iGaming Glossary for Affiliate Managers

iGaming is the umbrella term for all forms of online gambling. It covers online casinos, sports betting, poker rooms, bingo, lottery, and fantasy sports when played for real money over the internet. The industry has experienced explosive growth over the past decade, driven by mobile adoption, regulatory expansion, and the rise of live streaming as a customer acquisition channel.

For affiliate managers, understanding the iGaming ecosystem is essential because the industry operates under strict regulatory frameworks that vary by jurisdiction. Marketing strategies that work in one market may be prohibited in another. This glossary provides the foundational vocabulary you need to navigate partnership negotiations, evaluate streamer performance, and communicate effectively with operators and stakeholders.

The intersection of iGaming and live streaming has created an entirely new marketing vertical. Casino streamers on platforms like Kick and Twitch attract audiences that are pre-qualified for gambling products, making streamer sponsorships one of the most efficient acquisition channels in the industry. However, measuring the true value of these partnerships requires specialized metrics like viewer-hours, gambling confidence, and engagement scoring, all of which are defined above.