Paynura iGaming Dictionary
Affiliate Marketing Terminology Explained by Paynura
Learn affiliate marketing terminology with Paynura’s iGaming dictionary. Clear definitions across Poker, eWallets, Sportsbook, and Casino, plus guides that show you how to turn every metric, deal type, and model into higher earnings.
The Affiliate Marketing Dictionary Begins Here
This is your reference point. Below you’ll find the complete breakdown of iGaming affiliate marketing terminology, organized into clear categories. Click any topic to jump directly to that section:
Each category focuses on terms you’ll encounter most often, with short definitions and links to deeper guides.
Core Payment Models
These are the structures that define how you get paid. Understanding them is key to negotiating strong deals in Poker, eWallets, Sportsbook, and Casino.
Rev Share (Net, Gross, Rakeback)
Affiliates earn a percentage of operator revenue from referred players. This can be based on net revenue, gross revenue, or models like rakeback in poker. Read more
CPA (Cost Per Acquisition)
A one-time fixed payout for each player who meets the qualification criteria (for example registration and first deposit). Read more
Hybrid Deals
A mix of CPA and Rev Share, giving affiliates upfront payments with long-term revenue potential. Hybrid deal guide
Turnover Share
Commission based on a percentage of total betting volume (turnover) generated by referred players, common in sportsbook deals. Read more
Compare iGaming Affiliate Payment Models
Use this overview when choosing or renegotiating your deal structure with operators or networks.
| Model | How It Works | Best For | Pros | Cons |
|---|
| Revenue Share (Rev Share) | Affiliates earn a percentage of net or gross revenue generated by referred players. | Long-term, high-LTV traffic (poker, casino, sportsbook). | Recurring income, aligned with player lifetime value. | Earnings fluctuate and typically build up more slowly. |
| CPA (Cost Per Acquisition) | Fixed payout for each qualified player (for example registration + first deposit). | High-volume affiliates with consistent traffic. | Immediate payout and predictable cash flow. | No participation in long-term revenue potential. |
| Hybrid Deal CPA + Rev Share | Combination of CPA and Rev Share in a single deal. | Affiliates balancing traffic costs and long-term gains. | Upfront security plus recurring revenue. | Can be less lucrative than pure models if not optimized. |
| Turnover Share | Commission based on a percentage of total betting volume (turnover). | Sportsbook-focused affiliates. | Earnings scale with total betting activity. | Lower margins; requires high player activity to outperform other models. |
Tracking & Acquisition
Tracking Link (Tracking ID)
A unique link containing your affiliate ID. It ensures that traffic and conversions are attributed correctly to your account. See tracking link
Promo Code (Sign-Up Code)
A custom code players use during registration. It activates tracking and may unlock special bonuses. Promo code details
Retagging
Retagging means updating or replacing an existing account tracking ID to ensure traffic is correctly attributed when links or conditions change. If a user is not tagged to any partner, they can be retagged under a network ID to access all benefits of the affiliate network deal. Read more about retagging
Creatives
Ready-made marketing assets—banners, landing pages, or social media materials—provided by the affiliate program. At Paynura, you’ll find exclusive branded banners and promo packs designed to convert. See creatives
Markets (GEOs, Restricted GEOs, Tier 1 Countries)
Defines where your traffic comes from. Includes region-specific deals, restricted countries, and Tier 1 markets such as the US, UK, Germany, and Canada, where payouts are usually higher.
Sub-Affiliate
An affiliate signed up under your account, essentially referred by you. You earn a percentage of their performance through a sub-affiliate program. Sub-affiliate terms
VIP Accounts & Special Programs
VIP Accounts in Affiliate Programs
High-value players or affiliates with exceptional performance may qualify for VIP status, unlocking better revenue shares, faster payments, and exclusive perks. Learn about VIP
Exclusive Offer
A special sign-up incentive available only through select affiliates, often including boosted bonuses or higher payouts. Exclusive offers
Promotional Periods
Limited-time campaigns where operators push special deals to boost traffic and deposits. Affiliates should plan ahead with tailored content and creatives. At Paynura, we run promo periods during slower months with extra incentives and performance targets for affiliates. How to prepare
FTD Bonus (First Time Deposit Bonus)
Rewards tied to a player’s first deposit. Can include free spins, tournament tickets, cashback, or free bets depending on the vertical. FTD bonus details
FPP – Frequent Player Program
Loyalty schemes that reward recurring activity, encouraging retention and higher LTV. Examples include points systems, cashback loops, and tiered rewards. Frequent player programs
Terminology You’ll See in the Affiliate Dashboard
At Paynura, affiliates access a powerful and intuitive dashboard that gives full visibility into performance. From traffic to commissions, everything is tracked in real time. For a full walkthrough of features, see our Paynura Dashboard Guide.
Below are the most common terms you’ll encounter. Some have dedicated articles for deeper explanations, especially those tied to payments and our multi-product setup.
Clicks
The total number of times your tracking links or creatives are clicked.
Registrations
Total number of players who completed sign-up through your tracking link or promo code.
