If you run a football page, a WhatsApp group or a YouTube channel, you have probably heard the phrase "affiliate marketing". It sounds technical, but the idea is simple. So, what is affiliate marketing? This guide explains the idea, how the money side works, and what is different about doing it in South Africa's licensed sports betting market.
What is affiliate marketing?
Affiliate marketing is a way for a business to pay independent promoters for the customers they refer. The business is often called the merchant or, in betting, the operator. The promoter is the affiliate (or partner).
Instead of paying for advertising up front, the business only pays when a referral leads to a defined result, such as a new customer signing up and making a first deposit. The affiliate earns a commission for that result.
Affiliate marketing exists in almost every online industry: retail, travel, software, financial services and sports betting. The basic mechanics are the same everywhere. What changes from industry to industry are the rules about who you may promote to and how.
How it works, step by step
Every affiliate arrangement has the same four parts:
- The affiliate joins a programme. You apply, tell the programme how and where you promote, and wait for approval.
- You receive tracking links. Each link carries an identifier that belongs to you, so the operator knows which visitors came from your content.
- Your audience clicks and takes an action. A visitor follows your link, registers and, depending on the deal, deposits or places bets.
- The operator reports results and pays commission. Activity is recorded against your account, checked, and paid out on a fixed schedule.
The tracking link is the heart of the system. If someone hears about a brand from you but signs up by typing the address directly, the referral usually cannot be credited to you. That is why clear, visible links and simple calls to action matter.
Affiliate programme or affiliate network?
You can work with operators in two ways:
- Directly, by joining each operator's own affiliate programme. You manage a separate account, separate links and separate payments for every brand.
- Through an affiliate network, which has agreements with several operators. You keep one account, one dashboard and one payment, and the network handles the relationship with each brand.
YouBet Partners is a network: one partner account gives you access to multiple licensed brands. You can see the brands we currently work with on our brands page.
How affiliates are paid: the three common models
Commission models differ between industries, but in sports betting you will usually see three:
CPA (cost per acquisition)
A fixed amount per qualifying player. "Qualifying" is defined in each deal, for example a new player who makes a first deposit (often shortened to FTD, first-time depositor). CPA is predictable per player, which is why it tends to suit media buyers and high-volume campaigns.
Revenue share
A percentage of the net gaming revenue (NGR) generated by the players you refer. NGR is not the same as the amount players stake. In simple terms, it starts from what players stake less winnings paid, and then deducts items such as bonuses and free bets, gambling taxes and levies, payment costs, chargebacks and fraud losses. Our full definition is in clauses 1.10 and 1.11 of the Affiliate terms. Revenue share tends to suit creators and communities building a long-term audience.
Hybrid
A combination of a fixed amount per qualifying player and a revenue share. It is usually agreed for established partners.
At YouBet Partners, revenue share is up to 40%, while CPA and hybrid amounts are agreed per operator. The details are on our commission page.
Key terms you will see
- Tracking link: your personal link to a brand. Clicks and sign-ups through it are credited to your account.
- Conversion: a tracked action, such as a registration or a first deposit.
- FTD: first-time depositor, a new player who makes a first deposit.
- NGR: net gaming revenue, the basis for revenue share.
- Commission Schedule: the document that sets out your deal for each operator.
Do you need a website?
No. A website is one option, but many affiliates work through other channels. The partner types we work with include:
- Football content sites with match calendars and comparison content
- Horse racing tipsters
- YouTube creators
- Social media pages and WhatsApp or Telegram communities
- Media buyers running paid traffic from defined sources
- Lottery content creators, under specific conditions
Every channel is reviewed before approval, so it helps to have a clear description of where you post and who your audience is.
What is different in South Africa's betting market?
Sports betting is a regulated product in South Africa. That shapes what affiliates may and may not do. The main principles are:
- Licensed brands only. We only work with sports betting brands that hold a South African provincial licence.
- Adults only. No content aimed at, or likely to appeal to, anyone under 18.
- No promises about winning. Affiliates may not suggest that betting leads to financial or personal success.
- Label every promotion. Every promotional post or video must be clearly labelled as advertising, for example with #AD.
- Respect privacy law. Under POPIA, direct marketing needs recorded consent and a clear way to opt out.
These rules come from our marketing code. Breaking them can cost you commission or your account, so it is worth reading the code before you publish anything.
What to expect honestly
Affiliate marketing is often sold online as easy money. It is not. Results depend on the size and trust of your audience, the quality of your content, and how players behave after they sign up, none of which anyone can guarantee. It can take months to build an audience large and engaged enough for referrals to become regular.
It also comes with responsibilities. When you promote betting, you are promoting a product that can cause harm. Responsible affiliates keep their messaging factual, avoid pressure and urgency, and include responsible gambling information. Our responsible gambling page explains what that looks like in practice.
How payment works at YouBet Partners
- When: monthly, on the payment date set for each operator (shown in your dashboard), after the operator has paid us.
- Minimum payout: R500. Below that, your balance carries over to the next month.
- Methods: Skrill, Neteller or PayPal, or 1Voucher, OTT Voucher or Blu Voucher (PIN sent to your registered email).
- Negative carryover: none, unless the operator carries losses over to us. See clause 3.5 of the Affiliate terms.
How to get started
- Apply. Tell us how and where you promote.
- Review and verification. We check your application and channels, typically within 1–2 business days. We may ask for links to your channels and proof of identity.
- Links and creatives. Once approved, you get tracking links, approved creatives and reports in your dashboard.
- Monthly settlement. Commission is paid on the payment date set for each operator.
Applicants must be 18 or over, promote to adult audiences and accept our marketing code. Answers to other common questions are in our FAQ.
Summary
Affiliate marketing means earning commission for customers you refer through your own tracking links. In South African sports betting, it works the same way as anywhere else, with one big difference: you may only promote licensed brands, to adults, with honest and clearly labelled content.
If that sounds like a fit for your channel, see how to become a partner.
No persons under the age of 18 may participate in gambling. National Responsible Gambling Programme: 0800 006 008 · Winners know when to stop.
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