What is a real premium affiliate in your eyes?

Almost everyone calls themselves a premium affiliate and understandably wants the best and most exclusive deals. Many cannot understand that their deal will be cut at some point and are completely shocked.

When do you think you are a real premium affiliate who deserves a deal that is better than the competition?

If you bring in at least 100 new first-time depositors per month, even if they generate little revenue? Or maybe only 20, but they generate a lot of revenue?

Or what if you've brought in 50 new first-time depositors every month for 2 years, but then only 5 per year for the next 2 years? Can you still call yourself a premium affiliate?

I'm curious to hear your opinions, as I had a discussion with a colleague about this topic just yesterday.

A tough question to answer.
IMO, premium affiliates is either those who send over 1000 FTDs per month. Or, affiliates that has super high quality traffic that is converting extremely well. Think about communities and streamers that can provide instant traffic.

An interesting subject, Jambo. You got me thinking about this at length. A premium or super affiliate to me, is someone who makes a lot of money per month. As for the FTDS that are obtained, well that all depends, really.

You can bring in 200 FTDS in a month, and they might not generate a huge amount of money. Or, you can bring in 50 FTDs or less, who will bring you $100,000 and most likely, much more.

Affiliates don't usually want to go public with this type of information, because it's confidential. I personally feel uncomfortable in doing that.

Hundreds if not thousands of FTDs per month will typically lock you in for special status.

Specially if you bring the type of traffic the site wants... i.e. recreational gamblers.

If you bring "alternative traffic", less valuable traffic, the sites are less enthusiastic. As some people found out with Commission Kings recently... and will find out with other brands soon enough...

(things are changing!)

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Originally Posted by Cash Bonus

You can bring in 200 FTDS in a month, and they might not generate a huge amount of money. Or, you can bring in 50 FTDs or less, who will bring you $100,000 and most likely, much more.

Affiliates don't usually want to go public with this type of information, because it's confidential. I personally feel uncomfortable in doing that.

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Yes, that's how I see it too. Just because someone can bring a few hundred FTDs every month doesn't mean automatically good traffic.

Of course, nobody likes to talk about it in public. I'm also just asking out of interest because yesterday I had a long discussion with someone who sees himself as a super VIP Premium Affiliate just because he consistently brings 100 FTDs+ every month. This is of course not bad, but it does not help much if 90 of them only deposit 20-50$ and are then gone.

I think important is how much revenue the players are generating and not the amount of FTDs.

Someone is a premium affiliate when they actually care about all the stakeholders involved and not only their own bottom line. When their content has the intent of bettering those who look for it.

Strictly numbers speaking 100FTDs/month is a small affiliate. It's a nice little business venture for 1-2 people. You're probably making about 5-30k/month in revenue. If you're lucky to have those FTDs in a trendy market the business might be sellable for a million, if you are on the other side of the spectrum it's worth like 100k lol. With a lot of variables involved on the actual site ofc. From this point you can either decide to stay small and take a more hedonistic life approach or go full potato and try to scale.

Everybody (me up until very recently too) seems so obsessed with measuring their success as an affiliate in terms of margins, revenue, FTDs per month.

How about we bring in variables like the user experience, product differentiation and quality, giving players the actual best options based on their search intent! Now mixing that up with great traffic, FTDs and some epic, unorthodox SEO plays and we got someone to look up to. Hello casino.org :))

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Originally Posted by Jambo

Yes, that's how I see it too. Just because someone can bring a few hundred FTDs every month doesn't mean automatically good traffic.

Of course, nobody likes to talk about it in public. I'm also just asking out of interest because yesterday I had a long discussion with someone who sees himself as a super VIP Premium Affiliate just because he consistently brings 100 FTDs+ every month. This is of course not bad, but it does not help much if 90 of them only deposit 20-50$ and are then gone.

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100+ FTDs/month is nothing to some programs and a LOT to other programs so that matters for sure.

I can think of one of our partners who would probably provide my entire staff with *unmentionable pleasures* for 100 FTDs per month.

