The iGaming CRM glossary
Plain-English definitions of the retention, margin and compliance terms our platform is built around.
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3-D Secure (3DS)
Card-payment authentication (Verified by Visa era through 3DS2) shifting fraud liability to issuers — at a…
Accumulator / Parlay
A single bet combining multiple selections — all must win, odds multiply, and so does the…
Acquirer
The bank holding the merchant account that accepts card payments — the regulated entity carrying the…
Active Affiliate
A partner currently generating measurable activity — clicks, registrations or FTDs — within the program's defined…
Active Player
A player meeting the activity definition in force — the denominator every rate metric silently depends…
Admin Fee
A percentage deduction operators apply to gross revenue before calculating affiliate commissions, covering platform, payment and…
ADR (Alternative Dispute Resolution)
Independent bodies resolving player-operator disputes without courts — mandatory referral routes in strong licensing regimes.
Advertising Standards (CAP Code)
The advertising rulebooks — like the UK's CAP Code — governing gambling marketing content, targeting and…
Affiliate Agreement
The binding contract between operator and affiliate covering commissions, obligations, compliance duties, and termination rights.
Affiliate Compliance Monitoring
Ongoing surveillance of affiliate marketing conduct — placements, claims, GEO targeting, RG messaging — against regulatory…
Affiliate Event
Industry gatherings — conferences, summits, program-hosted meetups — where affiliate deals are made and relationships maintained.
Affiliate Invoicing
The billing leg of commission payments — self-billing or affiliate-issued invoices carrying tax and audit weight.
Affiliate Licensing / Registration
Regimes where affiliates themselves must register with or be licensed by the regulator to market gambling.
Affiliate Link
A URL containing tracking parameters that identifies which affiliate (and campaign) referred the visitor.
Affiliate Manager
The operator-side professional who recruits, negotiates with, supports and monitors affiliate partners.
Affiliate Network
An intermediary aggregating many operators' offers and many affiliates in one marketplace, taking a margin on…
Affiliate Newsletter
The program's regular communication to partners: offers, product updates, term changes, compliance notices and market intel.
Affiliate Onboarding
The intake process from application to first active link: vetting, agreement, account setup, and activation support.
Affiliate Portal
The self-service interface where affiliates get links, creatives, statistics, statements and payment history.
Affiliate Program
An operator-run partnership scheme paying third parties commission for referred players, governed by its own terms,…
Affiliate Recruitment
The outbound discipline of finding, pitching and signing new traffic partners.
Affiliate Tier
Segmenting partners into service and terms levels — VIP, key, standard, long-tail — matching attention and…
Affiliate Tracking Software
The platform running an affiliate program's mechanics — tracking, attribution, commission calculation, partner portal and payments…
Affiliate Whitelisting
Explicitly authorizing specific affiliates for restricted activities — paid search, specific GEOs, or sensitive placements —…
Age Verification
Confirming players meet the legal gambling age before they can play — increasingly before they can…
AML (Anti-Money Laundering)
The legal framework obliging gambling operators to detect, prevent and report money laundering through their platforms.
Anomaly Detection
Automated flagging of metric deviations — the always-on watchdog for fraud, breakage and opportunity.
API (Application Programming Interface)
The programmatic contract systems integrate through — the make-or-break surface of every platform in the stack.
APM (Alternative Payment Methods)
Everything that isn't a card — wallets, bank schemes, vouchers, mobile money, crypto — often the…
App Attribution (MMP)
Mobile measurement partners (AppsFlyer, Adjust, Branch) that attribute app installs and in-app events to their acquisition…
Arbitrage Betting
Exploiting price disagreements between books to guarantee profit by covering all outcomes at favorable combined odds.
ARPU / ARPPU
Average revenue per user (all users) or per paying user (depositors only) — density metrics for…
ASO (App Store Optimization)
Ranking gambling apps in app-store search — the mobile-organic channel under store gambling policies.
Attribution Discrepancy
The gap between two systems' counts of the same events — inevitable at small scale, diagnostic…
Attribution Window
The period after a click during which a conversion is still credited to the referring affiliate…
Audit Log
Immutable records of who did what, when, in the system — the forensic layer under compliance,…
Average Deposit
Mean deposit size per transaction or per player — a fast segmentation signal with fat-tail caveats.
