Glossary Archive - iGamingXpert

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3-D Secure (3DS) Card-payment authentication (Verified by Visa era through 3DS2) shifting fraud liability to issuers —…

A

Accumulator / Parlay A single bet combining multiple selections — all must win, odds multiply, and so…
Acquirer The bank holding the merchant account that accepts card payments — the regulated entity…
Active Affiliate A partner currently generating measurable activity — clicks, registrations or FTDs — within the…
Active Player A player meeting the activity definition in force — the denominator every rate metric…
Admin Fee A percentage deduction operators apply to gross revenue before calculating affiliate commissions, covering platform,…
ADR (Alternative Dispute Resolution) Independent bodies resolving player-operator disputes without courts — mandatory referral routes in strong licensing…
Advertising Standards (CAP Code) The advertising rulebooks — like the UK's CAP Code — governing gambling marketing content,…
Affiliate Agreement The binding contract between operator and affiliate covering commissions, obligations, compliance duties, and termination…
Affiliate Compliance Monitoring Ongoing surveillance of affiliate marketing conduct — placements, claims, GEO targeting, RG messaging —…
Affiliate Event Industry gatherings — conferences, summits, program-hosted meetups — where affiliate deals are made and…
Affiliate Invoicing The billing leg of commission payments — self-billing or affiliate-issued invoices carrying tax and…
Affiliate Licensing / Registration Regimes where affiliates themselves must register with or be licensed by the regulator to…
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…
Affiliate Newsletter The program's regular communication to partners: offers, product updates, term changes, compliance notices and…
Affiliate Onboarding The intake process from application to first active link: vetting, agreement, account setup, and…
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…
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…
Affiliate Tracking Software The platform running an affiliate program's mechanics — tracking, attribution, commission calculation, partner portal…
Affiliate Whitelisting Explicitly authorizing specific affiliates for restricted activities — paid search, specific GEOs, or sensitive…
Age Verification Confirming players meet the legal gambling age before they can play — increasingly before…
AML (Anti-Money Laundering) The legal framework obliging gambling operators to detect, prevent and report money laundering through…
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…
APM (Alternative Payment Methods) Everything that isn't a card — wallets, bank schemes, vouchers, mobile money, crypto —…
App Attribution (MMP) Mobile measurement partners (AppsFlyer, Adjust, Branch) that attribute app installs and in-app events to…
Arbitrage Betting Exploiting price disagreements between books to guarantee profit by covering all outcomes at favorable…
ARPU / ARPPU Average revenue per user (all users) or per paying user (depositors only) — density…
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…
Attribution Window The period after a click during which a conversion is still credited to the…
Audit Log Immutable records of who did what, when, in the system — the forensic layer…
Average Deposit Mean deposit size per transaction or per player — a fast segmentation signal with…

B

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…
Bet Builder / Same-Game Parlay Combining multiple markets from one event into a single priced ticket — the industry's…
Bet Margin Revenue as a percentage of stakes — realized margin per product, the analytics bridge…
Betting Exchange A peer-to-peer marketplace matching backers against layers, charging commission instead of building margin into…
BI Tool The analytics interface over the warehouse — self-service exploration, standardized dashboards, and the metric-definition…
BI Tool (Stack View) The analytics presentation layer in the operator stack — governance surface as much as…
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…
Bonus Cost Ratio Bonus expenditure as a share of GGR or deposits — the metric that decides…
Bonus Wallet The separate balance holding bonus funds and their winnings while wagering completes, apart from…
Bounty / Milestone Payment A one-off payment for a defined non-recurring achievement — first FTD from a new…
Brand Bidding Policy Program rules on affiliates bidding operator brand terms in paid search — usually prohibition,…
Brand Search Query demand for a brand by name — the measurable exhaust of marketing effectiveness…

