We have all gone to sports or gambling content websites and seen the gambling operator links. The big players (FanDuel, DraftKings, BetRivers, BetMGM, et al) seem to have a link on every webpage. Some may think those companies are paying every site to list their ads. The reality is that many of these sites represent what are called “gambling affiliates”.
What is a Gambling Affiliate?
Gambling affiliates are marketing companies that entice consumers to click on links to gambling sites. They do not get paid unless you deposit money after clicking through. Most people avoid clicking on ads, especially “vice-provider” ads. But in the competitive business of gambling, clicking through an affiliate link can provide a valuable service to both the gambling operator and the gambler.
Before you click an ad on a random website, it’s important to know that there are both good and bad actors in this space. In the wild-west environment of internet gambling it is inevitable that there will be some unsavory characters. There will always be click-bait when click throughs get paid.
Look Before You Click
Before clicking though any links, here is our checklist for estimating the trustworthiness of a gambling affiliate website:
- Recent and up to date content. A big red flag is reading stale content. If the content provider is not actually providing valuable content, the legitimacy of their links could be suspect.
- Current operator reviews. The value of a gambling affiliate is an expert level analysis of gambling operators. This includes those they do not have relationships with. An affiliate should be able to tell you where the best sign-up bonuses are, the methods of deposit/withdrawal, how quickly withdrawals are processed, betting limits, etc. In an industry as competitive as gambling, the details are constantly evolving, and affiliates should be able to keep up with these changes.
- A “black list”. Not only should consumers be comfortable with an affiliate’s recommendations, they should also be able to find operators to avoid. A “black list” requires a certain level of editorial integrity. It demonstrates that the affiliate is not just a shill for anybody willing to give them a piece of the action. If a site is not willing to have a “black list”, they should at least have some negative reviews or low ranking reviews.
- Geographically segmented information. In the U.S., legal operators vary from state to state. Internationally, everything varies by country. When a website offers generic information with a disregard for even a mention of local legislation, their integrity can be questioned. Geo-targeting is not a new concept.
- Recognizable URL links. Before committing to a click, desktop users can hover the pointer over a link to see where it is pointed. I always do a quick glance before clicking to make sure I haven’t been bamboozled by click-bait or an unscrupulous redirect. If I am clicking on what looks like a FanDuel banner, I need to see “FanDuel.com” in the link’s URL.
The gambling affiliate game is as competitive as the gambling biz itself. A legitimate and successful gambling affiliate company provides a service to both the operators and the gamblers. Finding a trustworthy gambling affiliate only takes a few minutes and can lead a gambler to the best experience possible. It is one of the only things that are truly free to the gambler.
