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Chapter 1: How Do Online Casinos Make Money?

Before we get too far along, it’s worth taking a step back and looking at how online casinos make money and, more importantly, how that money filters down to their affiliate partners.

Like their land-based counterparts, online casinos are always on the lookout for new customers and their own advertising efforts can only bring them so many new players. That’s why casino operators are more than willing to pay a handsome bounty to anyone who’s sending business their way. Here’s an example of how it works.

  • After reading a great article on online poker tournaments at your site, a  potential player clicks on a link to one of your partner casinos.
  • As soon as they click-through, a small tracking program called a cookie is installed in their computer. This program is what’s going to tell the casino that you sent this player their way.
  • Once the player makes an online deposit at the casino he or she has been officially converted and is now your player.
  • From there on out you’ll get a cut of your players’ losses for as long as they’re playing on that site.
  • Every month your casino partners cut you a check based on how much your players are losing, so the more players you bring them, the better off you’ll be.

It’s sounds simple and, like everything that sounds simple, it’s actually pretty complex. Players, it turns out, like to bargain shop, compare prices and move from casino to casino. You can’t simply land a few players, sit back and count your money because your best players will probably move on at some point.

Casino affiliate marketing requires a continuous effort to find, convert and keep players. That’s why keeping high quality content on your site is so important. Players look to affiliate partner sites to provide them with the information they need to select online casinos.


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