Affiliate Disclosure

How Alterplay earns money, what changes when an operator becomes a commercial partner, and — more importantly — what does not.

By the Alterplay editorial team

The short version.

Alterplay earns affiliate commissions when readers click through to operator websites and register accounts. The prices and bonuses you see are identical to what you would get going to the operator directly — affiliate compensation flows from the operator's marketing budget to Alterplay, not out of your pocket. Affiliate links are flagged on the page they appear. Editorial coverage — including operator profiles, regulatory enforcement notes, and player reports — is unaffected by commercial relationships. We do not accept paid placements, sponsored content, paid removals, or any other arrangement that would compromise editorial independence. The full version is below.

What an affiliate relationship actually is.

An affiliate relationship is a tracked referral arrangement between Alterplay and a UK-licensed gambling operator. When you click an outbound link from an Alterplay article to an operator's website, the link contains a tracking parameter that identifies the click as having come from us. If you go on to register an account at that operator and meet the operator's qualifying criteria — usually a first deposit above a minimum threshold — the operator pays Alterplay a commission. The amount, structure, and qualifying criteria vary by operator and by agreement.

The price you pay does not change. The bonus you see on Alterplay is the same bonus the operator publishes on its own homepage. The deposit terms are the same. The wagering requirements are the same. Affiliate compensation flows from the operator's marketing budget to Alterplay; it does not come out of your account in any form, direct or indirect.

This is the standard commercial model for the gambling-affiliate industry. What is not standard — and what we believe should be — is the disclosure side of it. Most affiliate sites bury this in a single paragraph at the foot of a privacy policy. We are publishing it as its own page, in plain English, because the editorial integrity of everything else we do depends on you understanding it.

How Alterplay earns money.

Affiliate commissions are Alterplay's only source of revenue. We do not sell display advertising. We do not run programmatic ads. We do not have a paid subscription tier. We do not sell merchandise, courses, white-label software, data, or mailing-list access. We do not host sponsored content, advertorials, or paid editorial of any description. We do not accept payment for the inclusion of an operator in our research, the prominence given to that operator within an article, or the language used to describe it.

Within the affiliate model itself, we earn through two payout structures, depending on the operator and agreement: cost-per-acquisition, a fixed amount paid for each qualifying registration, and revenue share, a percentage of the operator's net gaming revenue from referred players, paid monthly. Hybrid agreements combining the two also exist. We do not differentiate editorial coverage based on which payout structure an operator uses, because — see Section 6 — we do not differentiate editorial coverage based on commercial relationships at all.

Knowing the incentive structure makes it possible to evaluate the editorial independently. If we hide the commercial model, you have to take our word for the editorial. If we publish it, you can read both and decide for yourself whether the coverage holds up.

Which operators we work with commercially.

Commercial relationships change over time. New agreements are signed; existing agreements end. A list maintained on this page would always be slightly out of date, and the gap between "current" and "what the page says" creates exactly the kind of opacity this disclosure is meant to remove.

Instead, every operator article on Alterplay carries its commercial-relationship status in the article footer. Look for the "Commercial relationship" line at the foot of any operator profile. The status is one of three values: Active commercial relationship — we currently earn affiliate commissions from this operator. No commercial relationship — we do not. Relationship ended on [date] — we previously did but no longer do.

A status change triggers an article update. Where an operator we have written about historically becomes a commercial partner, the article footer is updated to reflect this and the change date is recorded. Where a partnership ends, the footer is updated again. Editorial content above the footer is unchanged either way.

How affiliate links are flagged.

Outbound links from Alterplay to operator websites fall into two categories: affiliate (commercial) and non-affiliate. Both are visually distinguishable on the page.

Affiliate links carry a small marker — an upward-pointing arrow icon followed by the word "Ad" — placed immediately after the link text. Hovering the link reveals a tooltip stating "This is an affiliate link. We may earn a commission if you register an account." On mobile, the marker is visible without any hover interaction. The "Claim Bonus" call-to-action buttons on featured-casino cards are affiliate links by default and carry the marker on the button itself.

Non-affiliate outbound links — to the UKGC register, Companies House, regulator press releases, news outlets, responsible-gambling support services, and any other source we cite — carry no marker. These exist to support claims in the article, not to generate revenue. None of them ever produces commission, regardless of what the reader does after clicking.

Internal links — links from one Alterplay article to another, or to navigation pages like Methodology or Contact — are never affiliate links. They earn nothing and exist only to help you navigate the site.

What the relationship does not change.

Operators do not receive advance copy of articles. Operators do not approve content before publication. Operators have no editorial input. Requests to remove unflattering material are declined as a matter of policy. Requests to correct factual errors are honoured immediately and timestamped at the foot of the affected article — and they are honoured on the same terms regardless of whether the operator submitting the correction is a commercial partner.

