RavenTrack Details Data Accuracy and Retention Focus for Affiliate Revenue Growth
Julian Pitts of RavenTrack outlined omnichannel attribution, data transparency and retention metrics as essential for affiliate optimization. UK Gambling Commission data shows near-equal online and in-person participation with multi-activity overlap. Operators must move from volume-based CPAs to LTV and cohort models to align incentives and reduce misallocated spend.
SCCG Take — Accurate tracking ties directly to 96 percent operator retention in affiliate channels. Retention-based rewards and cohort metrics better match partner incentives to sustainable GGR over one-time acquisitions.
RavenTrack has won SBC’s Affiliate Management Platform of the Year for the second consecutive year. In an interview published by iGaming Future, Julian Pitts, Head of Commercial at RavenTrack, described how operators can refine affiliate strategies around accurate attribution, trust and long-term player value as retail and digital channels converge.
According to the UK Gambling Commission, remote casino, betting and bingo generated £8.3 billion in GGY in 2025/26. Land-based sectors added £4.9 billion. Excluding lottery-only players, 16 percent of adults in Great Britain gambled online in the past four weeks while 17 percent gambled in person. Participants engaged in an average of 3.2 different activities.
Pitts stated this overlap supports fully integrated journeys via single-wallet solutions, location-aware mobile experiences and digital loyalty programmes. Land-based properties, venues and sponsors can act as affiliates through dynamic QR codes, geo-targeted tracking and offline-to-online attribution. Reliable cross-channel tracking enables accurate reward of partners and a unified view of player lifetime value.
Trust Depends on Transparent Data and Reliable Attribution
Complex commission structures, hybrid models and performance bonuses require operators to provide verifiable earnings data. The Affiliate & Partner Marketing Association reported UK brands invested £1.8bn in affiliate and partner marketing in 2025, generating £20.7bn in revenue. RavenTrack data attributes 96 percent of operator retention to data accuracy.
Affiliates seek real-time granular reporting, transparent compliance policies and punctual server-to-server postback attribution. These elements reduce disputes over shaved conversions, untracked activity or delayed reporting. Impact research found 94 percent of brands are experimenting with or planning alternative attribution models.
Retention Metrics Replace Volume as Primary Performance Measure
A 2025 analysis showed around 30 percent of new entrants stop playing after the first quarter while 65 percent stop after a year. Pitts noted first-time deposits alone reveal little about long-term value. Affiliate programmes should shift to dynamic hybrid or tiered structures that reward retention and lifetime value over initial sign-ups.
Operators should track net gaming revenue per cohort, repeat deposit rates, cohort retention curves, churn reports, LTV reports and player activity. This alignment directs budgets toward partners that deliver sustainable returns rather than short-term, churn-prone traffic.
Reporting: iGaming Future
Generated by SCCG’s automated editorial system from published source reporting. SCCG Management holds editorial responsibility.
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