How an Affiliate Can Become a Casino Owner: Step-By-Step Guide

Gambling is a profitable sector of the economy that is actively developing, generating stable income, and attracting huge investments.

Many entrepreneurs want to become part of the iGaming sector, given its prospects. This is relatively easy for affiliates to do. They have industry experience, a good knowledge base, and an understanding of how the market works from the inside.

Who Are Affiliates

These are companies and private entrepreneurs who provide services to drive online traffic to gaming sites. They are well acquainted with the nuances of promoting such platforms, taxation features, and rules for the accrual of bonuses in different jurisdictions.

Affiliate marketing involves working in 2 directions:

1. CPA model. Payment is charged for each targeted action performed by the gambler. This includes clicking on a banner, following a link, filling out a registration form, making an initial deposit, etc.
2. RevShare option. In such a case, the affiliate's reward is calculated as a percentage of the total income that they brought to the operator due to the attracted traffic. This cooperation scheme is more beneficial for business owners since they pay only for real and measurable results.

Experts say that 50–70% of users start playing on the iGaming portals thanks to partnership marketing.

The role of affiliates grows in highly competitive markets where there is a struggle for every customer. In such situations, the work of partners is crucial because they create personalised advertising taking into account the preferences and behavioural patterns of casino visitors.

Excellent knowledge of the specifics of gambling is a key advantage of affiliates. They can quickly launch a digital resource that offers entertainment for money and make the startup profitable and successful.

What to Begin With

The first step is the purchase of a high-quality platform. This is the foundation on which other components of the website are subsequently installed: payment gateway, games, security programs, etc.

Basic requirements for an iGaming system:

1. High performance. The software must process hundreds of requests per minute, be resistant to technical issues, and function flawlessly even under critical loads and when there is a poor Internet connection. Otherwise, the casino platform will constantly experience failures and freezing of money, which will scare customers away.
2. Comfortable integration. This process should be as comfortable, fast, and safe as possible. A huge advantage is the adaptability of the gambling system to future changes. These are innovations in the regulatory framework, restrictions on bonuses, verification rules, and other aspects that need to be considered.
3. Good equipment. The platform must include an account management module, a financial service, an Emergency Response program, and a minimum set of solutions. The more complete the casino system is, the higher the chances of quickly launching an iGaming startup.

The portal can be bought along with the design. At this point, the affiliate needs to decide whether to order a unique one or choose between the provided templates.

The key benefit of an exclusive design is visualisation with elements of corporate identity. The preferences of clients are also taken into account. The online casino receives an original appearance that fully reflects the wishes of an operator and his target audience.

The use of a ready-made template allows entrepreneurs to create a time-tested design. It will attract different groups of customers, thus ensuring a stable influx of solvent traffic.

Acquisition of the Game Content

Affiliates know how important it is to offer players a good product range.

Slots, card entertainment, and lotteries are what users pay attention to when they first visit the iGaming platform. If the website presents modern and licensed solutions, then clients are happy to register on it. If the choice is poor and does not meet the modern needs of gamblers, then they are unlikely to stay on the resource for a long time.

Basic requirements for the catalogue of titles:

1. Variety of genres. Most people prefer slot machines, but it is not necessary for operators to be limited to them only. It is better to replenish the casino’s library with table entertainment, bingo, keno, scratch cards, and fishing. Customers respond well to content with live dealers, so its acquisition will provide business owners with an influx of solvent traffic.
2. Interesting mechanics. Gamblers like cluster solutions, products with jackpots, as well as multiplayer options with built-in tournaments and mini-quests. Slots with sliding reels, giant blocks, re-spins, and other features have always attracted the audience.
3. Content from top providers. These are Microgaming, NetEnt, Pragmatic Play, Playtech, Evolution Gaming, and other reliable manufacturers. Clients usually trust websites that offer products from popular developers.
4. Certificates of conformity. They prove that winning combinations are formed fairly and without external influence. The most popular companies are certified by QUINEL, BMM TestLab, eCOGRA, Gaming Laboratory Internationale, and other laboratories.

Affiliates can order top content from each provider individually or install an entertainment package. The second option looks preferable due to time-saving and cost optimisation.

