A step-by-step guide to how affiliate marketing works in the online casino industry — and how LATE fits in.
Affiliate marketing is a performance-based model. A business pays a commission to someone who refers a customer. The referral is tracked through a unique link, so the business knows exactly who sent the customer.
In iGaming, this means: a casino pays a commission to anyone who refers a player who signs up and deposits. The affiliate doesn't handle money, run games, or manage players. They connect interested people with licensed products.
When you join LATE, you get a unique tracking link for each casino offer you choose to promote. This link contains a unique identifier tied to your account.
All of this happens automatically. You see clicks and conversions in real time on your dashboard.
A fixed amount for every qualifying player you refer. Predictable, immediate. Best for high-volume traffic.
A percentage of the net gaming revenue generated by players you refer, for as long as they remain active. Grows over time. Best for long-term, quality traffic.
A smaller upfront CPA plus ongoing revenue share. Balances predictability with long-term upside.
Each model has trade-offs. CPA gives you predictable returns per conversion. Revenue share can grow but depends on player behaviour. Hybrid balances both.
Most casino offers use a tiered commission structure. The more conversions you generate on a specific offer, the higher your commission rate.
Tiers are per-offer. Your tier on one casino is independent of another. Commission rates vary by offer and are set by casino partners.
LATE sits between casinos and affiliates. Instead of approaching each casino individually, negotiating terms, and managing multiple tracking systems, you use one platform.
Free for affiliates. Always.
Promoting online casino products in the UK is regulated. The key rules every affiliate must follow:
LATE provides compliance guidelines and pre-approved caption templates to help you stay within the rules.
LATE Affiliates is an affiliate marketing platform. When affiliates generate conversions through our platform, LATE earns a commission. All casino partners are verified to hold valid UK Gambling Commission licences.