Banner Rotation
Automatically cycling multiple creatives through one placement, measuring and favoring the better performers.
Benchmarking
Comparing metrics against reference points — internal history, market peers, or published industry bands — with…
Bet Builder / Same-Game Parlay
Combining multiple markets from one event into a single priced ticket — the industry's flagship high-margin…
Bet Margin
Revenue as a percentage of stakes — realized margin per product, the analytics bridge between turnover…
Betting Exchange
A peer-to-peer marketplace matching backers against layers, charging commission instead of building margin into odds.
BI Tool
The analytics interface over the warehouse — self-service exploration, standardized dashboards, and the metric-definition battleground.
BI Tool (Stack View)
The analytics presentation layer in the operator stack — governance surface as much as visualization tool.
Black Market
Jurisdictions where online gambling is explicitly prohibited — served, if at all, illegally.
Bonus Abuse
Exploiting promotions against their intent — multi-accounting, low-risk wagering patterns, or organized bonus-ring farming.
Bonus Advertising Rules
The specific requirements for how gambling bonuses may be promoted: significant terms upfront, no misleading emphasis,…
Bonus Cost Ratio
Bonus expenditure as a share of GGR or deposits — the metric that decides whether generosity…
Bonus Wallet
The separate balance holding bonus funds and their winnings while wagering completes, apart from real money.
Bounty / Milestone Payment
A one-off payment for a defined non-recurring achievement — first FTD from a new GEO, content…
Brand Bidding Policy
Program rules on affiliates bidding operator brand terms in paid search — usually prohibition, occasionally licensed…
Brand Search
Query demand for a brand by name — the measurable exhaust of marketing effectiveness and the…
Card Scheme Rules
Visa and Mastercard's private rulebooks for gambling transactions — registration programs, country permissions, coding and dispute…
Cascading Payments
Automatic retry of failed deposits through alternative processors or routes — decline recovery as infrastructure.
Cash Out
Settling a bet early at the book's live valuation — locking profit or cutting loss before…
Cashback
Returning a percentage of player losses (or wagers) over a period — a retention offer that…
CDN (Content Delivery Network)
Edge-distributed content delivery — global speed for assets and landers, plus a security shield in front…
Chargeback
A card payment reversed through the issuer at the cardholder's dispute — fraud's paper trail and…
Churn Rate
The share of players going inactive per period — the decay constant of the player base.
Churned Affiliate
A previously active partner whose traffic has stopped — moved to competitors, lost their rankings, or…
Clawback
Reversing previously credited commissions after the underlying transaction is invalidated — by chargeback, fraud finding or…
Click ID
The unique identifier generated for each click on an affiliate link, used to match a later…
Click Spamming
Fraud that fires large volumes of fake or unearned clicks to steal attribution for conversions the…
Click-to-Reg Rate
Registrations divided by clicks — the first conversion ratio, measuring landing-page fit and traffic intent together.
Closed-Loop Policy
Returning withdrawals to the deposit source before alternative methods — an AML rule that shapes payout…
Cohort Analysis
Tracking groups defined by a shared start event (registration month, source, campaign) through time — the…
Commission Hold Period
The delay between a commission being earned and becoming withdrawable, allowing time for fraud checks, chargebacks…
Comp Points
Loyalty currency accrued per wager, redeemable for cash, bonuses or perks — turnover made visible and…
Comparison Site
Table-driven affiliate properties ranking offers side by side — the highest-intent, highest-priced shelf space in the…
Complaint Handling
The regulated process for receiving, investigating and resolving player complaints — with timelines, records and escalation…
Compliance Audit Trail
The documented, timestamped record proving what was published, decided and enforced — the difference between a…
Content Localization
Adapting content per market — language, currency, payment methods, regulation, culture — beyond translation into genuine…
Conversion Pixel
The specific pixel placed on a post-conversion page (registration complete, deposit confirmed) that reports the event.
Conversion Rate
The catch-all funnel ratio — always demand its numerator and denominator before comparing anything.
