When you search for “best online casinos” or “top gambling sites,” you’re often met with affiliate marketing sites promising objective rankings. But how objective are these lists? The reality is that many of these “best of” lists are heavily influenced by financial incentives rather than independent reviews. Affiliate marketing plays a significant role in shaping these rankings, often leaving players with misleading information and questionable recommendations.
The Role of Affiliate Marketing
Affiliate marketing is a cornerstone of the iGaming industry. In essence, websites list or recommend casinos in exchange for a commission based on player sign-ups. Many of these commissions range from 20% to 45% or more of the player’s spending, creating a strong financial incentive to push certain casinos over others.
This is especially problematic when casinos with higher payout structures or those offering more lucrative terms to affiliates dominate the top spots, irrespective of their actual quality.
For instance, many top-tier affiliate programs, such as those for Bet365, Casumo, and Mr. Green, offer substantial commission rates, often up to 50%. While these casinos are legitimate, the high financial stakes may push affiliate marketers to prioritize profits over providing unbiased advice.
Lack of Transparency
One of the major criticisms of these “best casino” lists is the lack of transparency regarding how rankings are determined. Many websites do not disclose that their rankings are tied to affiliate commissions.
This creates a conflict of interest: the more players sign up through an affiliate link, the more the site earns. Consequently, these lists may not always recommend the best casinos for players, but rather the ones that maximize the website’s profit.
Take the example of Bitstarz Casino and King Billy Casino, which frequently appear in the top slots of many affiliate lists. While these casinos might offer great bonuses and games, their high commission rates for affiliates may also influence their placement at the top of these lists, making it harder for smaller or less lucrative casinos to break through, even if they offer a better experience for players.
Purchased Authority
Another issue arises when iGaming companies buy high-authority websites and convert them into affiliate-driven platforms. Some casino operators have been known to acquire previously reputable websites, such as tech or lifestyle blogs, and use the site’s established trust and domain authority to boost their gambling content.
This tactic, sometimes referred to as “parasite SEO,” allows gambling sites to rank higher on search engines by leveraging the credibility of an existing website, even if the site’s content has shifted dramatically.
In one instance, a formerly well-known tech blog was acquired by an iGaming company and rebranded to focus almost exclusively on casino content. This shift resulted in high rankings for the casino-related articles, but it misled users who trusted the site based on its previous reputation.
Analysis – Income Models for Affiliates in iGaming
In the iGaming sector, affiliate marketing offers several income models, each catering to different marketing strategies and risk profiles. Here are the primary income models for affiliates in this industry:
1. Revenue Share
In this model, affiliates receive a percentage of the revenue generated by the players they refer to the online casino. The percentage can range from 20% to 50%, depending on the affiliate program. This model encourages long-term partnerships, as the affiliate earns as long as the referred player continues to gamble. It’s popular because it can generate recurring revenue over time, especially if the referred player remains active.
Example: If a player you refer generates €1,000 in revenue for the casino, and you are on a 40% revenue share deal, you would receive €400.
2. Cost Per Acquisition (CPA)
This model involves a one-time flat fee paid to the affiliate for each player who registers and makes a deposit at the casino. It’s a straightforward model that compensates affiliates for each conversion, usually after the referred player meets specific criteria like a minimum deposit.
Example: An affiliate might earn €100 for every player who signs up and deposits at least €50 at the casino.
3. Hybrid Model
A hybrid model combines the CPA and revenue share models. Affiliates earn a one-time CPA for each referred player and then continue to earn a percentage of the player’s revenue. This offers the immediate benefit of CPA payments alongside long-term earning potential from revenue sharing.
Example: An affiliate might receive €50 per new player (CPA) plus 25% of the lifetime revenue from the players they refer.
4. Flat Fees
In some cases, affiliates can be paid flat fees for specific tasks or campaigns. This might include creating content, promoting events, or running temporary campaigns for a casino. Unlike revenue share or CPA, flat fees are a one-time payment that doesn’t depend on player behavior.
5. Tiered Revenue Share
This is a variation of the revenue share model, where affiliates earn a higher percentage of revenue as they refer more players or as the casino’s profits increase from their referrals. It’s designed to incentivize high-performing affiliates to drive more traffic and higher deposits.
Example: An affiliate may start at a 20% revenue share and increase to 40% once they’ve referred 20 players.