OTOH I can think of programs who would not even notice 100 FTDs and you would be lucky to get your emails to generic support answered.


FWIW, I would happily buy a business providing 100+ FTDs per month, even if they were $20-50 depositors. Introduce me if he wants to sell :)

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Originally Posted by Jambo

I think important is how much revenue the players are generating and not the amount of FTDs.

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You are a poker affiliate, so you know what I am about to say....

"It depends..."


For years sites have been moving towards a recreational model. So huge rake numbers, if generated from pros/winning players that yields an affiliate sheet that is a net withdrawer, is NOT being viewed as "profitable" any longer... at least not through the same lenses.

So "revenue" is being re-evaluated on a more holistic scale in the online poker industry.

And it isn't just Chico / Commission Kings... more are following suit, and possibly soon!


A casino affiliate that brought in 3 accounts a month would be laughed at... but if those accounts deposited 100k/month each that affiliate would be a defacto super-affiliate...

Relativity and all that jazz.

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Originally Posted by PROFRBcom

A casino affiliate that brought in 3 accounts a month would be laughed at... but if those accounts deposited 100k/month each that affiliate would be a defacto super-affiliate...

Relativity and all that jazz.

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haha yes thats true.

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Originally Posted by Eddie G

Someone is a premium affiliate when they actually care about all the stakeholders involved and not only their own bottom line. When their content has the intent of bettering those who look for it.

Strictly numbers speaking 100FTDs/month is a small affiliate. It's a nice little business venture for 1-2 people. You're probably making about 5-30k/month in revenue. If you're lucky to have those FTDs in a trendy market the business might be sellable for a million, if you are on the other side of the spectrum it's worth like 100k lol. With a lot of variables involved on the actual site ofc. From this point you can either decide to stay small and take a more hedonistic life approach or go full potato and try to scale.

Everybody (me up until very recently too) seems so obsessed with measuring their success as an affiliate in terms of margins, revenue, FTDs per month.

How about we bring in variables like the user experience, product differentiation and quality, giving players the actual best options based on their search intent! Now mixing that up with great traffic, FTDs and some epic, unorthodox SEO plays and we got someone to look up to. Hello casino.org :))

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5k of 30k is quite a big difference however, if you generate 100FTD's a month and ONLY make 5/30K you are doing something wrong....

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Originally Posted by Eddie G

Someone is a premium affiliate when they actually care about all the stakeholders involved and not only their own bottom line. When their content has the intent of bettering those who look for it.

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That is the point. (In non-poker as I was just educated), the traffic has to have potential to catch up whales.

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Originally Posted by affy

5k of 30k is quite a big difference however, if you generate 100FTD's a month and ONLY make 5/30K you are doing something wrong....

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Exactly. From 100 FTDs per month in sports, when the program is good, the 30K is made during the first year with my traffic that I consider as average (normal sample of sport interested visitors - so not some bonus abusers, but also not some highroller casino traffic).

However for me the first two years are never interesting.

How I really see it, that it is all about whales. But the whales rarely appear immediatelly. Whales grow, usually from very small players at least in sports. I always imagine some young guy, the only child with sick mother, who is bored to live with her, so he starts to gamble and loses his mcdonals income. Later his mother dies, he sells the 2M worth of house and he gambles it away and that is the moment I am waiting for. It is of couse 1 in 1000 or one in 10000 cases, but the good affiliate is the one who can catch those guys and his net is wide enough.

This is why revenue from closed bet365 account is defacto stable after 4 years when it was closed and after 6 years when my monthly FTDs peaked. And I am sure that in between some new taxes were introduced, so the real RS went down. Because I had many regs and FTDs, new whales were born there to level up the decay.

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Originally Posted by Sherlock

Later his mother dies, he sells the 2M worth of house and he gambles it away and that is the moment I am waiting for

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You're not holding back :-)

If you are not making mental obituaries to your whales, you are doing something wrong.