Cookie Stuffing
Fraudulently dropping affiliate tracking identifiers on users who never meaningfully clicked, to claim credit for their…
Cookieless Tracking
Attribution methods that don't depend on browser cookies — server-side IDs, first-party storage, fingerprinting or deterministic…
CPA (Cost Per Acquisition)
A fixed one-time payment to the affiliate for each referred player who completes a qualifying action…
CPA Baseline
The set of minimum player-activity conditions (deposit size, wagering, sometimes redeposit) required before a CPA is…
CPC (Cost Per Click)
Payment per click on an ad or link — the pricing model of paid search and…
CPI (Cost Per Install)
Payment per verified app install, used in mobile-first casino and sportsbook acquisition.
CPL (Cost Per Lead)
Payment per lead — in iGaming, usually a completed registration with verified contact details, before any…
CPM (Cost Per Mille)
Payment per thousand ad impressions — a media-buying metric that appears in iGaming through display sponsorships…
Creatives
The advertising assets — banners, landing pages, text links, video — a program supplies for affiliate…
Cross-Device Tracking
Linking one user's activity across phone, desktop and tablet so the journey and its attribution survive…
Crypto Payments
Cryptocurrency deposits and withdrawals — instant, chargeback-free, jurisdictionally slippery, and compliance-intensive when done properly.
Curacao License (CGA)
The Caribbean licensing regime historically covering much of the offshore industry — reformed in 2024 from…
Data Latency
The delay between event and its appearance in reports — a property to publish, not hide.
Data Latency (Stack View)
Freshness as an architectural property — latency budgets allocated per pipeline stage and consumer need.
Data Residency
Requirements on where gambling data physically lives — several regulators mandate in-country or in-region storage and…
Data Warehouse
The consolidated analytical store joining platform, payments, CRM and marketing data — where cross-system truth lives.
Data Warehouse (iGaming)
The analytical consolidation layer for operator data — covered in depth under Analytics; the tech-stack view…
DAU / MAU
Daily and monthly active users — engagement's tempo metrics, and their ratio, the stickiness index.
Deep Linking
Pointing an affiliate link at a specific page — a game, bonus or registration step —…
Deposit Frequency
How often players fund — the cadence metric where engagement, value and risk all read from…
Deposit Match
A bonus equal to a percentage of the deposit — the standard promotional currency of online…
Deposit Success Rate
The percentage of attempted deposits that complete — the single most financially leveraged number in the…
Deposits vs NGR
The conversion of money-in to revenue-kept — the ratio chain connecting cashier volume to actual earnings.
Device Fingerprinting
Identifying a device by its technical characteristics (browser, OS, screen, fonts, network) instead of stored identifiers…
Direct Linking
Sending traffic straight to the operator's page — no redirect — with tracking parameters appended and…
Dormancy Clause
A terms provision reducing or ending commissions for affiliates who stop sending new traffic for a…
Duplicate Click Filtering
Automatically discarding repeat clicks from the same user within a short window so reporting and billing…
Dynamic CPA
CPA pricing that varies automatically with measured traffic quality or player value rather than staying fixed…
E-Wallet
Stored-value accounts (Skrill, NETELLER and kin) — gambling's historical payment workhorse for speed and card-block avoidance.
Early Payout
Promotional settlement before the result is final — e.g., paying winners once a team leads by…
eCPA
Effective cost per acquisition — total spend divided by acquisitions, whatever the pricing model claimed it…
Email Marketing
List-based promotion — operator CRM or affiliate-owned lists — under consent rules that gambling enforcement treats…
EPC (Earnings Per Click)
Commission earned per click sent — the affiliate's universal comparison metric across programs and placements.
Esports Betting
Wagering on competitive video games — a young vertical with data, integrity and audience profiles unlike…
ETL / ELT
The pipelines extracting, transforming and loading data between systems — the plumbing determining whether analytics is…
Exclusive Deal
Enhanced commission terms granted in exchange for the affiliate restricting competitor promotion — a category, page…
First-Click Attribution
Crediting the conversion to the first affiliate click in the journey rather than the last.
