We spoke with Bohdan, Head of Affiliates at Big Betty Partners, to break down how teams build partner relationships in practice, how traffic sources perform, and which metrics define revenue today.

“Analyzing the data, we’ve seen Reg2Dep reach up to 70%. This has become a benchmark for our partners and a clear indicator of how well brands perform within our marketing portfolio.”
Bohdan, Head of Affiliates at Big Betty Partners

Bohdan, how do you build relationships with partners, and what really makes them last?

Consistent earnings build strong partnerships, not communication alone. A partner stays where the results are predictable and where the numbers make sense over time.

At Big Betty, we do not apply standard setups. Each partner has a different traffic mix, GEOs, and scaling goals. We analyze this first and then build conditions around it. The same approach applies to optimization. We test funnels, adjust landing pages, and scale only what proves its performance with data.

As soon as a partner starts earning more with you than elsewhere, the relationship becomes long-term without any extra effort.

Two factors consistently define the quality of these relationships. The first is timely payouts, because cash flow directly affects how partners reinvest and scale. The second is product performance, because even the best traffic will not sustain results if the product does not convert.

What performance numbers are you currently seeing, and what can partners realistically expect?

Click-to-Deposit can reach up to 30 percent, but this metric alone is no longer sufficient to evaluate performance. It only becomes meaningful when analyzed together with the conversion from registration to deposit and long-term retention.

When these metrics are combined, the economics of traffic become much clearer, especially when comparing different sources.

How does PPC perform in Tier-1 markets today?

PPC remains one of the most dynamic and demanding channels. CPA typically ranges from 300 to 700 euros for high-quality traffic, while Reg2Dep can reach between 40 and 70 percent.

At the upper end of this range, PPC begins to compete with SEO not only on speed but also on total revenue over time.

When PPC reaches 60 to 70 percent Reg2Dep, you are no longer just buying traffic. You are effectively acquiring long-term value.

Performance in this channel depends heavily on traffic quality and funnel structure. The same budget can deliver completely different outcomes depending on targeting precision and user journey design.

What about Facebook and ASO traffic?

These sources deliver more predictable performance and allow teams to scale volume in a controlled way. CPA is generally lower, between 100 and 250 euros, while Reg2Dep remains stable within the 30 to 50 percent range.

Mobile-first user experience and precise targeting contribute to smoother conversion flows and more consistent results.

This is not always the highest-margin traffic, but it is one of the most stable for scaling without breaking the economics.

Because of that stability, teams use these channels to build volume on top of already proven funnels.

How does SEO compare to paid traffic in terms of performance?

Evaluate SEO on a different timeline. CPA can vary widely, from 100 to 600 euros, but acquisition cost is not the primary advantage here.

The strength of SEO lies in long-term value. Users tend to have higher intent, and retention is typically stronger, leading to longer lifecycle revenue. Reg2Dep can reach the same 40 to 70 percent range as PPC, but the key difference appears after the initial deposit.

SEO does not deliver instant spikes. It builds momentum and continues generating revenue over time.

This makes it one of the most reliable sources for sustained growth, especially for partners focused on long-term profitability.

How should partners approach in-app traffic?

In-app traffic follows a different logic compared to other sources. Reg2Dep usually falls between 15 and 30 percent, but conversion is not the primary factor determining success here.

Retention plays the central role.

In-app traffic is not about how quickly users convert. It is about how long they stay and how consistently they generate revenue.

When supported by a strong product and a well-optimized funnel, this traffic can produce stable long-term returns. However, it is also more sensitive to product quality and user experience than other channels.

What ultimately defines partner revenue today?

Revenue is no longer defined by traffic volume alone or by CPA in isolation, especially for partners working on RevShare or Hybrid models. In these cases, what happens after the first deposit directly impacts total revenue.

Two partners can acquire users at similar costs, but their total revenue will differ significantly under RevShare or Hybrid models due to differences in retention and player behavior after the first deposit.

Traffic quality, user behavior, and lifecycle performance determine whether a campaign scales or plateaus.

What helps retain partners over the long term?

Partners stay when they have visibility and control over their results. Clear analytics, flexible deal structures, and continuous optimization create an environment where performance can be predicted and improved.

We focus on providing a dedicated manager, adapting conditions to each traffic source, and maintaining full transparency in reporting.

If a partner cannot clearly see how their traffic performs, they will not stay. Transparency is not a feature; it is a requirement.

How does your product portfolio support these results?

Our portfolio includes eight brands across casino and betting verticals, which allows us to adapt to different markets and traffic types.

We match brands to GEOs, user behavior, and acquisition channels, which helps increase conversion rates and maintain consistent performance across campaigns.

The right product in the right setup will always outperform a generic approach, even with the same traffic.

This flexibility also allows us to test faster and scale what works without unnecessary delays.

What can a partner expect when starting with Big Betty?

The process always begins with a detailed analysis of the partner’s traffic. We evaluate the source, volume, and quality, and based on that, we structure a deal that aligns with their business model.

We work with CPA, RevShare, and Hybrid models, selecting the option that provides the most sustainable results for that specific traffic setup.

New partners can receive up to 65 percent RevShare during the first three months. After that, the conditions are adjusted based on actual performance data, allowing both sides to scale on realistic, measurable terms.

“You bring the traffic, we build the structure around it so that it generates consistent revenue.” 

Bohdan, Head of Affiliates at Big Betty Partners

About Big Betty Partners

Big Betty Partners is an affiliate program launched in 2021 that operates across more than 20 regions, with a strong focus on European markets. The portfolio includes eight brands in the casino and betting verticals, supported by flexible cooperation models, including RevShare up to 60 percent, CPA up to 600 euros, and Hybrid structures that combine both approaches. Big Betty Partners has put together a complete guide to iGaming affiliate marketing on its blog — a curated collection of foundational pieces covering onboarding for new affiliates, commission models, GEO strategy, fraud prevention, and scaling. Practitioner perspectives are featured throughout. Explore the full guide now on the Big Betty Partners blog.

About Bohdan

Bohdan is the Head of Affiliates at Big Betty Partners, with over 6 years of industry experience. He focuses on building scalable partner strategies based on data, traffic quality, and long-term performance.