We don’t set up every casino operator that signs up to our All In Affiliates platform. Only advertisers who meet our strict requirements are onboarded. Our goal is to connect affiliates with partners who deliver real results and long-term opportunities.
Here’s our criteria for evaluating new casino advertisers.
1. Reputation & Track Record
How long has the company been around? We prioritize operators with a verifiable history. When a long track record exists, we look for complaints, disputes about payments, or anything that signals potential risk. A clean, established reputation helps protect our affiliates.
2. Payment Terms
This is one of the most important factors. We ask upfront how quickly revenue is confirmed once the month closes, when payments are made, which payment methods are supported, and whether an IO is required. Getting clarity early prevents surprises later and ensures reliable cash flow for us and our affiliates.
3. Commission Structure
What type of affiliate deals are available? Offers must be competitive and fair. If they’re too high it may suggest inexperience or unsustainable numbers, while too low may signal limited budgets or weak conversion performance. We look for balanced, realistic structures that support long-term partnerships.
4. Conversion & Retention Metrics
We request key metrics such as click-to-reg and reg-to-deposit. Performance numbers help set expectations, but there’s no way to truly know these metrics until a campaign is active.
5. Reasonable KPIs
We accept essential KPIs such as excluding duplicates, fraud, or self-excluded players. Beyond that, we’re strict about what’s allowed. To avoid hidden or unreasonable KPIs, we often self-implement baselines so both sides know exactly how quality will be measured. This helps prevent future disputes or commission holds.
6. Affiliate Support
A reliable, responsive account manager makes a huge difference. Communication, transparency, and proactive problem-solving are non-negotiable. We want partners who support us so that we can support our affiliates.
7. Tools & Technical Capabilities
Operators must offer dependable tools ie a functional affiliate dashboard, postback integration, and API availability. A strong technical infrastructure makes optimization easier and helps affiliates scale effectively.
8. Market Fit
We only consider casino brands that target the geos our affiliates operate in. Wider GEO coverage is always a plus. We prefer brands with broad market availability over those focused on a single niche region.
Final Thoughts
Not every gambling advertiser is worth promoting. But it is always worth taking the time to vet each one properly. By being selective, we save our partners from wasting traffic on weak offers so they can focus on brands they can actually scale.