C

Card Scheme Rules Visa and Mastercard's private rulebooks for gambling transactions — registration programs, country permissions, coding…
Cascading Payments Automatic retry of failed deposits through alternative processors or routes — decline recovery as…
Cash Out Settling a bet early at the book's live valuation — locking profit or cutting…
Cashback Returning a percentage of player losses (or wagers) over a period — a retention…
CDN (Content Delivery Network) Edge-distributed content delivery — global speed for assets and landers, plus a security shield…
Chargeback A card payment reversed through the issuer at the cardholder's dispute — fraud's paper…
Churn Rate The share of players going inactive per period — the decay constant of the…
Churned Affiliate A previously active partner whose traffic has stopped — moved to competitors, lost their…
Clawback Reversing previously credited commissions after the underlying transaction is invalidated — by chargeback, fraud…
Click ID The unique identifier generated for each click on an affiliate link, used to match…
Click Spamming Fraud that fires large volumes of fake or unearned clicks to steal attribution for…
Click-to-Reg Rate Registrations divided by clicks — the first conversion ratio, measuring landing-page fit and traffic…
Closed-Loop Policy Returning withdrawals to the deposit source before alternative methods — an AML rule that…
Cohort Analysis Tracking groups defined by a shared start event (registration month, source, campaign) through time…
Commission Hold Period The delay between a commission being earned and becoming withdrawable, allowing time for fraud…
Comp Points Loyalty currency accrued per wager, redeemable for cash, bonuses or perks — turnover made…
Comparison Site Table-driven affiliate properties ranking offers side by side — the highest-intent, highest-priced shelf space…
Complaint Handling The regulated process for receiving, investigating and resolving player complaints — with timelines, records…
Compliance Audit Trail The documented, timestamped record proving what was published, decided and enforced — the difference…
Content Localization Adapting content per market — language, currency, payment methods, regulation, culture — beyond translation…
Conversion Pixel The specific pixel placed on a post-conversion page (registration complete, deposit confirmed) that reports…
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…
Cookieless Tracking Attribution methods that don't depend on browser cookies — server-side IDs, first-party storage, fingerprinting…
CPA (Cost Per Acquisition) A fixed one-time payment to the affiliate for each referred player who completes a…
CPA Baseline The set of minimum player-activity conditions (deposit size, wagering, sometimes redeposit) required before a…
CPC (Cost Per Click) Payment per click on an ad or link — the pricing model of paid…
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,…
CPM (Cost Per Mille) Payment per thousand ad impressions — a media-buying metric that appears in iGaming through…
Creatives The advertising assets — banners, landing pages, text links, video — a program supplies…
Cross-Device Tracking Linking one user's activity across phone, desktop and tablet so the journey and its…
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…

D

Data Latency The delay between event and its appearance in reports — a property to publish,…
Data Latency (Stack View) Freshness as an architectural property — latency budgets allocated per pipeline stage and consumer…
Data Residency Requirements on where gambling data physically lives — several regulators mandate in-country or in-region…
Data Warehouse The consolidated analytical store joining platform, payments, CRM and marketing data — where cross-system…
Data Warehouse (iGaming) The analytical consolidation layer for operator data — covered in depth under Analytics; the…
DAU / MAU Daily and monthly active users — engagement's tempo metrics, and their ratio, the stickiness…
Deep Linking Pointing an affiliate link at a specific page — a game, bonus or registration…
Deposit Frequency How often players fund — the cadence metric where engagement, value and risk all…
Deposit Match A bonus equal to a percentage of the deposit — the standard promotional currency…
Deposit Success Rate The percentage of attempted deposits that complete — the single most financially leveraged number…
Deposits vs NGR The conversion of money-in to revenue-kept — the ratio chain connecting cashier volume to…
Device Fingerprinting Identifying a device by its technical characteristics (browser, OS, screen, fonts, network) instead of…
Direct Linking Sending traffic straight to the operator's page — no redirect — with tracking parameters…
Dormancy Clause A terms provision reducing or ending commissions for affiliates who stop sending new traffic…
Duplicate Click Filtering Automatically discarding repeat clicks from the same user within a short window so reporting…
Dynamic CPA CPA pricing that varies automatically with measured traffic quality or player value rather than…

