What is affiliate?
Definition and example from our casino glossary.
Definition
An affiliate is a website or publisher that refers players to casinos and is paid a commission or fee by the operator for doing so.
Affiliate marketing funds many casino review and comparison sites. The operator pays the affiliate a fixed fee per new depositing player, a share of the revenue those players generate, or a combination of both. Revenue share means the affiliate earns more when referred players lose more, which is a structural conflict of interest. Responsible affiliates disclose these relationships clearly, keep editorial assessments separate from commercial agreements, do not promote unlicensed operators in markets where they are illegal, and do not target vulnerable groups. Some regulators hold operators responsible for the conduct of their affiliates. As a reader, look for a visible affiliate disclosure, a clear explanation of how rankings are produced, honest coverage of negative points as well as positive ones, and prominent responsible-gambling information with links to independent help.