Affiliate Networks vs Direct Programs

When promoting casino affiliate offers, you have two main paths: Join affiliate networks that aggregate multiple casinos, or go direct with individual casino affiliate programs. For top direct program options, see our best crypto casino affiliate programs guide.

Both work. But they suit different situations, and understanding the trade-offs helps you make better decisions.

Understanding the Options

Affiliate Networks

What they are: Platforms that aggregate multiple casino affiliate offers in one place.

Examples:

• Income Access
• Paysafe Affiliates
• Buffalo Partners
• Various gambling-specific networks

How they work:

• One account, many casinos
• Network handles tracking
• Consolidated payments
• Network negotiates on your behalf

Direct Programs

What they are: Affiliate programs run directly by the casino.

Examples:

• Stake Affiliate Program
• BC.Game Partners
• Rollbit Affiliates
• PureOdds Affiliate Program
• DraftKings Affiliate Program

How they work:

• Individual relationship with each casino
• Casino handles tracking
• Separate payments from each
• Direct negotiation of terms

Commission Comparison

Network Commissions

How it works:

• Network takes a cut (typically 5-20%)
• You receive remainder
• Rates may be lower than direct

Example:

• Casino pays network: 40% RevShare
• Network keeps: 10%
• You receive: 30% RevShare (or 36% if structured differently)

Advantages:

• Still earn commission
• No negotiation needed
• Access to casinos that might not work with you directly

Disadvantages:

• Lower than direct rates
• Less room for negotiation
• Middleman takes share

Direct Program Commissions

How it works:

• Full commission rate (no network cut)
• Negotiation possible at scale
• Volume bonuses more accessible

Example:

• Casino offers: 40% RevShare
• You receive: 40% RevShare
• At scale: Potentially 45-50%

Advantages:

• Higher rates
• Direct negotiation
• Volume bonuses more achievable

Disadvantages:

• Must qualify for each program
• More relationships to manage
• May not access all casinos

Tracking and Reporting

Network Tracking

Pros:

• Consolidated dashboard
• One login for all stats
• Standardized reporting
• Network ensures tracking works

Cons:

• Less granular data sometimes
• Network is intermediary
• Discrepancy resolution goes through network
• May be slower to investigate issues

Direct Program Tracking

Pros:

• Direct access to casino data
• More detailed reporting often
• Direct communication on issues
• Faster resolution potential

Cons:

• Multiple dashboards to check
• Quality varies by program
• Must monitor each separately
• Some direct programs have poor interfaces

Payment Considerations

Network Payments

How it works:

• One payment for all casinos
• Network payment schedule
• Network's payment methods

Advantages:

• Simpler accounting
• Consolidated payments
• Network ensures payment
• One threshold to meet

Disadvantages:

• Network's payment schedule (not casino's)
• May be slower
• Less payment method flexibility
• If network has issues, all payments affected

Direct Program Payments

How it works:

• Separate payment from each casino
• Each casino's schedule
• Each casino's methods

Advantages:

• Often faster payments
• More payment options
• Direct relationship means leverage
• One casino's issues don't affect others

Disadvantages:

• Multiple payments to track
• Multiple thresholds
• More accounting complexity
• Must manage multiple relationships

Relationship Building

With Networks

What you get:

• Network affiliate manager
• General support
• Less personalized attention
• Network advocates for you (sometimes)

Limitations:

• You're one of thousands
• Less direct casino contact
• Harder to negotiate custom terms
• Network priorities may differ from yours

With Direct Programs

What you get:

• Direct casino affiliate manager
• Personal relationship
• Custom deal potential
• Insider information sometimes

Advantages:

• Better terms at scale
• Faster issue resolution
• Priority treatment possible
• More flexibility

Investment required:

• Time to build relationships
• Must prove your value
• Requires consistent communication

Access and Approval

Network Approval

Process:

• One application
• Access to many casinos
• Lower barrier for smaller affiliates
• Network vouches for you

Who this helps:

• New affiliates
• Smaller traffic sites
• Those wanting quick access
• Multi-brand promoters

Direct Approval

Process:

