22BET PARTNERS

What 22BET PARTNERS does

22Bet Partners is a Cyprus-headquartered affiliate marketing program, founded in 2017, that operates the affiliate channel for a portfolio of in-house online casino and sports betting brands. The company recruits digital marketers, content publishers, and website operators (including review and comparison sites such as AyakaCasinos, BestOnlineCasino.com, Online-Gambling.com, LiveGoalz, CasinoAudits.com, TheCasinoDaddy.com, Gambledin.com, and Crypto-Vegas.io) to drive traffic to its owned brands across 80+ GEOs with localization in 75 languages and 400+ payment methods. The program operates under a Curacao gaming license and serves a horizontal mix of SMB and mid-market affiliates globally.

The underlying technology is an affiliate tracking platform with first-party attribution, cookie-based tracking (with a default 30-day window), a real-time analytics dashboard, and server-to-server (S2S) postback tracking available on request. Affiliates register through a self-serve portal advertised as a 30-second signup and are supported post-approval by dedicated affiliate managers, with the entire interface available in twelve languages including Japanese, Portuguese, Spanish, Italian, Albanian, Romanian, Hungarian, French, Armenian, German, English, and Russian.

Revenue is generated from share-of-net-gaming-revenue on referred players rather than from affiliate fees. The program pays commissions to affiliates under four structures: RevShare (up to 50% lifetime), CPA (up to EUR 800 per acquisition), Hybrid combinations of both, and Special Deals with individually negotiated terms. The monetizable inventory is the company's six in-house brands—22Bet (flagship sportsbook and casino), BetLabel, Azur, 22Casino, SafeCasino, and KoiFortune—plus additional sub-brands 20Bet and 20Casino, allowing affiliates to match brand to market (e.g., KoiFortune with full JPY support for Japan). The company has accumulated nine industry/trade awards between 2023 and 2026, primarily from SiGMA across regional and global sportsbook, casino, and E-sport categories.

Name

22BET PARTNERS

Legal name

22Bet Partners

Website

https://22betaffiliate.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

22Bet Partners is a Cyprus-based iGaming affiliate program, founded in 2017, that recruits and manages digital marketers promoting its six in-house online casino and sportsbook brands (22Bet, BetLabel, 22Casino, Azur, SafeCasino, KoiFortune) across 80+ countries under RevShare, CPA, and Hybrid commission structures.

Ownership category

akta.pro rank

Product category

iGaming Affiliate Marketing

akta.pro primary industry

Mobile/App Install & CPA Networks for Betting (MPAEAMAJ)

akta.pro secondary industries

Sportsbook Affiliate & Comparison Sites (MPAEAMAA), Bonus/Promo Code & Deal Aggregators (Betting) (MPAEAMAD)

Keywords

• IGaming affiliate program
• Casino affiliate network
• Sports betting affiliates
• Revenue share commissions
• Affiliate tracking platform

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Affiliate Commission Revenue: 22Bet Partners earns revenue by driving traffic to its casino and sports betting brands. The company shares revenue with affiliates through multiple commission models: RevShare (up to 50% lifetime revenue share), CPA (up to 800 EUR per acquisition), and Hybrid plans combining both. The company also earns from Special Deals with negotiable terms.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

22Bet Partners operates an affiliate program for its portfolio of in-house casino and sports betting brands (22Bet, BetLabel, 22Casino, Azur, SafeCasino, KoiFortune). Affiliates earn commissions through RevShare (up to 50% lifetime), CPA (up to €800), Hybrid, or Special Deal commission models. The program supports 80+ GEOs, 75 languages, and 400+ payment methods, providing real-time analytics, geo-targeted promotional tools, and dedicated affiliate account management under a Curacao license since 2017.

Product overview

22Bet Partners operates as an affiliate program for casino and sports betting brands, offering CPA, RevShare (up to 50%), and Hybrid commission models. The portfolio consists of six in-house brands: 22Bet (flagship sportsbook and online casino), BetLabel, Azur, 22Casino, SafeCasino, and KoiFortune. The program provides affiliates with real-time analytics, geo-targeted promotional tools, dedicated account management, and flexible terms across 80+ GEOs and 75 languages.

Differentiator

Problem solved

Functional benefit

Brands

• 22Bet: Online sportsbook and casino platform with live betting options, slots, table games, and live dealer titles from top developers.
• BetLabel
• 20Bet
• 22Casino
• 20Casino
• KoiFortune
• SafeCasino