E

E-Wallet Stored-value accounts (Skrill, NETELLER and kin) — gambling's historical payment workhorse for speed and…
Early Payout Promotional settlement before the result is final — e.g., paying winners once a team…
eCPA Effective cost per acquisition — total spend divided by acquisitions, whatever the pricing model…
Email Marketing List-based promotion — operator CRM or affiliate-owned lists — under consent rules that gambling…
EPC (Earnings Per Click) Commission earned per click sent — the affiliate's universal comparison metric across programs and…
Esports Betting Wagering on competitive video games — a young vertical with data, integrity and audience…
ETL / ELT The pipelines extracting, transforming and loading data between systems — the plumbing determining whether…
Exclusive Deal Enhanced commission terms granted in exchange for the affiliate restricting competitor promotion — a…

F

First-Click Attribution Crediting the conversion to the first affiliate click in the journey rather than the…
First-Party Cookie A cookie set by the domain the user is actually visiting, used to remember…
Flat-Fee Deal A fixed payment for placement or exposure — a homepage spot, a review position,…
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…
Free Bet A promotional stake whose winnings (usually minus the stake) are paid in cash —…
Free Spins Bonus rounds on specified slots granted as promotional currency — winnings usually land as…
FTD (First-Time Depositor) A player making their first real-money deposit — the conversion event iGaming acquisition is…
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…

G

Gambling License State authorization to offer gambling services, defining where an operator may market, which rules…
Game Aggregator A single integration delivering many providers' games — one API, one contract, hundreds of…
Game Integration Connecting game content to the operator's platform — wallet transactions, session handling, and per-market…
Game Provider The studios building casino games — slots, tables, live — licensed to operators directly…
Game Weighting The percentage each game type contributes toward wagering requirements — slots typically 100%, table…
Gaming Tax / License Fees The state's cut of regulated gambling: application and annual license fees plus ongoing tax…
GAMSTOP Great Britain's national online self-exclusion register — one registration blocks the player at every…
GDPR The EU's data-protection regulation — governing every player and affiliate data flow in and…
Geo-Blocking Technically preventing access from prohibited jurisdictions — the enforcement layer of an operator's market…
GGR (Gross Gaming Revenue) Total player stakes minus total player winnings — the industry's top-line revenue measure before…
Global Postback A single account-level postback configuration that fires for all of an affiliate's campaigns, instead…
Gray Market A jurisdiction where online gambling is neither locally licensed nor explicitly prohibited — served…

H

Handicap / Spread Adjusting the contest by a virtual margin — favorites give points, underdogs receive them…
Handle Total stakes accepted over a period — the volume metric of sports betting, before…
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…
Hold (Sportsbook) Revenue as a percentage of handle — the sportsbook's realized margin after results, fluctuating…
Hold Percentage Revenue as a share of money handled — in casino contexts, GGR over deposits…
House Edge The casino's built-in mathematical advantage — 100 minus RTP — expressed as the expected…
Hybrid Deal A commission structure combining an upfront CPA payment with an ongoing revenue-share percentage on…

I

iGaming CRM The lifecycle-marketing system running player communications and bonusing — automation with compliance rails built…
In-House Program An affiliate program the operator runs directly on its own (licensed) software, owning partner…
In-Play / Live Betting Wagering during the event at continuously repriced odds — the format that now dominates…
Incentivized Traffic Users paid or rewarded to complete actions — poison for deposit-quality metrics, banned by…
Incrementality Measuring what marketing actually caused versus what would have happened anyway — attribution's honest…
Influencer Marketing Gambling promotion through social personalities — reach with named-person trust, under advertising rules written…
Instant Bank Transfer Real-time account-to-account payment schemes (Faster Payments, SEPA Instant, RTP) applied to deposits and —…

K

KPI Dashboard The curated metric surface a team actually runs on — selection and definition being…
KYB for Affiliates Know-your-business verification of affiliate partners — corporate identity, ownership, sanctions and payment-details checks before…
KYC (Know Your Customer) Mandatory identity verification of players — who they are, their age, and increasingly where…

