We have reviewed 18 UK bookmaker affiliate programmes covering revenue share rates, CPA availability, negative carryover policy, tracking platforms and minimum payout thresholds. Every programme listed here operates under a UK Gambling Commission licence.
The UK iGaming affiliate market is one of the most competitive in the world. Commission rates range from 25% RevShare at entry level to 50% at top tiers for programmes like Parimatch. CPA deals run from around £50 per FTD for smaller operators to £300 for Tier 1 GEOs on international programmes.
In 2026, the top picks for UK sports affiliates are Betway via Super Partners (no negative carryover, 2-hour reporting, 20-plus brands), Betfair via Flutter Partners (exchange product, flexible deals) and BetVictor (30% primary product, Income Access, CPA up to ~£100). Use the tabs below to filter by commission model.
Rates and terms change. Always verify directly with the programme team before applying.
UK bookmaker affiliate programmes use four main commission structures. Understanding the differences before you apply determines how much you earn and how cash flow works across your portfolio.
How it works: You earn a percentage of the net gaming revenue (NGR) your referred players generate each month. The percentage is applied after the operator deducts costs including bonuses, chargebacks and - at some programmes - an admin fee.
Pros: Long-term income. Players who stay active continue generating commission for months or years. Best programmes offer lifetime RevShare.
Cons: Slower to earn from compared to CPA. A bad month with high player wins can reduce or wipe your monthly payment. Watch for admin fees deducted from NGR before your percentage is calculated.
Typical range: 25% to 50%
How it works: You earn a fixed payment for each qualifying first-time depositor (FTD) you refer. The player must meet the operator's qualifying criteria - minimum deposit, minimum bet activity - before the CPA is paid.
Pros: Predictable, upfront income per player. You know what you earn per conversion. Good for affiliates with high-volume, lower-retention traffic.
Cons: No ongoing income from the player. If the player becomes a high-value long-term customer, RevShare would have paid more. CPA deals often have volume requirements.
Typical range: £50 to £300+ per FTD
How it works: Combines an upfront CPA payment per FTD with an ongoing RevShare on the same player's activity. You get immediate returns and retain long-term income from the same referral.
Pros: Best structure for affiliates with quality traffic that converts to long-term players. Balances cash flow from CPA with compound income from RevShare.
Cons: RevShare percentage in hybrid deals is usually lower than a pure RevShare deal. CPA element is also typically lower than a standalone CPA rate.
Typical range: CPA £30-£75 + 15-25% RevShare
How it works: When your referred players win more than they lose in a given month, you end up with negative NGR. With negative carryover, that deficit rolls into the following month and must be cleared before you earn again.
Pros: Standard in most programmes. Not an issue if your player book generates consistent positive NGR.
Cons: A single high-roller win in one month can wipe multiple months of earnings. Programmes with no negative carryover reset to zero each month regardless. Always check this before signing.
Typical range: Policy varies by programme
Commission rate is the headline number but rarely the most important factor. These six points determine whether a programme actually pays as well as it looks on paper.
This is the single most important policy to check before joining any bookmaker affiliate programme. If the programme has negative carryover by default, one bad month can cancel several months of positive earnings. Betway (Super Partners), Betfair (Flutter Partners) and Londonbet all confirm no negative carryover in their written terms. Always get this in writing.
Some programmes deduct an admin fee from gross revenue before calculating your commission percentage. FDJ United programmes (32Red, Unibet) include a 35% admin fee in the Net Revenue definition. A 35% RevShare on Net Revenue after a 35% admin fee is materially different from 35% on gross. Read the commission calculation section of the terms carefully.
Income Access, NetRefer, MyAffiliates, RavenTrack and Affelios are the main platforms used by UK bookmaker affiliates. Super Partners (Betway) updates reports every 2 hours - faster than most. Platforms differ in how they handle sub-affiliate tracking, campaign-level breakdowns and cookie attribution. Test the dashboard before committing to long-term promotion.
32Red via FDJ United operates a 45-day last-click cookie. A longer cookie window gives referred players more time to register and deposit before you lose credit. Last-click attribution means whoever sent the player's final click gets the credit. Know how the programme handles direct traffic and returning users.
Hollywoodbets requires £250 before processing a payment. FDJ United programmes require 100 EUR (700 EUR for bank wire). easyBet pays in USD with a $50 minimum. If you are promoting multiple smaller programmes, cash flow can become an issue if earnings sit below threshold for months. Factor this into which programmes you prioritise early.
The Betfair Exchange brand converts a different audience from a standard sportsbook - serious bettors with higher lifetime value. Betway's Arsenal and Man City partnerships drive conversion on football comparison content. Parimatch's 50% RevShare is high, but the brand is less established in the UK than Betway or Betfair. Match the brand to your audience before choosing on commission rate alone.
TBC = not confirmed in published terms. Always verify directly with the programme. Rates subject to change.
All UK bookmaker affiliates must comply with UKGC advertising standards and the ASA CAP code. These are not optional - violations can result in immediate programme termination and potential UKGC enforcement action against both the operator and the affiliate.
18+ and HFSS Rules
All content must display 18+ warnings. Under HFSS restrictions, gambling ads must not appeal to under-18s in format, imagery or copy.
Clear Ad Labelling
All paid placements must be clearly labelled with #ad or 'sponsored'. CAP Code requires this to be prominent, not hidden in footers.
Bonus Terms Accuracy
Any welcome offer or bonus promoted must accurately reflect the current published terms. Promoting expired or inaccurate offers is a compliance breach.
Self-Exclusion Removal
If you run direct email marketing, self-excluded players must be removed from your mailing lists. Most programmes mandate this explicitly in their terms.