First-Party Cookie
A cookie set by the domain the user is actually visiting, used to remember the referring…
Flat-Fee Deal
A fixed payment for placement or exposure — a homepage spot, a review position, a newsletter…
Forecasting
Projecting revenue, liabilities and volumes forward — cohort math plus seasonality plus judgment, documented.
Fraud Scoring
Composite risk scores on players, transactions or traffic sources — triage automation for finite investigation capacity.
Free Bet
A promotional stake whose winnings (usually minus the stake) are paid in cash — sports betting's…
Free Spins
Bonus rounds on specified slots granted as promotional currency — winnings usually land as bonus funds…
FTD (First-Time Depositor)
A player making their first real-money deposit — the conversion event iGaming acquisition is priced and…
Futures
Long-horizon bets on season outcomes — champions, awards, totals — settled months after placement.
FX / Currency Conversion Fees
The spread and fees on currency conversion across deposits, settlements and payouts — a quiet percentage…
Gambling License
State authorization to offer gambling services, defining where an operator may market, which rules bind it,…
Game Aggregator
A single integration delivering many providers' games — one API, one contract, hundreds of studios.
Game Integration
Connecting game content to the operator's platform — wallet transactions, session handling, and per-market certification metadata.
Game Provider
The studios building casino games — slots, tables, live — licensed to operators directly or via…
Game Weighting
The percentage each game type contributes toward wagering requirements — slots typically 100%, table games heavily…
Gaming Tax / License Fees
The state's cut of regulated gambling: application and annual license fees plus ongoing tax on stakes,…
GAMSTOP
Great Britain's national online self-exclusion register — one registration blocks the player at every licensed British…
GDPR
The EU's data-protection regulation — governing every player and affiliate data flow in and out of…
Geo-Blocking
Technically preventing access from prohibited jurisdictions — the enforcement layer of an operator's market map.
GGR (Gross Gaming Revenue)
Total player stakes minus total player winnings — the industry's top-line revenue measure before any costs.
Global Postback
A single account-level postback configuration that fires for all of an affiliate's campaigns, instead of per-offer…
Gray Market
A jurisdiction where online gambling is neither locally licensed nor explicitly prohibited — served offshore at…
Handicap / Spread
Adjusting the contest by a virtual margin — favorites give points, underdogs receive them — to…
Handle
Total stakes accepted over a period — the volume metric of sports betting, before any results.
High-Risk Merchant Account
Acquiring relationships priced and structured for high-risk verticals — gambling's default banking reality.
High-Roller Policy
A contract clause capping or specially handling the commission impact of exceptionally large winning or losing…
Hold (Sportsbook)
Revenue as a percentage of handle — the sportsbook's realized margin after results, fluctuating around its…
Hold Percentage
Revenue as a share of money handled — in casino contexts, GGR over deposits or drop;…
House Edge
The casino's built-in mathematical advantage — 100 minus RTP — expressed as the expected percentage of…
Hybrid Deal
A commission structure combining an upfront CPA payment with an ongoing revenue-share percentage on the same…
iGaming CRM
The lifecycle-marketing system running player communications and bonusing — automation with compliance rails built in.
In-House Program
An affiliate program the operator runs directly on its own (licensed) software, owning partner relationships, data…
In-Play / Live Betting
Wagering during the event at continuously repriced odds — the format that now dominates sports betting…
Incentivized Traffic
Users paid or rewarded to complete actions — poison for deposit-quality metrics, banned by most iGaming…
Incrementality
Measuring what marketing actually caused versus what would have happened anyway — attribution's honest older sibling.
Influencer Marketing
Gambling promotion through social personalities — reach with named-person trust, under advertising rules written for exactly…
Instant Bank Transfer
Real-time account-to-account payment schemes (Faster Payments, SEPA Instant, RTP) applied to deposits and — the differentiator…
KPI Dashboard
The curated metric surface a team actually runs on — selection and definition being the hard…
KYB for Affiliates
Know-your-business verification of affiliate partners — corporate identity, ownership, sanctions and payment-details checks before payouts flow.
