We review the UK bookmaker affiliate programmes we partner with, covering revenue share rates, CPA availability, negative carryover policy, tracking platforms and minimum payout thresholds. Every programme listed here operates under a UK Gambling Commission licence.
The UK iGaming affiliate market is one of the most competitive in the world. Commission rates range from 25% RevShare at entry level to 50% at the top tiers of the most aggressive programmes. CPA deals run from around £50 per FTD for smaller operators to £300 for Tier 1 GEOs on international programmes.
Commission models and rates vary widely from one programme to the next, so the strongest fit depends on your traffic mix, preferred product and how you weigh up-front CPA against long-term revenue share. Use the tabs below to filter by commission model and compare the programmes side by side.
Showing 3 of 3 programs
UK bookmaker affiliate programmes use four main commission structures. Understanding the differences before you apply determines how much you earn and how cash flow works across your portfolio.
How it works: You earn a percentage of the net gaming revenue (NGR) your referred players generate each month. The percentage is applied after the operator deducts costs including bonuses, chargebacks and - at some programmes - an admin fee.
Pros: Long-term income. Players who stay active continue generating commission for months or years. Best programmes offer lifetime RevShare.
Cons: Slower to earn from compared to CPA. A bad month with high player wins can reduce or wipe your monthly payment. Watch for admin fees deducted from NGR before your percentage is calculated.
Typical range: 25% to 50%
How it works: You earn a fixed payment for each qualifying first-time depositor (FTD) you refer. The player must meet the operator's qualifying criteria - minimum deposit, minimum bet activity - before the CPA is paid.
Pros: Predictable, upfront income per player. You know what you earn per conversion. Good for affiliates with high-volume, lower-retention traffic.
Cons: No ongoing income from the player. If the player becomes a high-value long-term customer, RevShare would have paid more. CPA deals often have volume requirements.
Typical range: £50 to £300+ per FTD
How it works: Combines an upfront CPA payment per FTD with an ongoing RevShare on the same player's activity. You get immediate returns and retain long-term income from the same referral.
Pros: Best structure for affiliates with quality traffic that converts to long-term players. Balances cash flow from CPA with compound income from RevShare.
Cons: RevShare percentage in hybrid deals is usually lower than a pure RevShare deal. CPA element is also typically lower than a standalone CPA rate.
Typical range: CPA £30-£75 + 15-25% RevShare
How it works: When your referred players win more than they lose in a given month, you end up with negative NGR. With negative carryover, that deficit rolls into the following month and must be cleared before you earn again.
Pros: Standard in most programmes. Not an issue if your player book generates consistent positive NGR.
Cons: A single high-roller win in one month can wipe multiple months of earnings. Programmes with no negative carryover reset to zero each month regardless. Always check this before signing.
Typical range: Policy varies by programme
Commission rate is the headline number but rarely the most important factor. These six points determine whether a programme actually pays as well as it looks on paper.
This is the single most important policy to check before joining any bookmaker affiliate programme. If the programme has negative carryover by default, one bad month can cancel several months of positive earnings. A handful of programmes confirm no negative carryover in their written terms, resetting to zero each month. Always get this in writing.
Some programmes deduct an admin fee from gross revenue before calculating your commission percentage. Where a programme includes an admin fee of around 35% in its Net Revenue definition, a 35% RevShare after that fee is materially different from 35% on gross. Read the commission calculation section of the terms carefully.
Entain Partners, Income Access, RavenTrack and MyAffiliates are among the main platforms used by UK bookmaker affiliates. Refresh rates vary from a few hours to daily, so reporting speed is worth checking up front. Platforms also differ in how they handle sub-affiliate tracking, campaign-level breakdowns and cookie attribution. Test the dashboard before committing to long-term promotion.
Some programmes operate a 45-day last-click cookie, though 30 to 45 days is the common range. A longer cookie window gives referred players more time to register and deposit before you lose credit. Last-click attribution means whoever sent the player's final click gets the credit. Know how the programme handles direct traffic and returning users.
Minimum payout thresholds vary widely, from around £50 at the low end to £250 or currency equivalents at the high end, and some programmes pay only in EUR or USD. If you are promoting multiple smaller programmes, cash flow can become an issue if earnings sit below threshold for months. Factor this into which programmes you prioritise early.
Brand recognition converts comparison traffic as much as the headline rate does. Long-established high-street names like Coral and Ladbrokes tend to convert football and racing audiences well, while a higher headline rate from a newer, more aggressive brand can pay off with audiences that respond to it. Match the brand to your audience before choosing on commission rate alone.
TBC = not confirmed in published terms. Always verify directly with the programme. Rates subject to change.
All UK bookmaker affiliates must comply with UKGC advertising standards and the ASA CAP code. These are not optional - violations can result in immediate programme termination and potential UKGC enforcement action against both the operator and the affiliate.
18+ and HFSS Rules
All content must display 18+ warnings. Under HFSS restrictions, gambling ads must not appeal to under-18s in format, imagery or copy.
Clear Ad Labelling
All paid placements must be clearly labelled with #ad or 'sponsored'. CAP Code requires this to be prominent, not hidden in footers.
Bonus Terms Accuracy
Any welcome offer or bonus promoted must accurately reflect the current published terms. Promoting expired or inaccurate offers is a compliance breach.
Self-Exclusion Removal
If you run direct email marketing, self-excluded players must be removed from your mailing lists. Most programmes mandate this explicitly in their terms.
