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5 Affiliate Tracking Platforms Tested by Gaffg This Quarter

5 Affiliate Tracking Platforms We Tested This Quarter

Selecting the right affiliate tracking platform for an iGaming brand is a high-stakes decision. The industry is extremely crowded, offering a wide range of options. Our experts at Gaffg spent time looking for and testing the top five platforms. On this page, you will get a clear picture of what each affiliate tracking platform offers, its core capabilities, and the best use case. We considered the most important factors, including tracking accuracy, integration, reporting, and user support when users need help. Below, we explain how the testing was done and later review each platform to help you make informed decisions.

By Camille Sorel

18th Aug, 2026 10 min. read

Affiliate Disclosure Why Trust Us?

The 5 Platforms at a Glance

The following table provides a quick-scan summary comparing the top 5 affiliate tracking platforms evaluated by our team based on the recommended use case, commission models, key strengths, and deployment method. For more information about each platform, check our in-depth reviews in the following sections.

Platform	Best for	Comission models	Standout strength	Deployment
Income Access	Well-established casino, poker, sportsbook, and lottery brands	CPA, CPI, CPL, and revenue share	Years of experience with regulated iGaming brands	SaaS/Network
Affilka	iGaming brands seeking flexible commission plans	CPA, CPL, RevShare, hybrid, and custom	Custom-built reward plans	SaaS
Cellxpert	Growing brands expecting to scale	CPA, RevShare, multi-level commissions, custom, hybrid	Advanced NGR calculations	SaaS
NetRefer	Big and growing iGaming brands that require complex affiliate programs	CPA, RevShare, and hybrid models	AI-powered affiliate tracking software	SaaS/Cloud
PartnerMatrix	iGaming operators managing multiple brands	CPA, RevShare, hybrid, and FTD models	Multi-brand management and anti-fraud tools	SaaS

How We Tested These Platforms

We primarily used a qualitative approach to pick the five affiliate tracking platforms reviewed in this article. The Gaffg team evaluated each platform against five important criteria. Below is an overview of the most important considerations during our testing process.

Tracking accuracy and attribution reliability: We assessed how reliably the platform identifies an affiliate’s referrals and the attribution model used.
Integration options: Our considerations included APIs for automatic data exchange, postbacks for reliable tracking, and compatibility with sportsbook and casino sites.
Reporting and analytics depth: We checked the platform’s ability to analyze affiliate data and create reliable reports on clicks, registrations, FTDs, earnings, and other metrics.
Commission model flexibility: Our team checked for a variety of popular commission models used to compensate affiliate marketers, including revenue share (RevShare), CPA, custom, and hybrid structures.
Payment and payout handling: Key factors to consider include the supported payment methods, currencies, minimum withdrawal thresholds, and payout schedules.
Fraud prevention and compliance features: Gaffg evaluated how well a particular platform protects against fraud and the measures the provider has taken to ensure compliance.
Onboarding and quality of support: We assessed how easy it is to start using the platform and the quality of support offered, including documentation, API guides, and access to dedicated account managers.

The platforms featured here cater to different iGaming affiliate programs, business sizes, and user needs, so the most suitable choice depends on your situation.

Income Access

Acquired by Paysafe Group in 2019, Income Access is a long-standing company that has been operating in the digital marketing space since 2002. It stands out for offering an affiliate network besides its tracking software. The company’s affiliate marketing solutions have helped more than 300 brands in online casino, sportsbook, bingo, poker, forex, lottery, sweepstakes, and other iGaming verticals to drive traffic.

Key Features & What Stood Out

One aspect that makes Income Access stand out is that the company caters to brands seeking affiliate software, digital marketing services, and an affiliate network under one roof. Here is a summary of what impressed us during our review of its offerings.

Customer acquisitions tracked both offline and online
Flexible commission engine with CPA, CPI, CPL, and revenue share options
Rightlander Intel integration for risk assessment and compliance
Customizable settings to meet specific market needs
Multi-channel tracking helps capture the full customer journey
Precision with player-level reporting

Pros & Cons and Who It's Best For

Here are the pros and cons we identified when evaluating Income Access.

Pros	Cons
Over two decades of experience in digital marketing	Steep learning curve for new users
300+ brands in over 50 markets worldwide	Mainly targets established enterprise clients
Trusted by reputable brands in regulated markets

Best for: Established iGaming brands in highly regulated markets.

