In iGaming, some affiliates secure multi-million budgets, while others find their campaigns paused after just a few days. The key difference often comes down to one thing: performance.
Operators invest in traffic that consistently delivers strong results and meets essential metrics like LTV, retention and payout ratios. If an affiliate’s traffic fails to hit these targets, no matter how large the volume or how creative the approach, the campaign will be paused.
In this article, Valentyn Halchuk, Head of Business Development at Makeberry Affiliates, outlines 7 common affiliate mistakes that can lead to campaign shutdowns. He also shares practical tips on how to avoid these pitfalls and build long-term, profitable relationships with advertisers.
7 common mistakes
- The bid doesn’t match the traffic quality
Affiliates chase a high CPA but end up bringing in traffic that doesn’t justify the price. Operators quickly spot the gap between what they’re paying for and the actual LTV of the players, leading to an immediate pause of the campaign.
- Poor audience cohorts
Targeting a female audience aged 18-23 is a common risk. This cohort generally has low average spend, poor retention and high churn. For the product, this means many registrations but minimal revenue, so no chance for a long-term partnership.
- Risky funnels
Creatives featuring politicians or local celebrities might generate a high CTR, but they can also raise concerns with regulators. For the operator, this could lead to fines or even the loss of their licence. For the affiliate, it may result in frozen payments and a damaged reputation.
- Brand spoofing
Impersonating well-known offline casinos or legal operators almost always ends the same way: complaints from brands or players, fines and reputational damage. For the advertiser, it’s easier to lose your volume than deal with lawyers.
- High withdrawal rates
When players win quickly and cash out even faster, the product’s margin suffers. While the payout policy is ultimately the operator’s responsibility, affiliates must still prioritise retention. Push notifications, retargeting and other engagement strategies can help extend the gaming cycle and drive better results. - Scaling too aggressively
Pushing 80% of your traffic volume in just 2 days is a risky move, especially when you’re a new affiliate partner. The traffic doesn’t have enough time to stabilise, and the advertiser doesn’t have the opportunity to assess its true value. The typical outcome is that the campaign is paused until the end of the reporting period, followed by a significant reduction in traffic volume moving forward. - Inaccurate product evaluation
Sometimes, operators misinterpret the results. For example, if you start driving traffic mid-month but the reporting covers the full month, players from another affiliate are tracked for 30 days, while yours are tracked for only 15. Even if the quality is the same, your retention and average spend will appear lower. It’s important to advocate for your traffic’s value to avoid an unjustified campaign pause.
How to keep an advertiser’s trust: Tips from Valentyn
- Agree on traffic segments in advance. Don’t try to push something like Chicken Road with a €300 CPA – the product will never cover that kind of traffic.
- Be realistic about funnel quality and set the right bid. If you’re using news-style creatives, ensure your CPA aligns with that format, not with premium segments.
- Keep a close eye on your funnels and creatives. Using aggressive messaging, such as claiming ‘guaranteed wins,’ will hurt retention and damage the brand’s reputation.
- Review your traffic regularly. Buyers can make mistakes, whether on purpose or by accident, in an attempt to cut costs. In the end, the responsibility for traffic quality lies with you.
- Be honest. If you notice an issue, inform the advertiser immediately. Otherwise, you risk a campaign pause and permanent damage to your reputation.
The iGaming market relies on trust and strong relationships. Affiliates who prioritise sustainable results over short-term gains build lasting connections, secure substantial budgets and establish themselves as key partners for advertisers.
For more expert insights on traffic segmentation, head over to the Makeberry Affiliates Telegram channel.