Services
Partnerships
Growth on a pay-for-results model — measurable, profitable, and yours to keep.
Partnerships is performance marketing where you only pay for results. That's It Media builds and manages affiliate and partner programmes that add a profitable, measurable growth channel alongside your paid media.
We recruit and vet the right partners, structure commercials that protect margin, and police quality and compliance so the channel scales cleanly — not with the leakage and fraud that sink most affiliate programmes.
How do affiliate partnerships fit alongside paid media?
Affiliates reach audiences your own media doesn't: comparison sites, review and content publishers, tipsters, communities and creators who already have the trust of the people you want. On a CPA, revenue-share or hybrid deal, you pay for outcomes rather than impressions.
That makes partnerships one of the few channels that can scale without your blended CPA rising. But only if the commercials, quality controls and tracking are right. Most programmes that fail leak margin through overpaid CPAs, incentivised traffic or fraud long before anyone notices.
Commercial models that protect margin
CPA, revenue share and hybrid deals, priced against real player or customer value and adjusted as each partner proves their quality.
Partner recruitment and vetting
The right publishers for your markets and licences, with compliance checks before a single link goes live.
Quality and fraud control
Qualification rules, clawback windows, and monitoring for bonus abuse, multi-accounting and incentivised traffic.
Tracking and reporting
Clean postbacks, partner-level cohorts and reporting on value delivered, not just sign-ups or FTD counts.
What makes iGaming affiliation different?
In regulated gambling, operators are responsible for their affiliates' compliance. In the UK, licensees answer for third parties under the Gambling Commission's rules, and Brazil's regulated market makes operators liable for affiliates and influencers. Partner selection, creative approval and monitoring are part of the licence, not optional extras. We run programmes with that in mind, and we've built our own affiliate properties, so we understand both sides of the deal.
Partnerships insights & guides
iGaming Affiliate Benchmarks 2026: CPA, Revenue Share, FTD Conversion and ROAS
iGaming affiliate benchmarks for 2026: CPA per FTD by market, revenue-share and hybrid ranges, click-to-FTD conversion, LTV:CPA targets, and the regulation reshaping the numbers.
Inside Grand National Offers: Building an Owned Audience for a Seasonal Event
How That’s It Media built Grand National Offers — an independent, SEO-first content property that captures high-intent seasonal demand as a durable first-party audience.
Partnerships FAQs
What is an affiliate partnership programme?
A programme where independent partners, such as publishers, comparison sites and creators, promote your brand and are paid for the results they drive, usually per acquisition (CPA), as a revenue share, or a hybrid of both.
CPA, revenue share or hybrid: which affiliate deal is best?
It depends on how predictable your customer value is and how much risk you want to share. CPA gives cost certainty, revenue share aligns the partner with long-term value, and hybrid deals combine a lower CPA with a smaller share. Hybrid deals now make up a growing share of new iGaming contracts.
How do you prevent affiliate fraud?
With clear qualification rules (minimum deposits or activity), clawback windows, partner-level cohort monitoring, and checks for bonus abuse, multi-accounting and incentivised traffic, plus starting new partners on terms that reward proven quality.
Are operators responsible for what their affiliates do?
In most regulated gambling markets, yes. UK licensees are responsible for third parties acting on their behalf, and Brazil's rules make operators liable for affiliates and influencers. Partner vetting and creative approval are part of compliance.