What percent of your affiliate revenue came from your top program in the past year?

[MichaelCorfman]

One of the risks affiliates face is becoming too dependent on a particular affiliate program. Changes in commission terms, regulatory restrictions, or the closure of a program can have a substantial impact on affiliates who receive a large share of their revenue from that program.

On the other hand, concentrating on programs that perform well can make good business sense, even if it results in greater dependence on a relatively small number of programs.

For this week's poll, I'm interested in how diversified members' affiliate revenue is. Please consider your affiliate revenue over the most recent 12 complete months when voting.

I'm also interested in how revenue concentration has changed over time. Has your revenue become more concentrated in a small number of programs, or have you become more diversified? Have those changes resulted primarily from decisions you've made about which programs to promote, or from changes in the relative performance of different programs?

For Casino City, I compared our affiliate revenue for October 2025 through September 2026 with the corresponding period five years earlier. Our largest affiliate program accounted for 32.6% of revenue in the most recent period, compared with just 9.6% five years earlier. A big part of the reason for the change is that we work with far fewer programs now than we did five years ago.

Michael

[MichaelCorfman]

As a follow-up to my original post, I thought it might be interesting to share some more detailed figures showing how Casino City's affiliate revenue has become more concentrated over the past five years.

The table below compares the percentage of our affiliate revenue generated by each of our top 10 performing affiliate programs during two 12-month periods, five years apart. The programs are ranked by revenue for each period, so different programs are represented in the two columns. For example, our top program in the past year ranked second five years ago, while our second-largest revenue producer in the past year was a program we weren't even working with five years ago.

Rank	Oct. 2025–Sep. 2026	Oct. 2020–Sep. 2021
1	32.60%	9.58%
2	9.98%	9.58%
3	5.60%	7.89%
4	5.21%	5.18%
5	3.29%	3.35%
6	3.15%	2.93%
7	3.11%	2.47%
8	3.08%	2.07%
9	3.07%	1.91%
10	2.98%	1.87%
Top 10 total	72.07%	46.83%

Five years ago, our top 10 programs accounted for less than half of our affiliate revenue. Today, they account for nearly three-quarters. The most dramatic change is in our top program, which went from accounting for less than 10% of revenue to nearly one-third.

Another interesting way to look at the change is to compare the number of programs generating revenue and how many programs it takes to account for a particular percentage of total revenue.

Measure	2025–2026	2020–2021
Revenue-producing programs	62	188
Programs accounting for 50% of revenue	4	12
Programs accounting for 75% of revenue	12	35
Programs accounting for 90% of revenue	24	67

The number of programs generating revenue for Casino City has declined by about two-thirds over the past five years. And while it previously took 35 programs to account for 75% of our revenue, today it takes only 12.

I'm curious whether other affiliates have experienced similar changes. Are you working with more or fewer affiliate programs than you were five years ago? And if your revenue has become more concentrated, is that primarily because you've reduced the number of programs you work with, or because a few programs have become more successful relative to the others?

Michael

[Theratman]

Interesting topic Michael, something that I do look at quite often.

I had a look at our figures for our flagship site, which operates in the South African market. Looking at January to September 2026, we generated revenue from 18 different affiliate programs, although as one would expect the distribution is heavily concentrated towards a handful of operators.

Our largest program accounted for 25.4% of total revenue, followed by 21.4%, 19.6% and 16.8% for the next three.
Combined, our top four programs generated 83.3% of our total affiliate revenue, while our top five accounted for 90.5%. In fact, our top 10 programs were responsible for over 99% of revenue.

So although we're working with quite a few operators, the reality is that just four or five are doing most of the heavy lifting. We made a decision last year to start trimming operators. The ones that generate the most revenue are the ones that require the least work in our case.

5 years ago we were working with 6 operators, 2 of those 6 are in our current top 5, and one just outside. Our current largest operator has only been on the market for a year, and offer the worst rev share, but are a pleasure to deal with, and we identified their earning potential early.

[Sherlock]

Not sure how much, but way over 50% was coming from Bet365 c***s. Likely over 75%. No one was close to their conversions and retention, so it justified the number.

[GlobalPokerSites]

50-60%

[DamienVee]

I try to keep things diversified and avoid letting any single program go above 20% of my total earnings to stay safe from sudden terms changes

[arix]

what stands out in that table is that positions 3 to 10 barely moved in five years, its the long tail that collapsed. everything outside the top 10 went from about 53% to 28%, and nearly all of it went to the number one program. so its less about depending on a few partners and more about one brand converting so much better that it eats the rest.

from the build side the practical hedge is making the swap cheap. if toplists, bonus boxes and review ctas pull from one central brand config instead of being hardcoded in hundreds of posts, replacing the top program after a terms change takes minutes instead of a week of editing, and that week is where most of the lost revenue happens.

[GlobalPokerSites]

I try to keep things diversified and avoid letting any single program go above 20% of my total earnings to stay safe from sudden terms changes

I find that normally players prefer certain platforms. No point trying to push them too much in a different direction as can negatively effect gross earnings.