Affilka by SOFTSWISS

Created by the same team responsible for SOFTSWISS, Affilka is a B2B affiliate management platform that mainly caters to online casino and sports betting brands. While the company started with only one casino brand in 2018, it has since partnered with more than 450 brands. Its software positions itself as a performance marketing tool that iGaming brands can use to track their ad campaigns, analyze players, and optimize their marketing costs.

Key Features & What Stood Out

While Affilka is best known for its custom commission plans, we identified other features that make it ideal for modern iGaming brands. The following features stood out during our assessment of the platform and its offerings for casino and betting operators.

Custom-built reward plans to meet the user’s specific needs
Financial API for extracting payments via non-listed payment service providers
Commission Constructor for operators to create their own payment programs
Multiple subaffiliate tiers for affiliates to earn by inviting other affiliates
Comprehensive reporting that helps analyze the performance of multiple brands

Pros & Cons and Who It's Best For

If you are considering partnering with Affilka, start by assessing its benefits and downsides. It’s also important to know the platform’s best use case to establish if it meets your needs.

Pros	Cons
Affiliate management software developed by experts with 15+ years of experience	Limited public developer documentation
With client cooperation, it is possible to launch an affiliate program in less than a month	Statistics are not real-time, as they refresh every 15 minutes
Affilka users can promote multiple brands using a single affiliate program

Best for: Casino and sportsbook operators looking for highly configurable commission structures and robust integrations.

Cellxpert

Operating since 2008, Cellxpert is an affiliate and partner management platform trusted by more than 800 brands in iGaming, finance, and e-commerce. Created by operators for operators, this platform focuses on serving brands in regulated markets, ensuring compliance with laws in different markets, and transparency when reporting to affiliates and iGaming businesses. As with other platforms, brands interested in Cellxpert can book a demo before committing their money.

Key Features & What Stood Out

As an operator-focused platform, Cellxpert gives operators in the iGaming scene the power to track, manage, and gain control over their partnerships with publishers who drive traffic to casino and betting platforms. The company’s affiliate program for gambling operators is built for scaling across every brand and optimizing the user’s everyday operations. We identified the following key features during our review.

An advanced NGR engine that ensures transparency and helps calculate revenue by product and per brand
A flexible CPA model with custom baselines plus customisable revenue share by tier
Compliance checks and risk controls to detect fraud before releasing commissions

Pros & Cons and Who It's Best For

Before choosing Cellxpert over other affiliate tracking platforms, here is an overview of the advantages and disadvantages noted during our evaluation.

Pros	Cons
It only takes 4 to 6 weeks for an affiliate program to go live	A relatively complex platform for new users
Built-in compliance tools and operations in regulated markets ensure the user is always on the right side of the law	Cellxpert has not published its pricing
A reliable support team that answers your questions quickly

Best for: Fast-growing iGaming and finance brands expecting to scale.

NetRefer

Designed for the iGaming industry, NetRefer is an AI-powered affiliate management platform that has been operating since 2005. The company’s key offerings are categorized into team, business, and tech solutions that meet different business needs. It has collaborated with Microsoft and Databricks to offer high-quality software and ensure maximum data protection.

Key Features & What Stood Out

In a world with many affiliate tracking platforms, NetRefer offers a wide range of features that set it apart and appeal to operators handling high-volume affiliate traffic. Below are some of the impressive features our team noticed during our assessment of the platform.

NetRefer Copilot AI offers instant access to data analysis
Operator-focused GraphQL APIs offer complete access and flexibility
System functionality and platform add-ons that help businesses scale in a competitive online gambling industry

Pros & Cons and Who It's Best For

Below are the benefits and drawbacks of choosing NetRefer over other affiliate tracking platforms and the recommended use case below the list.

Pros	Cons
Suitable for operators needing extremely high-volume affiliate programs	Custom enterprise agreements can be costly
A subscription-based pricing model that allows operators to pay only for what they use	Limited flexibility for small iGaming brands
An experienced migration team helps to assess your situation before migrating

Best for: Enterprise and growing brands that need sophisticated, high-volume sports betting and casino affiliate programs.

PartnerMatrix

With innovation, transparency, growth, and support as its core principles, PartnerMatrix was designed to give users complete control over all affiliate operations. The company offers three main products: affiliate tracking and management software, a competitive intelligence platform, and an agent management software system. Powered by EveryMatrix, PartnerMatrix is trusted by 500 iGaming brands and has won several awards since 2020.

Key Features & What Stood Out

The features offered by PartnerMatrix revolve around the three products mentioned above. Here are some of the features that make this platform a worthwhile choice for casino and sportsbook brands.

