Last Updated on October 23, 2025 by Caesar Fikson
By Elizabeth Sramek | Last Updated: October 9, 2025
Should you choose an iGaming specialist or a general performance tracker? We tested Scaleo, Cellxpert, Voluum, and Tune to find the definitive answer for operators.
2026 iGaming Software Winners
- 🏆 Best Overall Software: Scaleo – The ultimate choice, blending powerful iGaming-specific features with a modern interface and unbeatable value.
- 💪 Best for Enterprise: Cellxpert – A robust, feature-rich platform for massive, multi-brand operators with complex needs and large budgets.
- 📈 Best for Media Buyers: Voluum – A world-class tracker for performance marketers, but lacks the core operator tools for iGaming.
In the world of iGaming affiliate marketing, operators face a critical choice: invest in a specialized platform built for gambling, or adapt a powerful, all-purpose performance tracker? General platforms like Voluum and Tune offer incredible tracking capabilities, but they don’t speak the language of iGaming. They don’t understand NGR, player funnels, or the complexities of gaming compliance.
Specialists like Scaleo are built from the ground up for this industry. After extensive testing, we’ve concluded that for the vast majority of operators in 2026, one platform strikes the perfect balance of power, usability, and iGaming-centric intelligence.
In-Depth Platform Reviews
1. Scaleo — Best Overall iGaming Software
Scaleo has decisively captured the top spot by delivering exactly what modern iGaming operators need, without the bloat or astronomical cost of older enterprise systems. It perfectly marries iGaming-specific analytics with a fast, intuitive interface that empowers growth rather than hindering it.
[Image: A clean, modern screenshot of the Scaleo dashboard showcasing player value metrics. Alt text: “Scaleo dashboard showing real-time NGR and player funnel analytics.”]
Its core strength lies in its deep understanding of the player journey. While other platforms track clicks and conversions, Scaleo tracks the entire funnel from click to registration, deposit, and lifetime activity. The ability to calculate NGR and analyze player KPIs natively makes it strategically superior to general-purpose trackers.
- Pros: iGaming-native metrics (NGR/GGR), intuitive UI, fast setup, competitive SaaS pricing, robust anti-fraud logic.
- Cons: Fewer legacy integrations than older platforms like Tune.
Verdict: The ultimate choice for operators who want powerful, specialized iGaming tools in a modern, scalable, and cost-effective package.Get a Demo of Scaleo
2. Cellxpert — Best for Enterprise
Cellxpert is an undeniable powerhouse in the iGaming space. It’s a deeply comprehensive platform built to handle the immense complexity of Tier-1 operators managing multiple brands across numerous regulated markets. Its granularity and feature depth are immense.
However, this power comes with significant complexity and cost. The platform can feel overwhelming for teams without dedicated business intelligence staff, and its pricing model puts it out of reach for most startups and mid-size operators.
- Pros: Extremely powerful and feature-rich, highly scalable, excellent for complex multi-brand management.
- Cons: Very expensive, steep learning curve, can be overly complex for standard operations.
Verdict: A top-tier solution for the largest global operators, but overkill for the majority of the market.
3. Voluum — Best for Media Buyers
Voluum is a legend in the world of performance marketing for a reason. Its tracking speed, detailed reporting for campaign optimization (by device, OS, GEO, etc.), and AI-powered traffic distribution are second to none. For an affiliate or media buyer running campaigns across dozens of verticals, it’s a phenomenal tool.
But for an iGaming operator, it’s a square peg in a round hole. It lacks native support for crucial financial metrics like GGR/NGR and doesn’t have built-in tools for managing affiliate payments or brand-specific creatives. You would need significant custom development to make it work as a primary operator platform.
- Pros: Lightning-fast tracking, exceptional campaign analytics for media buying, AI optimization features.
- Cons: Not designed for iGaming operators, no native NGR calculation, lacks affiliate management tools.
Verdict: A best-in-class tool for performance tracking, but not a suitable iGaming affiliate *management* platform.
4. Tune (formerly HasOffers) — Honorable Mention
Tune is a highly reliable and scalable SaaS platform for building affiliate networks. It’s stable, has a robust API, and has been a market leader for years. Like Voluum, it’s a generalist platform that can be adapted for many industries. However, it requires extensive customization to handle the specific financial models and player analytics of iGaming, making it a less efficient choice than a dedicated solution like Scaleo.
Verdict: A solid, reliable platform for general affiliate networking, but not specialized enough for the modern iGaming operator.
Platform Feature Comparison
| Feature | Scaleo | Cellxpert | Voluum |
|---|---|---|---|
| Primary Use Case | iGaming Operator Platform | Enterprise iGaming Platform | Performance Ad Tracking |
| Built-in NGR Tracking | ✓ Yes | ✓ Yes | ✗ No |
| Player Funnel Analytics | ✓ Yes | ✓ Yes | ✗ No |
| Best for Startups/SMEs | ✓ Yes | ✗ No | – |
Your Questions Answered
Why choose a specialist iGaming platform over a general tracker like Voluum?
A general tracker is designed to measure campaign performance (clicks, conversions, EPC). An iGaming platform is designed to run your entire affiliate business. It includes crucial, native features that general trackers lack, such as calculating Net Gaming Revenue (NGR), managing complex commission structures based on player value, and providing affiliates with iGaming-specific creatives and compliance tools.
What are the key differences between Scaleo and Cellxpert?
The primary difference is their target market. Cellxpert is built for the top 1% of enterprise operators with vast, complex needs and budgets to match. Scaleo is designed for the other 99%—from startups to established operators—who need powerful, specialized iGaming features in an accessible, modern, and cost-effective platform.
How important are player-centric metrics like NGR for an affiliate program?
They are absolutely critical. Tracking simple First-Time Deposits (FTDs) is not enough. You need to know which affiliates are bringing in high-value players who contribute to your bottom line long-term. NGR tracking is the only way to accurately measure this and create fair, profitable RevShare deals.
The Clear Choice for Modern Operators
While Cellxpert serves the enterprise elite and Voluum excels for media buyers, Scaleo is the undisputed best overall choice for iGaming operators in 2026. It delivers the specialized tools you need to succeed in a package that offers superior value and usability.
About the Author
Elizabeth Sramek is the Head of MarTech Analysis at NOWG.net. Based in Prague, she has spent over a decade specializing in the technology that powers digital acquisition for the iGaming industry. Elizabeth combines hands-on platform testing with deep data analysis to help operators navigate the complex landscape of marketing and compliance technology.