L

Landing Page The page a click arrives on — where message match, load speed and registration…
Last-Click Attribution Crediting the conversion entirely to the final affiliate click before registration — the iGaming…
Liability The amount at risk on an outcome — a layer's exposure on an exchange,…
Lifetime Revenue Share Revenue share paid for as long as the referred player remains active — no…
Listing Fee A one-time or recurring charge some publishers require merely to be included on their…
Live Dealer Real dealers on streamed tables with OCR translating physical outcomes into data — the…
Load Balancing Distributing traffic across redundant infrastructure — the pattern keeping click storms and event spikes…
LTV (Lifetime Value) The total net revenue a player generates over their entire relationship — the number…

M

Marketing Preferences / Opt-In The consent layer for gambling marketing communications — who may be contacted, on which…
Mass Payouts Batch disbursement infrastructure paying hundreds of partners or players across countries, methods and currencies…
Master Affiliate An affiliate who manages a downline of sub-affiliates, earning overrides on their production —…
Matched Betting Extracting promotional value by covering all outcomes — back the bonus at the book,…
Max Bet Rule The stake ceiling (commonly €5) while wagering a bonus — breaching it typically voids…
Max Cashout A ceiling on withdrawable winnings from a bonus — standard on free offers, a…
MCC 7995 The card-scheme merchant category code for gambling — the flag that triggers issuer blocks,…
Media Buying Paid-traffic acquisition at scale — search, social, native, push, display — run by affiliates…
Media Kit A publisher's document presenting audience, traffic, placement options and pricing to prospective advertisers and…
MGA (Malta Gaming Authority) Malta's gaming regulator — the EU hub license under which a large share of…
Minimum Deposit Requirement The smallest first deposit that counts as a qualifying acquisition under a CPA or…
Misleading Advertising Marketing that creates false expectations — about bonuses, odds, risk or terms — measured…
Moneyline A bet on who wins outright, priced in American plus/minus notation — the simplest…
Multi-Tenancy One platform instance serving many isolated clients — the SaaS architecture underneath shared iGaming…
Multi-Touch Attribution Splitting conversion credit across several touchpoints in the player's journey instead of giving it…

N

Native Advertising Content-styled ad placements in editorial feeds — advertorial funnels under disclosure and platform gambling…
NDC / NRC New Depositing Customer / New Registered Customer — the funnel's two headline counts, and…
Negative Carryover When a month's negative net revenue (players won money) carries into following months, offsetting…
Net-30 / Payment Terms The lag between period close and commission payment — net-15/30/60 terms that price working…
NGR (Net Gaming Revenue) Gross gaming revenue after deducting bonuses, payment fees, gaming taxes and agreed costs —…
No-Deposit Bonus A small bonus granted without any deposit — an acquisition offer priced by registration…

O

Odds The price of a bet — expressing both implied probability and payout, quoted in…
Odds Boost A promotionally enhanced price on selected outcomes — margin given back to look generous,…
Odds Feed / Data Feed Licensed real-time sports data powering markets, settlement and live products — a concentrated supply…
Open Banking Bank-API payments — account-to-account transfers with strong authentication, no cards, and near-instant settlement in…
Organic Traffic Unpaid search-driven visitors — the compounding asset class beneath SEO affiliates and operator content…
Over/Under (Totals) Betting whether combined scoring lands above or below the book's posted line — team-agnostic…
Overround / Vig The bookmaker's margin baked into odds — implied probabilities summing above 100%, the sports…