An intuitive back-office that delivers data in real-time
Data-driven affiliate optimization with PartnerMatrix Intelligence
Multi-brand campaign creation and tracking with flexible commission tiers
Real-time custom reporting with APIs that deliver data to affiliates automatically
The PartnerMatrix Agent System helps operators acquire offline players

Pros & Cons and Who It's Best For

Before using PartnerMatrix for affiliate tracking, it is important to assess the platform’s benefits and downsides. While any casino or sportsbook operator can use the platform, we have suggested who it’s best suited for below.

Pros	Cons
A positive reputation for increasing iGaming revenues within months	Limited pricing transparency
An easy-to-use platform designed to ease affiliate management operations	Heavily tailored for the EveryMatrix ecosystem
Advanced anti-fraud tools ensure maximum security

Best for: Online casino and sportsbook operators that need multi-brand management affiliate software.

How to Choose the Right Affiliate Tracking Platform

iGaming operators looking for the best affiliate tracking platform have several options, and the right one typically depends on the user’s specific business needs. The key decision factors include your business stage, the type of solution you want, the provider’s pricing structures and your budget, your verticals in iGaming, and integration needs. With these factors in mind, you must answer these critical questions before you commit:

What is your budget, or how much are you willing to spend on an affiliate tracking platform?
Are you a startup or an existing operator looking to scale your business?
Do you need an in-house/SaaS solution or a managed affiliate network?
Are you running an online casino, sports betting site, or both?
Do you need to integrate the affiliate tracking software with your existing platform?

Once you pick your preferred platform, Gaffg can offer the necessary SEO guidance and provide easy access to reliable affiliate managers in the iGaming world.

Final Verdict

After our extensive assessment of the five affiliate tracking platforms featured in this guide, our team has concluded that there is no single winner. To choose the right platform for your brand, you must consider the stage and type of your business, verticals (casino, sportsbook, poker, etc.), and your objectives.

If you are a growing brand looking to scale, consider Cellxpert and NetRefer. Choose Income Access if you are a casino, sportsbook, lottery, or poker brand operating in strictly regulated markets and Affilka for custom affiliate rewards. If you are managing multiple brands, PartnerMatrix may be the right choice for you.

FAQ

What is affiliate tracking software and why do iGaming brands need it?

Affiliate tracking software is an essential tool that allows operators working with affiliates to record traffic, first-time deposits, other player activities, and commissions. For online casinos, sportsbooks, and other brands, accurate tracking is important because operators handle high traffic volumes and revenue-share commissions that continue throughout a referred player’s lifetime. Effective affiliate tracking software helps iGaming brands ensure reliable payouts, detect any discrepancies, and comply with legal requirements when collaborating with affiliates to acquire new players.

What's the difference between an in-house platform and a third-party affiliate network?

iGaming brands that use in-house or SaaS affiliate platforms run their own direct affiliate programs, meaning that they have greater control over commission rules and relationships with publishers. They also own the data and branding, but using a SaaS platform requires more management. On the other hand, a third-party affiliate network acts as an external marketplace where casino and sports betting operators can get instant access to thousands of affiliates, but brands have less control over payments and relationships. Some of the platforms mentioned above combine both models.

How much do iGaming affiliate tracking platforms cost?

The price iGaming brand operators pay for using affiliate tracking platforms varies widely, and most vendors quote the price based on the user’s traffic and needs, such as the required features. Most pricing models typically include a monthly SaaS fee, revenue share, a fixed setup fee paid once, integration fees, and charges based on usage. Instead of checking the headline price when comparing different affiliate tracking platforms, consider the provider’s cost of tracking, compliance tools, everyday account management, reporting, and other charges.

Which platform is best for a new casino or startup?

For a new online casino or startup in the iGaming industry, the best affiliate platform depends on the business's unique situation, and there are several factors to consider. A reliable platform is easy to set up and ensures effective affiliate tracking with predictable costs for users. When choosing, you should also consider a responsive customer support team, quick integrations with your existing systems, transparency in commission management, effective reporting tools, and scaling capabilities when your player volume increases over time.

Can these platforms handle both casino and sportsbook affiliates?

Yes. Most affiliate tracking platforms available today support online casino and sportsbook affiliate programs. Thanks to their multi-product architecture, users can easily track affiliate traffic across multiple verticals, attribute different player actions, and use unified dashboards to manage brands. However, there are significant differences when it comes to the depth of functionality. For brands with sportsbook-heavy operations, it is crucial to ensure that the chosen platform handles real-time odds and event data effectively. A reliable platform for this vertical must also support the appropriate commission structures for sports betting activities.