Do not hold back too. Even you are waiting for the moment when the mother dies painfully for ALS (I just woke up from a dream where I had ALS) and her only underweight virgin otaku finds his old gambling account - either consciously or not. Do not hold back or you will actually get the ALS :)

The only affiliates who are not waiting for the moment when the mother of future whale dies are those who cheer for the UKGC 1GBP max bet. That is a different story. Their office is in asylum.

An interesting question.


I think the premium affiliate is not only about money and an amount of FTDs.
It's also about quality. What could you give to your player? Maybe some unique offers, useful information, share your own experience, and etc.
I think quality info is also matters if we task about premium affiliate.

If the discussion is only about money it depends on the market. Each target market has own specifics. And the population in different countries is also different so it's hard to say 'premium' amount of FTDs. It depends on how big these deposits.

What is a real premium affiliate in your eyes?

Easy question. The top affiliate in my eyes is that who respects itself, works only with serious business, doesn't list different garbage on their site and provides top quality products and information to their customers/visitors - a trusted, well-known brand like Wikipedia.com but in the world of iGaming.

I can think of one right away; Casinomeister. As far as I know, an affiliate rep must meet Bryan face-to-face before their casino gets listed and then it goes through "Baptism-by-Fire." A trial period, in other words, when a casino gets placed in Grey Zone to ensure they don't start fuking around with players and meets Casinomeisters acceptance criteria which have no similarities in the world (according to him). Also, a rep must be around on the forum in case of any problems.

If I owned Casinomeister, I would make some changes towards improvements, but still, in my eyes, it is the top brand/affiliate.

I don't care about how much CM earns, as I don't look in other peoples pockets, but I know someone who brings 30K ND in one month.

No one knows him, plus he sends players to different sshit pits. In this case, I don't consider such an example as a top affiliate.

So, to me, it is brand name + trust + quality = top affiliate.

P.S Oh...and also, respect is an essential part he aswell, which can be achived through quality and trust.

i guess it depends on the perspective. For example 100ftd in a small market can be huge, in a big market/country or for a big operator it might not be much...

100 ftd if you are an affiliate who works solo, i personally think you can see yourself as a super affiliate while others might see you as a small fish.. so, every perspective will give a different meaning.

And for some its not all about the money, they count trust as well. But i know a lot of companies who dont give a damn about trust...if you bring in big money all doors open fast. Some even dont mind illegal funds..

I have worked on the casino side as well and most if not all super affiliates didnt even have a website. Some do just use paid google ads for example. Or media companies and netwoks bring in more than standard affiliates ever can.. Also dont forget those networks that have millions of subaffiliates that earn points or cash to promote certain casino brands..for many casinos such networks are seen as super affiliates and regular affiliates is just something extra...

Hey MediaPartner..

That's interesting about the google ads.. but every search I've ever done on google recently for casino terms has no ads, but google has their own play.google.com links at the top of every page... Maybe the ads were a thing done a few years ago..? Think there was a lawsuit recently filed against google about this..

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Originally Posted by JohnnyNight

Hey MediaPartner..

That's interesting about the google ads.. but every search I've ever done on google recently for casino terms has no ads, but google has their own play.google.com links at the top of every page... Maybe the ads were a thing done a few years ago..? Think there was a lawsuit recently filed against google about this..

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perhaps it is different in your area, but here those ads are still booming. I just checked and those ads are vissible for almost every gambling related keyword here in the netherlands even while online gambling was illegal here for a long time.

but ok, even if google ads are not possible, tons of other ppc and cpm ads are used as well on other channels such as bidvertising etc...

Yeah.. I think you're right about that... Different areas different results.. Thanks for your ideas about this...

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Originally Posted by Jambo

When do you think you are a real premium affiliate who deserves a deal that is better than the competition?

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Someone who can deliver 5-figure monthly profit to the partner.
It's not about a magic signups number, or even a turnover number ...

It's about the affiliate delivering target VALUE to the partner.

IMO Player Value, Rentention, and deposit values.. 300 bonus ftds at €20 cost much more to maintain than 1 loyal high roller, but premium also depsnds on the progream too,... not all brands know what to do with your traffic, but pretty much anyone that ranks for difficult keywords will be a premium affiliate.