Definition
A preferred deal is a negotiated, non-public arrangement between an advertiser and a specific affiliate that gives that partner terms the standard programme does not offer - a higher RevShare band, a bespoke CPA, a guaranteed cap, co-funded creatives, early access to new brands, or a shorter hold. It is the advertiser's way of rewarding proven volume and player quality with something better than the published deal, in exchange for the affiliate concentrating traffic on that brand and keeping quality high.
Preferred deals exist because the standard programme terms are set for the average partner and cannot be generous enough to retain the top few percent of affiliates who deliver a disproportionate share of value. Rather than raise rates for everyone, the advertiser negotiates individually with the partners who have earned it.
The terms are usually reviewed quarterly against actual delivery, so a preferred deal is a rolling arrangement contingent on continued performance, not a permanent entitlement.
In context
For the affiliate, the value of a preferred deal is predictability and margin: a guaranteed cap removes the risk of hitting a ceiling mid-scale, a higher rate improves unit economics, and early brand access means less competition on a fresh offer. For the advertiser, the value is locking in a reliable acquisition channel and reducing dependence on a long tail of small, unpredictable partners.
Both sides give something up - the affiliate commits volume and quality, the advertiser commits better terms - which is why these deals are only offered where trust has been established.
Preferred deals are usually the top of a progression. A new affiliate starts on standard terms, demonstrates clean volume and player quality over several months, and is then offered incremental improvements - a shorter hold, then a cap increase, then a rate uplift on volume above a threshold - before a full preferred deal is on the table.
Experienced affiliates negotiate this progression explicitly and treat the offer of a preferred deal as the clearest signal that an advertiser genuinely values their traffic.
Worked example
After a year of steady volume and clean player quality, an affiliate signs a preferred deal at 45% RevShare - up from the standard 38% - with a guaranteed 300-FTD monthly cap and co-funded localised landing pages. The terms are reviewed each quarter against delivery, and the affiliate consolidates most of its casino spend onto that brand as a result.
Frequently asked questions
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