P

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…
PAM (Player Account Management) The core platform holding player accounts, wallets, and lifecycle state — the system of…
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…
Payment Reconciliation Matching platform transactions against processor settlements and bank movements — where payment truth is…
Payout Rail The mechanism carrying money out — cards (OCT), bank transfers, e-wallets, open banking, crypto…
Payout SLA Published, committed timelines for paying players and partners — turning payment speed from marketing…
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…
Performance Kicker A bonus payment triggered by hitting agreed targets — extra CPA, a rate bump,…
Pixel Tracking Client-side conversion tracking that fires a snippet of code (an image or JavaScript tag)…
Platform Provider The vendors supplying operator core infrastructure — PAM and its constellation — the industry's…
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…
Player Journey The end-to-end path from first touch through lifecycle stages — the narrative frame connecting…
Player Value Score A composite early-signal score predicting a player's worth — the engine inside quality-based pricing…
Pop Traffic Popunder/popup ad inventory — bulk visibility at minimal cost and intent, the classic testing-ground…
Positive Carryover Unpaid commission balances below the payout threshold rolling forward to the next period rather…
Postback URL A server-side callback the operator's platform fires to notify the tracking system that a…
PPC Gambling Policy Search platforms' gambling advertising rules — certification, market permissions, and the affiliate-specific constraints under…
Pre-Lander An intermediate warm-up page between ad and offer — funnel storytelling with a compliance…
Predictive Churn Model Machine-learned early warning of player lapse — intervention targeting for CRM, with the industry's…
Program Audit A periodic structured review of a program's economics, compliance, fraud exposure and partner portfolio…
Program Migration Moving an affiliate program between tracking platforms while preserving links, player attribution and commission…
Program Terms The public rulebook of an affiliate program — commission structures, qualification rules, payment schedules…
Progressive Jackpot A jackpot growing with a slice of every wager across the network until won…
Promo Code Tracking Attributing players to affiliates via a code entered at registration or deposit, independent of…
Promo Materials All promotional content a program authorizes affiliates to use — offers, copy, terms summaries,…
Prop Bet A wager on an in-game particular — player yards, first scorer, cards shown —…
PSP (Payment Service Provider) The company processing an operator's deposits and withdrawals — connecting the gambling business to…
Push Traffic Browser push-notification advertising — cheap, high-volume, variable-quality inventory in the affiliate media-buying toolkit.

Q

Qualified FTD A first-time deposit meeting all the deal's qualification criteria — minimum amount, GEO, payment…

R

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…
Real-Time Reporting Metrics available as events happen — operational necessity for media buyers, trust infrastructure for…
Recreational Player The casual majority betting for entertainment — favorites, parlays, brand loyalty, and the revenue…
Redirect Tracking Click tracking that routes the visitor through one or more intermediate URLs (the tracker)…
Referrer The HTTP header identifying the page a visitor came from — a primary signal…
Refund vs Chargeback Two reversals with opposite consequences — merchant-initiated refunds cost the amount; issuer-initiated chargebacks cost…
Reg-to-Dep Rate First deposits divided by registrations — the intent-quality ratio and the operator's own funnel…
Registration A completed account signup — the funnel milestone between click and deposit where KYC…
Regulated Market A jurisdiction with a local licensing regime — legal certainty, consumer protection and tax,…
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…
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…
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…
Rev Adjustment A manual correction applied to an affiliate's revenue or commission figures — for mispriced…
Revenue Share (RevShare) An ongoing commission paying the affiliate a percentage of the net revenue their referred…
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…
ROI / ROAS Return on investment / on ad spend — profit-truth metrics whose honesty depends entirely…
Rolling Reserve A percentage of processed volume withheld by the acquirer for months as a chargeback…
RTP (Return to Player) The percentage of total wagers a game pays back over the long run —…

