offer, or hidden?
- Does each offer page carry the age limit and a support line where the market requires it?
- Is the language moderate, or does it promise winnings?
- Is any content likely to appeal to minors?
Sweden requires commercial communications to state the minimum age and, except on radio, contact details for a problem gambling support organisation (Chapter 15, § 3). In the UK, gambling ads must not be of strong appeal to under-18s, a rule the ASA has applied since October 2022.
4. Direct marketing and data
If the affiliate emails or texts players, ask how it obtained consent, how it screens against self-exclusion and how often it refreshes suppression lists. The Gambling Commission’s guidance on affiliates and third parties states that operators are primarily responsible for breaches when affiliates send marketing on their behalf. In Sweden, marketing may not be aimed directly at players registered in Spelpaus.
5. Tracking and reporting
- Which tracking method will be used: your affiliate platform’s links, server-to-server postbacks, or both?
- Can the affiliate pass sub-IDs so you can see performance by page or campaign?
- Will it share its own click data so you can reconcile against your platform?
Discrepancies are normal. An affiliate that refuses to reconcile is a warning sign. Our article on tracking and postbacks covers the setup.
6. Commercial terms that hold up
Agree on the model first, then the details. The CPA, revenue share and hybrid choice decides who carries player value risk. The details decide whether the deal works in practice:
- Qualifying criteria for CPA
- NGR definition and deductions for revenue share
- Negative carryover rules
- Fraud clawback process
- Termination rights for compliance breaches, which UK condition 1.1.2 requires you to have
7. People and track record
Who runs the business, and how long have its sites existed? Check company registration, the people behind it and the age of its domains. Ask which licensed operators it already works with and whether you can speak to one of them. A new affiliate is not a bad affiliate, but you should know what you are getting.
Red flags
| Signal | Why it matters |
|---|---|
| Will not name traffic sources | You cannot assess compliance or fraud risk |
| Lists unlicensed operators beside licensed ones | Possible breach of market rules, and reputational risk for you |
| Offers guaranteed volumes at a fixed CPA from day one | Often a sign of incentivised or low-quality traffic |
| Asks for CPA on registration rather than deposit | Pays for sign-ups that may never play |
| No age or support information on offer pages | Fails basic market requirements |
| Unwilling to sign compliance clauses | You will carry the risk alone |
Working with Primestake
Primestake builds Swedish comparison sites that list only casinos licensed by Spelinspektionen, with bonus terms, 18+ and Stödlinjen next to every offer. We are happy to answer every question above. See Primestake’s Swedish casino brands and ways for operators to partner with Primestake, or contact partners@primestake.org.