KYC (Know Your Customer)
Mandatory identity verification of players — who they are, their age, and increasingly where their money…
Landing Page
The page a click arrives on — where message match, load speed and registration proximity decide…
Last-Click Attribution
Crediting the conversion entirely to the final affiliate click before registration — the iGaming default.
Liability
The amount at risk on an outcome — a layer's exposure on an exchange, or the…
Lifetime Revenue Share
Revenue share paid for as long as the referred player remains active — no expiry on…
Listing Fee
A one-time or recurring charge some publishers require merely to be included on their site, before…
Live Dealer
Real dealers on streamed tables with OCR translating physical outcomes into data — the trust-bridging vertical…
Load Balancing
Distributing traffic across redundant infrastructure — the pattern keeping click storms and event spikes survivable.
LTV (Lifetime Value)
The total net revenue a player generates over their entire relationship — the number all acquisition…
Marketing Preferences / Opt-In
The consent layer for gambling marketing communications — who may be contacted, on which channels, provable…
Mass Payouts
Batch disbursement infrastructure paying hundreds of partners or players across countries, methods and currencies in one…
Master Affiliate
An affiliate who manages a downline of sub-affiliates, earning overrides on their production — a mini-network…
Matched Betting
Extracting promotional value by covering all outcomes — back the bonus at the book, lay it…
Max Bet Rule
The stake ceiling (commonly €5) while wagering a bonus — breaching it typically voids bonus winnings.
Max Cashout
A ceiling on withdrawable winnings from a bonus — standard on free offers, a red flag…
MCC 7995
The card-scheme merchant category code for gambling — the flag that triggers issuer blocks, scheme rules…
Media Buying
Paid-traffic acquisition at scale — search, social, native, push, display — run by affiliates or in-house…
Media Kit
A publisher's document presenting audience, traffic, placement options and pricing to prospective advertisers and programs.
MGA (Malta Gaming Authority)
Malta's gaming regulator — the EU hub license under which a large share of European-facing online…
Minimum Deposit Requirement
The smallest first deposit that counts as a qualifying acquisition under a CPA or hybrid deal.
Misleading Advertising
Marketing that creates false expectations — about bonuses, odds, risk or terms — measured by consumer…
Moneyline
A bet on who wins outright, priced in American plus/minus notation — the simplest wager in…
Multi-Tenancy
One platform instance serving many isolated clients — the SaaS architecture underneath shared iGaming infrastructure.
Multi-Touch Attribution
Splitting conversion credit across several touchpoints in the player's journey instead of giving it all to…
Native Advertising
Content-styled ad placements in editorial feeds — advertorial funnels under disclosure and platform gambling rules.
NDC / NRC
New Depositing Customer / New Registered Customer — the funnel's two headline counts, and a chronic…
Negative Carryover
When a month's negative net revenue (players won money) carries into following months, offsetting future affiliate…
Net-30 / Payment Terms
The lag between period close and commission payment — net-15/30/60 terms that price working capital and…
NGR (Net Gaming Revenue)
GGR minus bonuses, payment fees and gaming taxes — the margin figure operators actually run on.
NGR (Net Gaming Revenue)
GGR minus bonuses, payment fees and gaming taxes — the margin figure operators actually run on.
No-Deposit Bonus
A small bonus granted without any deposit — an acquisition offer priced by registration data and…
Odds
The price of a bet — expressing both implied probability and payout, quoted in decimal, fractional…
Odds Boost
A promotionally enhanced price on selected outcomes — margin given back to look generous, usually with…
Odds Feed / Data Feed
Licensed real-time sports data powering markets, settlement and live products — a concentrated supply market with…
Open Banking
Bank-API payments — account-to-account transfers with strong authentication, no cards, and near-instant settlement in supporting markets.
Organic Traffic
Unpaid search-driven visitors — the compounding asset class beneath SEO affiliates and operator content strategies alike.
Over/Under (Totals)
Betting whether combined scoring lands above or below the book's posted line — team-agnostic and parlay-fuel.
Overround / Vig
The bookmaker's margin baked into odds — implied probabilities summing above 100%, the sports equivalent of…
Paid Search Brand Bidding
Buying ads on brand keywords — the operator-affiliate conflict zone of paid search.
