Marketing
CPA (Cost Per Acquisition)
Cost Per Acquisition
Definition
A flat fee paid to an affiliate or media partner for each qualifying new depositing player.
Why it matters
CPA is the dominant affiliate commission structure in mature regulated markets. The operator pays a fixed amount (typically several hundred dollars in major markets) for every FTD the affiliate delivers that meets qualifying criteria (minimum deposit, qualifying wager, KYC completion). The benefit to the operator is predictable acquisition economics; the benefit to the affiliate is upfront payment without long-tail risk on player retention.
The shift from revenue share to CPA in many markets reflects several pressures. Listed operators prefer predictable cost structures. Increasing player protection controls (affordability checks, bonus restrictions) reduce long-tail player value, which makes revenue share less attractive to affiliates. And some markets explicitly restrict ongoing revenue share affiliate models. Mature affiliates negotiate for hybrid arrangements that retain some upside if a delivered player turns out to be high-value, but pure CPA is now standard in the UK, much of the US, and selected European markets.
Frequently asked questions
What qualifies a player for CPA payment?
Defined contractually. Common criteria include minimum first deposit amount, minimum qualifying wager amount, completion of KYC, and a holding period (often 30 to 90 days) during which the player must not be flagged as fraud or chargeback. Disputes between operators and affiliates over qualifying criteria are common.
Why don't operators run all affiliates on revenue share?
Several reasons. Predictability of acquisition cost matters for budgeting. Bonus and responsible gambling restrictions in regulated markets reduce long-tail player value. Affiliates also prefer CPA in many cases because of cash flow timing.