So, you’re curious about Affiliate Marketing in iGaming. Maybe you’ve heard it’s a high-energy, fast-moving space where marketing meets commercial strategy. Maybe someone’s mentioned career prospects. Or maybe you’re hiring for this role and want to get under the skin of what makes a great candidate. 

Wherever you’re coming from, this guide is here to help. We’ll explore what Affiliate Marketing Managers actually do, why the role is important in iGaming, what makes someone thrive in it, and what kind of career path you can expect. Let’s dive in. 

What is an Affiliate Marketing Manager? 

In simple terms, an Affiliate Marketing Manager oversees relationships with affiliate partners - external websites and publishers that refer traffic and customers to a gaming brand in exchange for commission. 

But that’s just the surface. In reality, this role is a smart blend of relationship management, commercial negotiation, data analysis, and creative marketing. You’re part salesperson, part analyst, part strategist. 

You’ll often be managing hundreds of affiliate accounts, keeping an eye on performance, fine-tuning commission deals, and making sure your brand is getting in front of the right players, in the right way. 

Where It Sits in the Business 

Affiliate Marketing Managers typically sit within the Marketing or Acquisition team. Depending on the size of the company, they might report to a Head of Acquisition, a CMO, or a Country Manager if the role is market-specific. 

They work closely with: 

• CRM and Retention teams 
• SEO and Content Marketing 
• Legal and Compliance (essential for regulated markets) 
• Product and Design 
• Business Intelligence or Data teams 

In smaller businesses, you might be the sole person running affiliates. In larger organisations, it’s a full team effort with tiered roles (Exec, Manager, Head of Affiliates, etc.). 

Why This Role Matters 

Affiliate marketing is often a major acquisition channel in iGaming - especially in casino and sportsbook. For many operators, affiliates drive a significant chunk of new player traffic, often outperforming other paid media channels in terms of ROI. 

A good Affiliate Marketing Manager doesn’t just bring in volume - they bring in quality players, build sustainable partnerships, and drive long-term revenue. 

You’re responsible for: 

• Delivering monthly acquisition targets 
• Develop and optimise the affiliate program 
• Maintaining healthy margins 
• Managing fraud and bonus abuse risk 
• Protecting the brand’s reputation 

Put simply, the business counts on you to bring in the right players, at the right cost, in the right way. 

What Affiliate Marketing Managers Do: Core Responsibilities 

Every role varies a bit, but here’s a typical to-do list: 

• Recruit and onboard new affiliates 
• Manage existing affiliate relationships 
• Negotiate commission deals (CPA, revenue share, hybrid) 
• Monitor traffic and conversion metrics daily 
• Analyse performance and optimise based on ROI 
• Work with legal to ensure promotions are compliant 
• Attend affiliate conferences and networking events 
• Collaborate on creative assets and landing pages 
• Flag suspicious activity or fraud to relevant teams 

In short, you’re wearing many hats - commercial, operational, and strategic - all at once. 

A Day in the Life 

Here’s what a typical day could look like! 

9:00am: Coffee in hand, you check the dashboards. One of your top affiliates has dropped in FTDs overnight - time to dig into the data and spot what’s changed. 

10:30am: Weekly call with an affiliate partner. You discuss campaign performance, tweak a banner, and agree to test a new offer next week. 

12:00pm: Quick sync with the CRM team to make sure welcome offers are aligned across all channels. 

1:30pm: Back from lunch. You spend an hour analysing how your newest affiliate performed over their first week. You make notes on player quality and send them a friendly nudge with optimisation tips. 

3:00pm: Meeting with compliance to review updated advertising rules in one of your key markets. You’ll need to update some copy and notify relevant partners. 

4:30pm: Inbox time. You respond to leads from an affiliate network you met at the last conference. A couple look promising - you tee up intro calls for later in the week. 

6:00pm: Last check of the numbers. Things are back on track. You log off feeling like today made a dent. 

Inside iGaming: What Makes This Role Unique 

Affiliate marketing exists in lots of industries - but in iGaming, it’s different. 

Why? Because regulation, player value, and reputation management all add layers of complexity. You’re not just working with influencers or bloggers - you’re working with professional affiliates who often know the market inside-out. Some of them run multi-million-euro operations. 

You’ll also need to understand: 

• Bonus abuse and fraud risk (and how to spot it) 
• Regulated vs unregulated market nuances 
• How FTDs, NGR, and LTV are tracked and reported 
• The tech stack – tracking software, CRM tools, compliance platforms 

And let’s not forget the events. iGaming is big on networking, and conferences like SiGMA, iGB Affiliate, and ICE are great places to build relationships and stay plugged in. 

Career Path: Where Affiliate Marketing Can Take You 

Many Affiliate Marketing Managers start as Affiliate Execs or Coordinators. From there, the path can look like: 

• Affiliate Marketing Manager 
• Senior Affiliate Manager (bigger markets or higher-value partners) 
• Head of Affiliates (leading strategy and team management) 
• Head of Acquisition / Marketing Director (beyond just affiliates) 

Some people move sideways into commercial, partnerships, or even product roles. If you like variety, there’s room to grow in multiple directions. 

Salary Guide 

This will vary depending on location, company size, and experience—but here’s a rough guide: 

• Junior / Entry-Level: £25,000 – £35,000 
• Mid-Level (2–5 years’ experience): £40,000 – £70,000 
• Senior / Head of Affiliates: £80,000 – £100,000+ 

Note: Salaries in Malta, the UK, and mainland Europe can differ. Many roles also offer performance-based bonuses. 

What Employers Look For 

Hard skills: 

• Experience with affiliate networks and tracking tools (e.g. Income Access, NetRefer) 
• Understanding of digital marketing metrics (CPA, ROI, LTV) 
• Strong Excel / data analysis skills 
• Commercial negotiation experience 

Soft skills: 

• Excellent relationship-building and communication 
• Organised, with strong attention to detail 
• Resilience and adaptability (it’s a fast-moving space) 
• Curiosity and drive – affiliate marketing rewards proactive people 

To stand out? 

Show that you understand the business of iGaming. Employers love candidates who can talk not just about traffic and conversions, but about player value, compliance, and retention. 

Languages are also a huge plus in regional markets. 

Pros and Cons 

Pros: 

• Great earning potential, especially with bonuses 
• High visibility – your work directly impacts revenue 
• Opportunities to travel and attend global events 
• Fast-paced, varied, and never boring 

Cons: 

• Performance pressure – you’re judged on numbers 
• Can be repetitive (e.g. lots of partner management) 
• Time zones – partners aren’t always in your country 
• Regulator changes can disrupt campaigns overnight 

Advice from the Experts 

“The best affiliate managers we place are the ones who don’t just ‘manage’ affiliates—they act like mini-GMs of their portfolio. They care about performance, optimise constantly, and build genuine trust with their partners.” 

Gareth Mulley, Head of Practice - Marketing, Pentasia 

“Be curious. Learn how other channels work too. The more you understand the full player journey, the better you’ll be at optimising affiliate campaigns.” 

Senior iGaming Marketer (former affiliate manager) 

How to Get Started / Hire for This Role 

Looking to break into affiliate marketing in iGaming? 

Submit your CV or speak to one of our recruitment consultants. We can help match your skills to the right opportunity. You can also explore marketing roles here: https://www.pentasia.com/jobs/#/marketing 

Hiring for this role? 

Let’s talk. We’ll help you define what you really need, whether it’s regional expertise, a revenue-driving mindset, or experience with regulated markets. 

Email: gareth.mulley@pentasia.com