Entrepreneurs do not need to sign contracts with each supplier and undergo preliminary testing of the system. All games are installed via the API in just one session. Affiliates receive a universal catalogue of offerings with attractive bonuses and effective control mechanisms.

Integration of Payment Software

It is advisable to use an approach similar to Game Aggregator. Partners can buy a universal financial system with quick downloading and minimal service fees.

This is the multitasking software that includes several settlement methods. All of them are combined in a unified interface and are characterised by easy navigation, a system of templates, and pop-up hints. Batch installation saves time and reduces initial costs.

The payment system supports the following popular options:

• direct bank transfers;
• Internet acquiring;
• transactions via electronic wallets;
• voucher and mobile transfers;
• cash payments through ground terminals.

Affiliates have the right to buy an aggregator with support for crypto settlements. These are fast transactions in Bitcoins, Ethereums, Litecoins, Trons, and other tokens.

Acquisition of Licence in a Prestigious Jurisdiction

Partners know firsthand how important it is to work within the framework of current legislation. Without a relevant permit, casino owners will not be able to open a bank account, conclude an agreement with a payment aggregator, or connect content from top providers.

A certificate is a guarantee of honest operation of the gambling platform. As soon as customers access a website, the first thing they want to see is the availability of the necessary documentation. If it is not there, players are unlikely to pass the verification and decide to deposit funds.

The risks are too high because confidential data can be transferred to third parties, and money can be stolen.

It is mandatory for any entrepreneur to obtain a licence. It is worth deciding which jurisdiction to choose. The legal attraction of foreign users is possible with certificates issued in Malta and Curacao. In all other cases, partners must obtain a separate permit in each country of operation.

Today, more and more business owners are paying attention to European regions. They are distinguished by a stable political and economic environment, clear regulation, a well-developed community, and a strong labour market. Gambling brands have room to grow; they can apply for tax breaks, grants, and other types of government support.

Popular jurisdictions for launching a casino startup:

• Malta;
• United Kingdom;
• Estonia;
• Latvia;
• Sweden;
• Romania;
• Montenegro.

A good choice would be to receive a permit in an offshore zone. These are Curacao, the Isle of Man, Alderney, Antigua and Barbuda, as well as other territories with liberal legislation and low taxes.

Authorities in many states have already announced changes in the regulatory framework aimed at protecting minors and combating money laundering and financing terrorism.

Attraction and Retention of Gamblers

Partners can boast of their deep knowledge of marketing. They are well-acquainted with advertising rules, audience requests, and the latest industry trends. All this will help entrepreneurs quickly enter the regulated market, attract targeted traffic, and build harmonious relationships with clients.

Affiliate networks are only half the battle. It is also worth using other marketing tools: SEO, SMM, e-mail newsletters, and promotion on social networks. The websites must be adapted for playing on mobile devices to interact with a certain category of the audience without problems.

Customer retention depends on:

• quality and diversity of the bonus program;
• level of technical support service;
• frequency of updating the entertainment catalogue, and other factors.

An excellent solution would be to segment gamblers by groups depending on demographics, behavioural characteristics, and bonus preferences. Partners can interact with each dedicated cluster, adapting the current offer to its requests. This approach increases the efficiency of interaction with players, many of whom become regular casino visitors.

Operators need to develop a bonus program for VIP clients. High rollers need to understand how they are cherished by the platform and how important they are to its development.

VIP customers can be offered a personal reward system, increased cashback, access to bonus rounds, draws of regular gifts, and other rewards.

The Main Things about Launching an Online Casino

• The key advantage is that partners have deep knowledge of licensing rules, as well as features of attraction and retention of the audience. They also understand how the market works and what actions need to be taken to quickly assume leadership positions.
• To establish a digital casino business, it is necessary to buy a reliable and secure platform. Besides, it is important to take care of the integration of games, payment systems, and account management tools. The acquisition of a permit is a mandatory step.
• Marketing knowledge is one of the affiliates’ benefits. It is better to use all available advertising methods to achieve better customer engagement and retention results.

We also offer the following useful services:

• assistance in obtaining a licence;
• installation of games;
• development of unique HTML5 slots;
• writing a business plan;
• connection of security software, and much more.