Palpable Error
An obvious pricing or settlement mistake — the clause letting books void bets placed on clearly…
PAM (Player Account Management)
The core platform holding player accounts, wallets, and lifecycle state — the system of record everything…
Payment Gateway
The technical layer capturing and transmitting payment data between the operator's cashier and processors.
Payment Orchestration
A routing and management layer across multiple PSPs and methods — one integration, portable tokens, programmable…
Payment Reconciliation
Matching platform transactions against processor settlements and bank movements — where payment truth is established.
Payout Rail
The mechanism carrying money out — cards (OCT), bank transfers, e-wallets, open banking, crypto — each…
Payout SLA
Published, committed timelines for paying players and partners — turning payment speed from marketing claim into…
Payout Threshold
The minimum accumulated commission balance required before the program issues payment.
PEP Screening
Identifying politically exposed persons among customers and partners, triggering enhanced due diligence on their funds and…
Performance Kicker
A bonus payment triggered by hitting agreed targets — extra CPA, a rate bump, or a…
Pixel Tracking
Client-side conversion tracking that fires a snippet of code (an image or JavaScript tag) in the…
Platform Provider
The vendors supplying operator core infrastructure — PAM and its constellation — the industry's picks-and-shovels tier.
Player Churn
Referred or acquired players going inactive — the decay curve that determines lifetime value.
Player Funnel
The staged path from impression to loyal player — click, registration, deposit, wager, redeposit — measured…
Player Journey
The end-to-end path from first touch through lifecycle stages — the narrative frame connecting acquisition, product…
Player Value Score
A composite early-signal score predicting a player's worth — the engine inside quality-based pricing and fraud…
Pop Traffic
Popunder/popup ad inventory — bulk visibility at minimal cost and intent, the classic testing-ground traffic of…
Positive Carryover
Unpaid commission balances below the payout threshold rolling forward to the next period rather than expiring.
Postback URL
A server-side callback the operator's platform fires to notify the tracking system that a conversion (registration,…
PPC Gambling Policy
Search platforms' gambling advertising rules — certification, market permissions, and the affiliate-specific constraints under them.
Pre-Lander
An intermediate warm-up page between ad and offer — funnel storytelling with a compliance tightrope.
Predictive Churn Model
Machine-learned early warning of player lapse — intervention targeting for CRM, with the industry's characteristic dual…
Program Audit
A periodic structured review of a program's economics, compliance, fraud exposure and partner portfolio health.
Program Migration
Moving an affiliate program between tracking platforms while preserving links, player attribution and commission continuity.
Program Terms
The public rulebook of an affiliate program — commission structures, qualification rules, payment schedules and conduct…
Progressive Jackpot
A jackpot growing with a slice of every wager across the network until won — lottery…
Promo Code Tracking
Attributing players to affiliates via a code entered at registration or deposit, independent of any click…
Promo Materials
All promotional content a program authorizes affiliates to use — offers, copy, terms summaries, brand assets…
Prop Bet
A wager on an in-game particular — player yards, first scorer, cards shown — rather than…
PSP (Payment Service Provider)
The company processing an operator's deposits and withdrawals — connecting the gambling business to card schemes,…
Push Traffic
Browser push-notification advertising — cheap, high-volume, variable-quality inventory in the affiliate media-buying toolkit.
Qualified FTD
A first-time deposit meeting all the deal's qualification criteria — minimum amount, GEO, payment method, wagering…
RBAC (Role-Based Access Control)
Permission architecture by role — least-privilege operationalized across back offices, portals and data layers.
Reactivation
Returning lapsed players to activity via targeted offers and CRM — the cheapest revenue after retention.
Real-Time Reporting
Metrics available as events happen — operational necessity for media buyers, trust infrastructure for partners.