S

S2S Tracking Server-to-server tracking passes conversion data directly between the operator's and tracker's servers, with no…
Safer Gambling Tools The player-facing control set — deposit/loss/session limits, reality checks, time-outs, self-exclusion — that licensed…
Sanctions Screening Checking players and business partners against sanctions and watchlists — strict-liability territory for operators…
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 —…
Seamless Wallet API The integration pattern where games debit and credit the operator's wallet in real time…
Second-Tier Commission Earnings from the activity of affiliates in your downline — the generic term for…
Segmentation Dividing players or partners into behaviorally meaningful groups — the precondition for every targeted…
Self-Exclusion A player's formal request to be barred from gambling — per operator or across…
SEO Affiliate Affiliates whose asset is search rankings — review, comparison and content sites capturing gambling…
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…
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…
Sharp Bettor A consistently skilled bettor whose action beats closing prices — valuable as information, unwelcome…
Single Wallet vs Transfer Wallet Two architectures for funds across products — one balance everywhere versus explicit transfers between…
Slot Volatility How a slot distributes its RTP — frequent small wins (low volatility) versus rare…
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…
Source of Funds (SoF) Enhanced due diligence verifying that a player's gambling spend comes from legitimate income or…
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…
SSL/TLS Transport encryption for every connection — baseline trust infrastructure with operational teeth in tracking…
Stablecoin Fiat-pegged crypto (USDT, USDC) — crypto's settlement speed without its volatility, increasingly the practical…
Staging Environment The operator's own pre-production replica — where releases, integrations and configuration prove themselves before…
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) —…
Streamer Traffic Player acquisition via live casino/slots streamers — parasocial reach with distinctive compliance and quality…
Sub-Affiliate Commission The override percentage an affiliate earns on the commissions of partners they recruited into…
SubID An affiliate-defined parameter appended to tracking links to segment their own traffic — by…
Super Affiliate A top-tier partner whose volume materially moves program numbers — typically the top handful…

T

Table Games The classic casino card and wheel games — blackjack, roulette, baccarat, poker variants —…
Tenancy Deal A recurring fixed-fee arrangement renting a defined placement on a publisher's site for a…
Third-Party Cookie A cookie set by a domain other than the one being visited — the…
Tiered Commission A commission scale that increases with volume — more FTDs or higher NGR in…
Tracking Domain The domain used in affiliate links to route and record clicks — either the…
Traffic Cap A limit on payable volume from an affiliate — maximum FTDs or spend per…
Traffic Quality The composite worth of a source's players — retention, value, fraud-cleanliness — the variable…
Traffic Source Declaration The affiliate's stated inventory of where their traffic comes from — sites, channels, methods…
Treasury Management (iGaming) Managing the operator's cash across currencies, entities, processors and obligations — liquidity as an…
Turnkey Solution Licensed-operator infrastructure delivered as a package — the client holds the license, the vendor…
Two-Factor Authentication (2FA) Second-factor login verification — account-takeover defense for players, partners and the admin surfaces that…

U

UKGC (UK Gambling Commission) Great Britain's gambling regulator — the strictest major licensing authority and the de facto…
Uptime SLA Contractual availability commitments with remedies — the reliability floor under revenue that accrues by…
UTM Parameters Standardized URL query tags (utm_source, utm_medium, utm_campaign…) used by analytics platforms to classify traffic…

V

View-Through Attribution Crediting a conversion to an ad impression the user saw but didn't click, within…
VIP Program Structured high-value player treatment — hosts, tailored bonuses, faster payouts, events — under increasing…
Virtual Sports RNG-driven simulated sporting events — sports aesthetics wrapped around slot mathematics, running around the…
Void Bet A cancelled bet with stakes returned — triggered by abandonments, non-runners, rule-defined circumstances, or…

W

Wager-Based Commission Commission calculated as a share of referred players' total wagering turnover rather than of…
Wagering Requirement The multiple of a bonus (or deposit + bonus) that must be staked before…
Wagering Turnover Total amount staked across all bets — the volume metric upstream of revenue, and…
Webhook Push notifications between systems — the platform calls you when events happen, postbacks being…
Welcome Bonus The acquisition offer for new players — typically a deposit match, spins package, or…
White Label (Casino) A complete casino operated under the provider's license and infrastructure, skinned with the client's…
Win-Back Campaign A structured effort to reactivate churned or dormant affiliates with improved terms, fixes, or…
Withdrawal Processing Time The operator-side interval between withdrawal request and money sent — approval queues plus KYC,…

iGaming Affiliate Marketing Glossary

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Run your affiliate program on numbers, not folklore