Gaming affiliate programs: All you need to know to succeed 

The gaming world is leveling up also in affiliate marketing, with a staggering 74% of iGaming businesses pulling in new gamers through affiliate channels, as revealed by a 2022 iGaming Business Affiliate Network survey. This scene is a goldmine for publishers, streamers, and influencers looking to boost their earnings. Diving deep into the game of affiliate marketing within the gaming niche, we’re unpacking everything you need to know to prepare for success from the quick-check hold period to the kinds of actions that’ll get you paid, and tips on scoring better deals while keeping your traffic legit. Whether you’re a seasoned gaming publisher or looking to cash in on your gaming platform, this guide’s got you covered with strategies to master the gaming affiliate programs.

1. The hold period: a fast-paced verification process

The gaming industry sets the pace with a notably short hold period for verifying traffic quality and making decisions on approvals or declines. Typically set at 30 days, this period can be significantly shortened for experienced publishers recognized for their quality traffic, potentially dropping to 15 or even 7 days based on agreements with advertisers. This rapid verification process highlights the gaming industry’s dynamic nature and underscores the critical importance of delivering high-quality traffic.

2. Diverse payment methods in gaming affiliate programs

Gaming programs offer a variety of actions that publishers can capitalize on. These range from CPI (Cost Per Install) in mobile offers to CPL (Cost Per Lead), CPP (Cost Per Player), and CPA (Cost Per Action), including effective registration and active player engagement, combo payments, winback scenarios, pack/game purchases, and RevShare models. 

Diving deeper into these opportunities:

• CPL (Cost Per Lead) breaks down into SOI (single opt-in), which the publisher earns as soon as a player registers for the game, and DOI (double opt-in), which requires email confirmation post-registration.
• CPP (Cost Per Player) rewards start accumulating from the moment a player logs in and continue to grow based on their activity within the game, such as time spent playing, levels completed, or participation in tournaments.
• CPA (Cost Per Action) covers a broad spectrum, including:
  • Effective Registration: Generally signifies a player logging in.
  • Active Player Engagement: Actions like completing tutorials, character creation, reaching certain levels, or participating in a set number of battles. The actions should be realistic and achievable.
  • Combo Payments: Earnings for both registration and active engagement.
  • Winback Scenarios: Occasionally, advertisers pay for re-engaging players who haven’t logged in for an extended period, aiming to rekindle their interest in the game.
• Pack/Game Purchases: Publishers earn a commission based on the cost of the game pack purchased by the user.
• RevShare: A revenue-sharing model where publishers earn a portion of the revenue from in-game purchases over a specified duration.

Each of these actions has its own set of criteria and rewards, encouraging publishers to not only attract new players but also engage them deeply within the game environment. This diverse payment structure ensures that publishers can find multiple avenues to generate revenue, catering to different gaming behaviors and preferences. So no matter what content you prepare you can surely find gaming affiliate programs tailored to your needs and test out different ways of earning. 

3. Advanced terms for gaming publishers: enhancing cooperation

Advertisers in the gaming world are often willing to negotiate more favorable terms with top-performing publishers. This can include increased rates or shortened hold times. To qualify for these enhanced terms, publishers must demonstrate their ability to drive significant traffic and maintain its quality. This aspect emphasizes the importance of not just the quantity but also the quality of traffic, with the potential for renegotiation based on performance metrics. It’s a testament to the dynamic partnership between publishers and advertisers, aiming for mutual growth and success.

4. Moderation specifications: ensuring quality and trust

Moderation in gaming programs is stringent, with new or untrusted affiliate marketers often declining to protect against fraud traffic. Publishers who can provide a comprehensive description of their traffic sources and past successes have the opportunity to be put on probation. This includes details on where traffic is bought, volume commitments, and proof of cooperation with other networks. Such transparency is key to building trust and securing a place within an advertiser’s gaming program.

The gaming industry offers a fertile ground for both advertisers and publishers to grow their businesses. By understanding the specifics of gaming programs, from the hold period to payable actions and beyond, stakeholders can navigate this space more effectively. The key lies in balancing quality traffic with strategic engagements and fostering mutually beneficial partnerships. As the industry continues to evolve, staying informed and adaptable will be crucial for ongoing success and profitability in the gaming world.