Recreational Player
The casual majority betting for entertainment — favorites, parlays, brand loyalty, and the revenue core of…
Redirect Tracking
Click tracking that routes the visitor through one or more intermediate URLs (the tracker) before reaching…
Referrer
The HTTP header identifying the page a visitor came from — a primary signal for verifying…
Refund vs Chargeback
Two reversals with opposite consequences — merchant-initiated refunds cost the amount; issuer-initiated chargebacks cost fees, ratios…
Reg-to-Dep Rate
First deposits divided by registrations — the intent-quality ratio and the operator's own funnel report card.
Registration
A completed account signup — the funnel milestone between click and deposit where KYC friction and…
Regulated Market
A jurisdiction with a local licensing regime — legal certainty, consumer protection and tax, in exchange…
Reload Bonus
A deposit-match offer for existing players — the retention counterpart to the welcome bonus.
Reporting API
Programmatic access to statistics and statements — the integration surface serious partners and internal BI both…
Responsible Gambling (RG)
The framework of policies, tools and marketing duties aimed at preventing gambling-related harm.
REST API
The dominant API style — resource-oriented HTTP endpoints with JSON payloads — the lingua franca of…
Retargeting
Re-advertising to prior visitors — funnel-recovery mechanics constrained by consent rules and gambling-audience sensitivities.
Retention Rate
The share of players still active N days after acquisition — the curve whose area is,…
Rev Adjustment
A manual correction applied to an affiliate's revenue or commission figures — for mispriced deals, tracking…
Revenue Share (RevShare)
An ongoing commission paying the affiliate a percentage of the net revenue their referred players generate,…
Review Site
Affiliate properties reviewing operators — the trust-brokering format regulators, players and Google all scrutinize.
Risk Management / Trading
The sportsbook function pricing markets, managing exposure, and deciding who may bet how much.
RNG (Random Number Generator)
The certified algorithm generating unpredictable outcomes for digital games — the audited heart of fair gaming.
ROI / ROAS
Return on investment / on ad spend — profit-truth metrics whose honesty depends entirely on cost…
Rolling Reserve
A percentage of processed volume withheld by the acquirer for months as a chargeback buffer —…
RTP (Return to Player)
The percentage of total wagers a game pays back over the long run — 96% RTP…
S2S Tracking
Server-to-server tracking passes conversion data directly between the operator's and tracker's servers, with no browser involved…
Safer Gambling Tools
The player-facing control set — deposit/loss/session limits, reality checks, time-outs, self-exclusion — that licensed operators must…
Sanctions Screening
Checking players and business partners against sanctions and watchlists — strict-liability territory for operators and their…
Sandbox Environment
Vendor-provided test instances for integration development — fidelity determining whether launch day holds surprises.
SDK (Software Development Kit)
Packaged libraries embedding a platform's capabilities in client code — apps, sites, games — with versioning…
Seamless Wallet API
The integration pattern where games debit and credit the operator's wallet in real time per bet…
Second-Tier Commission
Earnings from the activity of affiliates in your downline — the generic term for multi-level commission…
Segmentation
Dividing players or partners into behaviorally meaningful groups — the precondition for every targeted decision.
Self-Exclusion
A player's formal request to be barred from gambling — per operator or across an entire…
SEO Affiliate
Affiliates whose asset is search rankings — review, comparison and content sites capturing gambling intent organically.
Server Log Tracking
Recording clicks and events from raw server request logs rather than client-side scripts.
Session
A continuous period of play — the behavioral unit RG monitoring, product analytics and reality checks…
Settlement
Grading and paying bets after results — the accuracy-and-speed function bettors judge books by.
Settlement (Payments)
The actual movement of processed funds to the merchant's account — on T+n schedules that define…
Sharp Bettor
A consistently skilled bettor whose action beats closing prices — valuable as information, unwelcome as a…
Single Wallet vs Transfer Wallet
Two architectures for funds across products — one balance everywhere versus explicit transfers between product wallets.
Slot Volatility
How a slot distributes its RTP — frequent small wins (low volatility) versus rare large ones…
SMS Marketing
Text-message promotion — the highest-attention, highest-regulated channel in the gambling mix.
Social Responsibility Code
The license conditions binding operators to actively prevent gambling harm — interaction duties, marker monitoring, vulnerable-customer…
Source of Funds (SoF)
Enhanced due diligence verifying that a player's gambling spend comes from legitimate income or wealth.