• Apply to each casino
• Each has own requirements
• May need to prove traffic/quality
• Some reject smaller affiliates

Who this helps:

• Established affiliates
• Quality traffic sources
• Those wanting best terms
• Relationship builders

When to Use Networks

Good Fit If:

You're starting out:

• Easier approval
• Access to multiple casinos immediately
• Learn the industry
• Build track record

You want simplicity:

• One dashboard
• One payment
• Less management overhead
• Focus on traffic, not admin

Testing casinos:

• Try multiple brands easily
• Find what converts for your traffic
• No commitment to each
• Flexibility to switch

Promoting many brands:

• Comparison sites work well with networks
• Easy to add/remove brands
• Standardized tracking

Network Downsides to Accept:

• Lower commission rates
• Less direct control
• Network dependency
• Potentially less support

When to Go Direct

Good Fit If:

You have established traffic:

• Negotiate better terms
• Direct relationship value
• Volume bonuses accessible
• Priority treatment

Focusing on few brands:

• Deep promotion of select casinos
• Maximum commission from each
• Custom arrangements possible
• Better support access

Building long-term business:

• Relationships matter
• Direct communication
• First to know about opportunities
• Loyalty benefits

Maximum commission is priority:

• No network cut
• Direct negotiation
• Performance bonuses
• Custom deals possible

Direct Downsides to Accept:

• More management overhead
• Multiple dashboards
• Multiple relationships
• May not access all casinos

Hybrid Approach

When It Makes Sense

Use both:

• Core casinos direct (best terms)
• Additional casinos through networks (convenience)
• Testing new casinos via network
• Converting to direct when volume justifies

How to Structure

Direct programs for:

• Top 2-3 converting casinos
• Brands you promote heavily
• Where you have volume leverage
• Long-term partnerships

Networks for:

• Secondary brands
• Testing new casinos
• Brands that won't work direct
• Comparison content filler

Transition Strategy

Start with networks →

• Build track record
• Learn which casinos convert
• Establish traffic patterns

→ Go direct for winners:

• Top performers shift to direct
• Negotiate based on network performance data
• Keep network for rest

Making the Decision

Questions to Ask

About your situation:

• How much traffic do you have?
• How many casinos will you promote?
• How much admin time can you invest?
• What's your negotiation experience?

About the programs:

• What's the commission difference?
• What tracking/support is available?
• What are payment terms?
• What's the program's reputation?

Decision Framework

Choose networks if:

• New to casino affiliate marketing
• Promoting 10+ brands
• Limited time for management
• Prefer simplicity over optimization

Choose direct if:

• Established traffic (1000+ visitors/month from target audience)
• Focusing on 3-5 brands
• Willing to invest in relationships
• Maximizing commission is priority

Choose hybrid if:

• Growing business
• Mix of core and secondary brands
• Want best of both worlds
• Building toward optimization

Red Flags to Watch

Network Red Flags

• Excessive commission cuts (>20%)
• Poor payment history
• Unresponsive support
• Tracking issues without resolution
• Casinos leaving the network

Direct Program Red Flags

• Difficult to contact affiliate manager
• Payment delays
• Tracking discrepancies ignored
• Terms changed without notice
• Program shutdowns without warning

For a comprehensive list of warning signs, see our guide to affiliate program red flags.

Conclusion

Neither networks nor direct programs are universally better. The right choice depends on:

• Your experience level
• Your traffic volume
• Your management capacity
• Your optimization goals

Key takeaways:

1. Networks = easier access, simpler management, lower commissions
2. Direct = better terms, more work, requires relationship building
3. Hybrid = best of both, requires more sophistication
4. Transition from networks to direct as you grow

Comparing direct programs: When you're ready to go direct, compare specific programs like Stake, Rollbit, and BC.Game. See our detailed Stake vs Rollbit vs BC.Game comparison.

Also consider whether fiat vs crypto casino programs better match your audience. If you have a smaller site, start with programs that accept low-traffic websites.

Recommendation: Start with networks to learn and test. Move top performers to direct relationships. Keep networks for secondary brands and testing.