Date: 30.05.2024

by Maciej Akimow

These Mistakes Are Killing Your Affiliate Partnerships – And How to Fix Them Fast!

In the iGaming industry, collaboration between operators and affiliates is crucial for the success of both parties. However, many companies encounter issues that can discourage potential partners. In this article, we will discuss the most common mistakes operators make in cooperating with affiliates and how to avoid them. This is the first in a series of articles aimed at presenting operators, especially decision-makers at the top, with processes that can be improved.

Issues with Account Registration, Verification and KYC

One of the first problems affiliates face is the difficulty in creating and verifying an account. The registration process should be simple and intuitive but often is too complicated and time-consuming. Surprisingly, not all operators with affiliate programs have a dedicated page describing the partnership program. It is essential to ensure that the page is well-described and looks credible. In researching this article, we found many examples where the page either did not exist or contained errors (e.g., 410 errors).

After registration, affiliates often wait a long time for account verification. Affiliates do not know why their account is not active. Should they wait or contact the manager directly? This leads us to the next issue.

Lack of access to contact information for the appropriate affiliate managers is another serious problem. Affiliates should have easy access to contact information to quickly and efficiently resolve any issues. Returning to the previous point, a poorly described page and lack of contact details hinder reaching the right person. The support contact (which usually provides a general marketing contact), reaching out via LinkedIn, or using personal networks (“Hey John, do you have a contact for the manager at xyz?”) can be frustrating.

KYC (Know Your Customer) processes are necessary, but their implementation often takes too long. Not all operators require this, but large companies with a corporate structure delay it too long. If the verification procedure is delayed, affiliates lose time and patience, leading to frustration and potential withdrawal from the cooperation. When KYC procedures take longer than announced, affiliates start losing trust. Operators should ensure that the verification process runs smoothly and according to promises.

Lack of an Onboarding Process

Affiliates often complain about the lack of proper onboarding. Operators should ensure that every new partner feels taken care of from the very beginning. Well-thought-out onboarding not only facilitates the start but also builds positive future relationships.

Proper onboarding would solve many previously described issues. Every affiliate should be properly taken care of. After account creation, they should receive contact from the appropriate manager or initial caretaker within 24 hours.

Affiliates should be introduced to the possibilities, tools, and a proposal for an introductory call or familiarization with the affiliate platform (mainly in the case of less popular solutions). The vast majority of companies (80%!) do not have an onboarding process. Operators rely on the partner finding their way on their own, only noticing their presence when the right numbers are generated.

Limited Knowledge of Managers and Frequent Turnover

Affiliate managers often have limited knowledge, and turnover in these positions is high. New managers may not be aware of previous arrangements, leading to misunderstandings and delays in task execution.

We are well aware of the difficulties in acquiring valuable employees. Affiliation is particularly complex as it requires candidates to understand the business and possess high organizational and (perhaps most importantly) communication skills.

Unfortunately, the general observation is that most managers do not combine these traits. High turnover means that partners do not become attached to the manager (and, consequently, to the operator). It is challenging to build a long-term cooperation plan in such an environment.

The solution is to seek the best or train them to the highest cooperation standards.

Communication Preferences

Communication is key. Affiliate managers communicate through various channels like Skype, WhatsApp, or Telegram, which can lead to information loss if agreements are not confirmed by email. Changes in managers can result in a lack of continuity in communication and difficulty in resolving issues. It is worth establishing a communication standard that will apply throughout the company. Operators often neglect this aspect, leading to numerous misunderstandings and problems.

Affiliates often report a lack of response to their messages. Regular communication and prompt response to inquiries are crucial for building trust and maintaining good relationships.

Affiliate managers should not forget that it is worth regularly maintaining contact not only with partners who consistently deliver numbers. They should also activate those dormant and inactive. You never know the potential each partner holds!

Lack of Appropriate Tools and Data

Affiliates often need specific tools, links, promotional codes, and analytical data to effectively execute campaigns. Delays in providing these elements can significantly hinder their work and campaign effectiveness.

This is especially true for partners who acquire clients through specific or risky channels. We are well aware of the high risk taken by partners who acquire clients through PPC and paid social media channels. A technical error or platform issue can be very costly.


Avoiding these mistakes can significantly improve relationships between operators and affiliates, leading to more fruitful and long-lasting cooperation. By taking care of every aspect, from registration to proper communication, operators can build strong and trusted partnerships that benefit both parties.

These are just a few initial mistakes made by the vast majority of operators. In most cases, improving these elements costs nothing but time.