Indiana is shaping up to be an active sports betting market with numerous providers vying for business. Naturally, this will foster no small amount of competition and lead to some (if not all) operators launching affiliate programs.
For the unaware, sports betting affiliate programs allow people who run websites or social media accounts to refer customers to licensed betting sites in return for commission payments. Affiliates usually work on either a flat fee per customer model (cost per acquisition or “CPA”) or on a revenue share model in which the affiliate is paid a percentage of the revenue generated by each referral.
Sports betting regulations issued by the Indiana Gaming Commission touch on affiliate marketing and explain that all affiliates must be licensed in order to work with operators on a commission basis.
The good news is Indiana does not have a burdensome affiliate licensing process. Prospective affiliates need only fill out some paperwork, undergo a background check and pay a $500 fee.
Additionally, an IGC representative told attendees of a sports betting conference back in July that Indiana will have two affiliate licensing tiers.
Presumably, this will work similarly to how it’s done in New Jersey and Pennsylvania where affiliates can apply for a simpler license to promote on a CPA basis and a more complex license to promote on a revenue share basis.
As we learn more, we will update this page. We are confident there is room for many affiliates in the Indiana sports betting market, but there is still more to learn as the industry matures.