A regulatory fine is documented whether or not the operator is a commercial partner. A licence breach is published with the same prominence regardless of commercial relationship. A negative player report is published in the player's own words, attributed to the operator the player named. The "What We Don't Publish" criteria on the about page apply to every operator we cover, partner or otherwise.

Where two operators in the same category have similar regulatory records, the one with the affiliate agreement does not appear higher in our listings than the one without. Editorial ordering follows public-record criteria — licence age, regulatory record, operational scale, and notable enforcement history — not commercial relationships.

None of this changes when an affiliate agreement is signed. None of it would change if every operator we cover became a partner tomorrow.

A regulatory fine is documented whether or not the operator is a commercial partner.

What the relationship does change.

An affiliate relationship gives us a direct contact channel into the operator's compliance and marketing teams. This is operationally useful: when we are fact-checking a claim, we can often get a definitive answer faster than working through public-relations gatekeeping. We use that channel for verification only — never for negotiating coverage.

Operators with whom we have an affiliate relationship typically inform us of product launches, brand migrations, and licence-condition changes earlier than they appear on the public record. We use this information for editorial planning. We do not allow it to alter the substance of coverage, and we do not embargo critical reporting in exchange for early access.

An affiliate relationship also means Alterplay benefits financially when a reader clicks through and registers. That is the model. The disclosure exists so you can weigh that fact against everything else on the page.

Operators we have declined.

We reserve the right to decline affiliate relationships with operators whose practices we cannot reconcile with our editorial standards — including operators with active regulatory enforcement, unresolved player-fund issues, or histories of licence-condition breaches that we do not believe have been adequately addressed.

Operators we have declined or terminated affiliate relationships with continue to receive editorial coverage on the same terms as any other UK-licensed brand. The decision to decline a commercial relationship does not produce more critical coverage; the decision to accept one does not produce less. Editorial ordering and prominence follow the criteria set out in Section 6.

UK regulatory framework.

Alterplay operates within the UK regulatory framework for gambling-affiliate marketing. Three sources govern this.

The Advertising Standards Authority and the CAP code require that all advertising — including affiliate marketing — is obviously identifiable as advertising. Our affiliate-link marker (Section 5) and this disclosure page together meet that requirement. We do not run any affiliate marketing that is not clearly identifiable as such.

The Gambling Commission's Licence Conditions and Codes of Practice, the LCCP, regulate gambling marketing in the UK. Affiliates working with UKGC-licensed operators are bound by the operator's affiliate terms, which incorporate LCCP requirements covering responsible-gambling messaging, age restrictions — all gambling content on Alterplay carries an 18+ marker and a link to BeGambleAware — and prohibitions on misleading promotional language. We do not publish, and have not published, marketing claims that misrepresent operator promotions.

The General Data Protection Regulation and the UK Data Protection Act 2018 govern any personal data we process. Affiliate tracking is covered in detail in Section 10 and in our privacy policy.

Tracking, cookies, and player data.

Affiliate links contain tracking parameters — typically a click ID, a campaign identifier, and a source code — that identify the click as having come from Alterplay. These parameters are set by the operator's affiliate platform; Alterplay does not generate them, store them, or have unilateral control over their content. When you click through, the parameters are passed to the operator and are used by the operator to attribute any subsequent registration or deposit to Alterplay's commission account.

What we receive in return is conversion data: an aggregated record of registrations, deposits, and revenue attributable to clicks from our site. We do not receive — and do not seek — any individual player data. We do not know your name, your account balance, your deposit history, your wagering patterns, or any other personal information about your account at the operator. The operator processes that data under its own privacy policy, which you should review.

Alterplay sets a small number of first-party cookies for analytics and affiliate-attribution purposes. Full detail on cookie types, durations, and your rights to withdraw consent is published in our privacy policy.

If you think our coverage is biased.

Editorial integrity is something you build by being challengeable, not by being unchallenged. If you read an Alterplay article and believe the coverage has been influenced by a commercial relationship — or by anything else that should not be influencing it — we want to hear from you.

Email corrections@alterplay.co.uk with the URL of the article and a brief description of the concern. Be specific: what claim do you think is unsupported, what wording do you think is biased, what omission do you think is material. We will respond within 48 hours, with either a correction (timestamped at the foot of the article) or an explanation of why the editorial decision stands. Both responses are recorded against the article in question.

If you remain dissatisfied with our response, you can escalate the matter to the Advertising Standards Authority. The ASA accepts complaints about UK advertising — including affiliate marketing — that you believe is misleading, unclear, or otherwise non-compliant with the CAP code.

How to get in touch.

For questions about this disclosure or our commercial practices, email partnerships@alterplay.co.uk. For corrections to a specific article, email corrections@alterplay.co.uk. For all other enquiries, see our contact page.

Background on our editorial standards is on the about page. Our research methodology, including the public-record sources we use, is on the methodology page. Our commercial terms and conditions of use are on the terms page.

Last reviewed: May 2026.