6. Sub-Affiliate Commissions
Some affiliate programs allow affiliates to recruit other affiliates, earning a percentage of the commissions generated by their referred sub-affiliates. This is somewhat akin to a multi-level marketing approach, where the primary affiliate benefits from the network they build.
Example: You recruit a sub-affiliate, and if they earn €1,000 in revenue, you might receive 10% of their earnings (€100).
7. Cost Per Lead (CPL)
This model pays affiliates for generating qualified leads, such as a player registering with a casino but not necessarily making a deposit. It’s less common in the iGaming sector compared to CPA or revenue share, but some programs use this for particular marketing campaigns.
Example: An affiliate might be paid €10 for each player that signs up, even if they haven’t deposited money yet.
Each of these models has its advantages and potential risks, and affiliates may choose different models depending on their audience, marketing strategy, and the specific terms of the casino’s affiliate program
Addressing the Problem
The iGaming industry and regulators are beginning to address these biases. Most affiliate websites claim to provide genuinely independent reviews by rigorously testing casinos with real money before making recommendations.
These sites aim to build trust with their audience by providing detailed, transparent reviews, although this is not always the case across the industry.
However, how well this actually corresponds to reality is questionable. Despite these claims, the leaderboards are still largely driven by factors such as “flat fees”, where affiliates are compensated by casinos for placements on the leaderboards. The higher a casino wants to rank, the more expensive.
Furthermore, some jurisdictions have started to enforce stricter disclosure laws, requiring affiliate websites to clearly state when they are financially compensated for promoting certain casinos. This transparency helps consumers make more informed choices, but the practice is still far from universal.
How to Approach Casino “Best Of” Lists When You Know They’re Biased
When navigating casino toplists published by affiliate sites, it’s essential to approach the rankings with a critical mindset, knowing that many of these lists are influenced by financial incentives such as revenue sharing, flat fees, and other biased motivations. Here are some key recommendations on how to assess these rankings:
1. Check for Transparency
Many reputable affiliate sites will disclose their financial relationships with the casinos they promote. Look for a clear disclaimer explaining how the site earns money, whether through revenue shares, CPA deals, or other commissions. If the website does not disclose this information, it could indicate a lack of transparency, suggesting that the rankings might be overly influenced by financial motives rather than the quality of the casino
2. Look Beyond the Top Rankings
Often, the highest-ranked casinos are those that offer the best commission structures to affiliates, not necessarily the best user experience. Don’t just pick the first casino on the list. Scroll down and look at other options. Casinos that rank lower on these lists might still offer excellent services but are less profitable for affiliates
3. Do Independent Research
While toplists can serve as a starting point, always conduct your own research. Visit casino review platforms where real players discuss their experiences with things like customer support, withdrawal times, and game variety.
Independent forums and review sites like Trustpilot’s Gambling section or Reddit’s r/onlinegambling can provide more authentic feedback than a commission-driven affiliate list
4. Pay Attention to the Criteria Used
Different sites may prioritize different factors in their rankings. Some lists might focus heavily on bonuses and promotions, while others may rank based on usability, customer support, or game variety.
Make sure the criteria align with what’s important to you as a player, and don’t be swayed by flashy bonus offers that often come with restrictive terms like high wagering requirements
5. Check for Wagering Requirements
Often, “best of” lists highlight casinos with huge bonuses that look appealing on the surface. However, these bonuses typically come with strict wagering requirements, which means you’ll have to gamble a certain amount before you can withdraw any winnings from the bonus.
Look for lists that give honest breakdowns of these requirements rather than just focusing on the bonus size
6. Diversify Sources
Relying on just one affiliate site’s list can give you a narrow perspective. Check multiple ranking websites and compare their top picks. If certain casinos consistently rank well across different platforms, it’s a good sign that they might genuinely be high-quality, rather than just high-paying for affiliates.
While affiliate marketing is an integral part of the iGaming world, and many sites do provide useful recommendations, understanding the biases inherent in these rankings can help you make better-informed decisions. By being critical, conducting independent research, and looking beyond the surface, you can find casinos that not only offer great promotions but also provide a solid gaming experience.
Conclusion
While “best of” toplists can be a helpful starting point for players seeking online casinos, they should be approached with caution. Many of these lists are driven more by affiliate commissions than by unbiased assessments of the casinos themselves. Players should do their own research, focusing on independent reviews and regulatory bodies, to ensure they are choosing a casino that fits their needs rather than just filling the pockets of affiliate marketers.
