Revenue Share

Revenue share was the historical affiliate model in online gambling, with affiliates receiving 20% to 40% of NGR from acquired players for the duration of the relationship (some contracts include lifetime relationships, others apply caps). The model aligned affiliate and operator economics: affiliates were incentivized to deliver high-value engaged players because their compensation tracked player value over time. The shift from revenue share to CPA in many markets has been driven by several factors. Listed operators prefer predictable acquisition cost. Bonus and responsible gambling restrictions in regulated markets reduce long-tail player value, making revenue share less attractive to affiliates. Some markets explicitly restrict ongoing revenue share affiliate models. The trajectory in major regulated markets is dominantly toward CPA, with revenue share persisting more in markets where licensing or commercial dynamics support it. Hybrid arrangements split the difference for selected affiliates with negotiated terms.