Active Accounts
Registered players who engage in qualifying activity, such as deposits or gameplay.
Deposit / FTD
Money deposited by a player. A First Time Deposit (FTD) is the player’s first-ever deposit.
Revenue (Net Revenue)
Net earnings generated by referred players after deductions such as bonuses, chargebacks, or admin fees.
CPA Count
The total number of qualifying players credited under CPA deals.
Commission Rate
The agreed percentage or fixed fee you earn from referred players’ activity.
Rake
In poker, the fee charged by the house on each pot or tournament buy-in. Affiliates often earn a share of this rake.
Bonus
Promotional funds or free play given to players. This may affect net revenue calculations.
Deduction
Adjustments applied to revenue, such as chargebacks, admin fees, or fraud-prevention measures.
Cashback
A percentage of losses or spend returned to players as part of a loyalty or retention strategy.
Statement
A detailed breakdown of your earnings and activity for a specific period.
Payments
How commissions are settled—options include upfront, custom, monthly, and crypto payouts.
Multi-Product Paynura
A Paynura-specific feature allowing affiliates to run and separately track multiple verticals within one brand (poker, sportsbook, casino) using a single tracking link. Example: bet365 with poker, sportsbook, and casino.
Full Glossary A–Z
Use the quick links above or scroll through each letter. Click any heading in the sticky bar to jump back to the top categories.
A
Terms starting with A
Advertiser
The brand or company promoting products via affiliate marketing. Also known as a merchant.
Affiliate
An individual or entity promoting offers in exchange for commissions. Also called a publisher.
Affiliate Agreement
The legal contract defining terms, commission rates, and conditions between merchant and affiliate.
Affiliate ID
Unique tracking code assigned to each affiliate for performance and commission tracking.
Affiliate Link
A specialized URL with tracking parameters that attribute clicks, signups, and sales to the affiliate.
Affiliate Manager
The person managing affiliate programs—responsible for recruiting, supporting, and optimizing affiliate performance.
Affiliate Network
A platform that connects merchants and affiliates, handling tracking, reporting, and payouts.
Affiliate Program
The system that allows affiliates to promote a brand and earn commissions through unique links.
Anchor Text
The clickable text in a hyperlink. Optimized anchor text supports SEO and helps guide user intent.
Attribution
The process of assigning credit for a sale or lead to the right affiliate or traffic source.
B
Terms starting with B
Bonus
Extra funds, free spins, or free bets given to players. Bonuses usually impact net revenue calculations.
C
Terms starting with C
Campaign
A structured marketing effort with specific goals, audiences, and creatives.
Caps
Limits on the number of sales, signups, or leads an affiliate can generate in a given period.
Chargeback
A transaction reversal due to fraud or dispute, which reduces affiliate earnings.
Click Pixel
A small tracking code used to record clicks and conversions.
Click-Through Rate (CTR)
Percentage of users who click on an ad or link compared to the number of impressions.
Commission
The payout affiliates earn for generating sales, leads, or specific actions.
Conversion Rate (CR)
The percentage of users who complete the target action, such as signup or deposit.
Cookie
A file stored on a user’s device that tracks actions for accurate attribution.
Cookie Length
The timeframe (for example 30 days) during which affiliates earn credit for conversions after a click.
Cost Per Action (CPA)
A payment model rewarding affiliates per qualified action, such as signup, deposit, or purchase.
Cost Per Click (CPC)
A model where affiliates earn per click, regardless of conversion.
Cost Per Lead (CPL)
Payout based on generating qualified leads, such as email signups or form completions.
Creatives
Marketing materials (banners, landing pages, text ads) provided by affiliate programs.
D
Terms starting with D
Deep Linking
Direct links to specific product or landing pages for higher relevancy and better conversion rates.
Deduction
Adjustments applied to affiliate earnings, such as chargebacks, fraud, or bonus costs.
Deposit
Funds added by a referred player, including First Time Deposits and qualifying deposits.
E
Terms starting with E
Earnings Per Click (EPC)
Average earnings generated per click; a key metric to compare campaign performance.
Earnings Per Lead (EPL)
Average revenue affiliates earn per qualified lead.
Exclusive Offer
Special promotions reserved for selected affiliates, often with higher payouts or unique bonuses.
F
Terms starting with F
Frequent Player Program
Loyalty schemes rewarding recurring activity with cashback, points, or tiered perks.
FTD Bonus (First Time Deposit Bonus)
A reward tied to a player’s first deposit—can include free spins, cashback, free bets, or tournament tickets.
L
Terms starting with L
Landing Page
The page a user reaches after clicking an affiliate link, optimized for conversions.
Lead Magnet
Free resources (for example ebook or guide) offered in exchange for user contact information.
Lifetime Value (LTV)
Total revenue a player generates throughout their lifecycle.
Link Cloaking
Masking affiliate links to appear cleaner and more user-friendly.
M
Terms starting with M
Merchant
The business offering products or services via an affiliate program. Synonym for advertiser.