Sportsbook
The operator (or product vertical) accepting wagers on sporting events at posted odds.
Sportsbook Provider
B2B suppliers of complete sportsbook capability — pricing, trading, risk and UI — behind most operator…
SSL/TLS
Transport encryption for every connection — baseline trust infrastructure with operational teeth in tracking chains.
Stablecoin
Fiat-pegged crypto (USDT, USDC) — crypto's settlement speed without its volatility, increasingly the practical crypto rail…
Staging Environment
The operator's own pre-production replica — where releases, integrations and configuration prove themselves before players arrive.
Stake Factoring / Limits
Individually restricting how much specific customers may stake — the bookmaker's per-player risk dial.
Sticky vs Non-Sticky Bonus
Whether bonus funds are ever withdrawable (non-sticky) or only their winnings are (sticky) — and how…
Streamer Traffic
Player acquisition via live casino/slots streamers — parasocial reach with distinctive compliance and quality profiles.
Sub-Affiliate Commission
The override percentage an affiliate earns on the commissions of partners they recruited into the program.
SubID
An affiliate-defined parameter appended to tracking links to segment their own traffic — by page, placement,…
Super Affiliate
A top-tier partner whose volume materially moves program numbers — typically the top handful of accounts…
Table Games
The classic casino card and wheel games — blackjack, roulette, baccarat, poker variants — digital or…
Tenancy Deal
A recurring fixed-fee arrangement renting a defined placement on a publisher's site for a set period.
Third-Party Cookie
A cookie set by a domain other than the one being visited — the historical backbone…
Tiered Commission
A commission scale that increases with volume — more FTDs or higher NGR in a month…
Tracking Domain
The domain used in affiliate links to route and record clicks — either the platform's shared…
Traffic Cap
A limit on payable volume from an affiliate — maximum FTDs or spend per day/month —…
Traffic Quality
The composite worth of a source's players — retention, value, fraud-cleanliness — the variable all deal…
Traffic Source Declaration
The affiliate's stated inventory of where their traffic comes from — sites, channels, methods — required…
Treasury Management (iGaming)
Managing the operator's cash across currencies, entities, processors and obligations — liquidity as an operational discipline.
Turnkey Solution
Licensed-operator infrastructure delivered as a package — the client holds the license, the vendor supplies the…
Two-Factor Authentication (2FA)
Second-factor login verification — account-takeover defense for players, partners and the admin surfaces that matter most.
UKGC (UK Gambling Commission)
Great Britain's gambling regulator — the strictest major licensing authority and the de facto benchmark for…
Uptime SLA
Contractual availability commitments with remedies — the reliability floor under revenue that accrues by the minute.
UTM Parameters
Standardized URL query tags (utm_source, utm_medium, utm_campaign…) used by analytics platforms to classify traffic sources.
View-Through Attribution
Crediting a conversion to an ad impression the user saw but didn't click, within a short…
VIP Program
Structured high-value player treatment — hosts, tailored bonuses, faster payouts, events — under increasing regulatory constraint.
Virtual Sports
RNG-driven simulated sporting events — sports aesthetics wrapped around slot mathematics, running around the clock.
Void Bet
A cancelled bet with stakes returned — triggered by abandonments, non-runners, rule-defined circumstances, or errors.
Wager-Based Commission
Commission calculated as a share of referred players' total wagering turnover rather than of net revenue.
Wagering Requirement
The multiple of a bonus (or deposit + bonus) that must be staked before bonus funds…
Wagering Turnover
Total amount staked across all bets — the volume metric upstream of revenue, and the base…
Webhook
Push notifications between systems — the platform calls you when events happen, postbacks being the affiliate…
Welcome Bonus
The acquisition offer for new players — typically a deposit match, spins package, or both, governed…
White Label (Casino)
A complete casino operated under the provider's license and infrastructure, skinned with the client's brand —…
Win-Back Campaign
A structured effort to reactivate churned or dormant affiliates with improved terms, fixes, or fresh offers.
Withdrawal Processing Time
The operator-side interval between withdrawal request and money sent — approval queues plus KYC, before the…
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