AFFILIATE SHOWCASE: BIG BETTY PARTNERS
Loyalty is the new payout: What actually keeps affiliate partners in iGaming?
By Bohdan, Head of Affiliates at one of the industry’s fastest-growing casino and betting affiliate program specialists, Big Betty Partners.
F
or most of the last decade, affiliate programs in iGaming competed on one number: the rate. Whoever offered the richest RevShare or the fattest CPA got the traffic. That race isn’t over, but it’s no longer the whole story – and Bohdan, Head of Affiliates at Big Betty Partners, argues the programs that will matter over the next few years are the ones being judged on something harder to fake.
BUILDING RELATIONSHIPS “Anyone can raise a rate for a quarter,” Bohdan says. “What a partner actually remembers is whether someone picked up when there was a problem, whether the payment landed on time every single month, whether the relationship survived a bad one. That’s not on any comparison table, but it’s what decides whether a partner is still sending you traffic in three years.”
That shift shows up most clearly in how affiliate teams manage traffic itself. A partner running SEO content behaves nothing like one running paid social or influencer campaigns – different lead times, different compliance needs, different signals of what ‘working’ looks like. Treating them the same, Bohdan says, is where a lot of programs quietly lose partners without ever noticing why.
18 SEPTEMBER 2026 GIO
“Traffic-channel management isn’t a back-office function anymore, it’s a core skill,” he says. “An SEO partner needs patience and long cookie windows. A paid-social partner needs fast, accurate data so they can adjust spend the same day. If your program can only serve one type of partner well, you’ve already limited how big you can grow.” Scaling an affiliate operation, in his view, comes down to infrastructure a partner can actually feel – not just what’s promised at sign-up. At Big Betty Partners, that means every new partner is contacted by a dedicated Affiliate Manager within 24 hours of signing up, and stats update roughly every 20 minutes rather than once a day, so partners can see what’s converting while it’s still actionable. Commercial terms are built to fit different traffic types rather than force everyone into one model: RevShare from 25 percent to 60 percent, CPA up to €600 per player, a hybrid option combining CPA with lifetime RevShare, and sub-affiliate terms from 2.5 percent for partners building their own networks underneath a program.
“None of that is exotic,” Bohdan says. “What’s harder is doing it consistently at scale, across 20+ regions with strong European positions, without the personal part disappearing. That’s the actual job – not
designing a rate card but building a team and a process that can hold a relationship together as the numbers get bigger.”
PARTNER ACTIVITIES Founded in 2021 and now running a marketing portfolio of nine iGaming brands, Big Betty Partners has built its affiliate operation around that same premise: fewer, deeper relationships rather than volume for its own sake.
Looking ahead, Bohdan says the program has two projects in motion for partners. The first is The Big Betty Night – a private evening reserved for Big Betty partners, taking place on 29 September at 19:00 at Virtus Palace in Lisbon. The second is a new season of its Big Deal Show promo format, following the first season.
“The Big Betty Night is a private evening that guests can attend only after their participation has been confirmed. We wanted to create a space specifically for our partners, rather than another trade-show crowd,” he says. “And with a new season of Big Deal Show on top of that, the coming months will be packed with new projects and partner activities for Big Betty.”
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