Multi-Level Marketing (MLM)
A structure where affiliates earn from their own sales and those of their recruits.
Multi-Product (Paynura-specific)
The ability to promote and track multiple verticals (casino, sportsbook, poker, eWallets) under one brand setup.
N
Terms starting with N
Network Fee
Charges some affiliate networks apply for platform and service use.
Negative Carryover
Losses rolling into the next period, which can reduce affiliate commissions.
P
Terms starting with P
Pay Per Click (PPC)
Payment model rewarding affiliates for every click driven, regardless of outcome.
Payout
The commission earned and paid to affiliates for results.
Performance Bonus
Extra incentives given for reaching milestones or surpassing targets.
Performance Marketing
Marketing focused on measurable actions like sales, signups, or deposits.
Program Terms
The rules and conditions governing an affiliate program.
Promo Code
A code entered at signup to activate affiliate tracking and bonuses.
Publisher
Another name for an affiliate, highlighting their role in publishing promotional content.
R
Terms starting with R
Rake
A poker-specific fee taken by the house, a portion of which affiliates earn commission on.
Recurring Commission
Ongoing commissions earned from repeat transactions of a referred player.
Registrations
New users completing sign-up via affiliate links.
Retagging
Updating tracking IDs to ensure proper attribution when links, conditions, or ownership change.
Return on Investment (ROI)
A profitability measure: net profit divided by investment cost, usually shown as a percentage.
Revenue (Net Revenue)
Earnings generated from players after deductions like bonuses and fees.
Revenue Share (Rev Share)
Payment model where affiliates earn a percentage of operator revenue from referred players.
S
Terms starting with S
Statement
Report showing affiliate performance and earnings for a defined period.
Sub-Affiliate
An affiliate recruited under another affiliate, sharing a portion of generated revenue.
Super Affiliate
A top-performing affiliate with large-scale reach and high-value traffic.
T
Terms starting with T
Target Audience
The group of potential customers affiliates aim to reach.
Tier 1 GEOs
High-value markets like the US, UK, Germany, and Canada with strong payouts.
Tracking Link (Tracking ID)
A unique affiliate link containing identifiers to attribute traffic and conversions accurately.
Turnover Share
Commission model paying a percentage of total player betting volume.
Two-Tier Affiliate Program
Programs where affiliates earn on their own results and those of affiliates they recruit.
V
Terms starting with V
Vanity Code
A custom code for offline or special promotions, linked to affiliate tracking.
Verticals
Specific industries or product categories in affiliate marketing (for example iGaming or finance).
VIP Accounts
Accounts with enhanced perks, rewards, and commission rates for top-performing players or affiliates.
W
Terms starting with W
White-Labeling
Rebranding a product or service to sell it under your own identity.
Z
Terms starting with Z
Zero Risk
Affiliate models requiring no upfront investment—affiliates earn only on results.
FAQ – Affiliate Marketing Terminology
What is the most common payment model in affiliate marketing?
The most common models are CPA (Cost Per Acquisition) and Revenue Share (Rev Share). In iGaming, both are widely used and often combined in Hybrid deals.
What’s the difference between CPA and Rev Share?
CPA pays a fixed amount per qualified player (for example after first deposit), while Rev Share pays a percentage of the player’s net revenue over time. CPA provides upfront earnings, while Rev Share builds long-term value.
Which is better for affiliates in iGaming — CPA, Rev Share, or Hybrid deals?
It depends on your traffic. High-volume traffic often benefits from CPA, while engaged, loyal players are more profitable under Rev Share. Hybrid deals combine both, balancing immediate payouts with recurring revenue.
How many VIP accounts can I get as an affiliate?
This depends on the affiliate program and your performance. At Paynura, high-performing affiliates can unlock multiple VIP accounts for their players, including special perks, faster payouts, and improved commission rates.
What is a Hybrid affiliate deal and when is it best used in iGaming campaigns?
A Hybrid deal combines CPA and Rev Share. It works best when you want upfront earnings to cover traffic costs but still want exposure to long-term player revenue.
What is the difference between Rev Share and Rakeback?
Rev Share is a percentage of net revenue generated by players. Rakeback is specific to poker—players receive back a portion of the rake they pay, and affiliates earn commissions tied to that rake.
Which GEOs are most profitable for iGaming affiliates promoting Poker and eWallets?
Tier-1 GEOs such as the UK, Germany, Canada, and Nordic markets typically deliver the highest value. Poker and eWallet campaigns can also perform strongly in Brazil, LATAM, and Asia, depending on payment options and local regulation.
How do affiliates request special deals with Paynura for high-value Poker or Sportsbook traffic?
Affiliates can request exclusive offers and higher rates by contacting their Paynura affiliate manager directly. High-value traffic often qualifies for custom CPA rates, boosted Rev Share, or VIP upgrades.
What is the most profitable affiliate model for Poker affiliates in 2025?
For Poker, Rev Share tied to rake and strong VIP player programs remains the most profitable. Affiliates who focus on high-LTV players generally earn more from recurring revenue than from one-time CPA payouts.