Products and services

• 22Bet Partners Affiliate Program A commission-based partnership program enabling website owners, content creators, and digital marketers to earn income by promoting 22Bet Partners' in-house iGaming brands. Offers RevShare (up to 50% lifetime), CPA (up to €800), Hybrid, and Special Deal models with a 30-second signup, dedicated affiliate managers, real-time analytics, and multi-lingual support.
• 22Bet Flagship online sportsbook and casino brand featuring flexible betting options, live betting, slots, table games, and live dealer titles from top developers, with dozens of supported payment methods and welcome bonuses starting from $1. Licensed under Curacao.
• BetLabel Online sports betting and casino brand offering betting options and casino gaming experiences, featured in affiliate testimonials as a high-converting brand for markets including Czech Republic and Ireland.
• 22Casino Dedicated online casino brand offering casino gaming experiences, promoted alongside other brands for affiliates targeting casino-focused audiences.
• Azur Online casino brand within the 22Bet Partners portfolio available for affiliate promotion.
• SafeCasino Casino brand with crypto support, positioned as a reliable operator in the iGaming affiliate market.
• KoiFortune All-in-one casino and sports betting platform with full JPY support, Japanese-language interface, VIP program, and exclusive bonuses (up to 405,000 JPY welcome offer and 30 free spins no-deposit bonus), targeting Japanese players.

Quantifiable outcome

• Affiliates can earn up to 50% lifetime revenue share on referred players
• +2 more outcomes

Named customers10 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• 22BetcoreOEM/ Whitelabel/ Licensing PartnerPrimary in-house brand operated under the 22Bet Partners affiliate program. 22Bet is a well-known online betting platform valued for flexible features, live betting options, and welcome bonus starting from $1. The brand includes both sportsbook and fully-equipped online casino with slots, table games, and live dealer titles from top developers. Licensed under Curacao.
• BetLabelcoreOEM/ Whitelabel/ Licensing PartnerIn-house casino and sports betting brand promoted through the 22Bet Partners affiliate program. Featured alongside 22Bet in affiliate testimonials as a high-converting brand for various markets including Czech Republic and Ireland.
• 22CasinocoreOEM/ Whitelabel/ Licensing PartnerIn-house casino brand under the 22Bet Partners network, promoted alongside other brands for affiliates targeting casino-focused audiences.
• KoiFortunecoreOEM/ Whitelabel/ Licensing PartnerIn-house brand targeting the Japanese market with full JPY support, Japanese-language interface, and VIP program. Offers exclusive 30 free spins no-deposit bonus and welcome offer up to 405,000 JPY. Part of 22Bet Partners' geo-targeted brand strategy.
• SafeCasinominorOEM/ Whitelabel/ Licensing PartnerOne of the in-house casino brands available for affiliates to promote through the 22Bet Partners program.
• AzurminorOEM/ Whitelabel/ Licensing PartnerIn-house casino brand available for affiliate promotion through the 22Bet Partners network.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• LeoVegas Partners: In-house affiliate program for LeoVegas Group's sportsbook and casino brands. Comparable multi-model affiliate offering (RevShare, CPA, Hybrid) targeting affiliates across multiple European GEOs, with stronger regulatory licensing footprint (MGA, UKGC, SE, DK).
• Commission Kings: Affiliate management agency and network serving US-facing iGaming operators and affiliates. Comparable affiliate-network operating model offering multiple commission structures, though geographically focused on regulated US states.
• Kindred Affiliates (Unibet): Affiliate program operated by Kindred Group across Unibet, Maria Casino, and other in-house brands. Comparable multi-brand in-house affiliate network with strong regulated-market licensing (MGA, UKGC, multiple EU jurisdictions).
• Betsson Group Affiliates: In-house affiliate program for Betsson's portfolio of sportsbook and casino brands (Betsson, Betsafe, NordicBet, CasinoEuro). Comparable as an operator-owned multi-brand affiliate program offering RevShare and CPA across regulated European markets.
• Royal Partners (Kindred Group): iGaming affiliate network representing multiple operator brands under Kindred Group. Directly comparable multi-brand affiliate program structure, though focused more on casino verticals.
• WebPartners (Betway): In-house affiliate program for Betway and Super Group brands. Comparable operator-owned affiliate program with RevShare/CPA structures and multi-GEO coverage, though with stronger regulated-market licensing.

Broad incumbents

• Gambling.com Group: Public-listed (Nasdaq) performance-marketing company focused on online gambling, operating flagship affiliate sites delivering player acquisition to sportsbook and casino operators. Comparable as an iGaming affiliate business targeting similar GEOs, with stronger brand recognition in English-speaking regulated markets.
• Better Collective: Public-listed (STO) iGaming affiliate media group operating sports and casino affiliate networks globally. Directly comparable as a multi-brand affiliate program targeting sports betting and casino traffic across multiple GEOs, but with substantially greater scale, M&A firepower, and regulated-market licensing.
• Catena Media: Public-listed iGaming affiliate network offering commission-based casino and sportsbook affiliate programs across multiple jurisdictions. Comparable operating model (affiliate network monetizing operator brands) but with public financial disclosure and broader regulated-market presence.

Others

• Income Access (Pooplay): Affiliate software platform (SaaS) providing tracking, reporting, and affiliate management technology to iGaming operators. Comparable at the technology-stack level - Income Access supplies the kind of affiliate tracking infrastructure that 22Bet Partners operates internally.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/22bet
• Instagraminstagram.com/22bet_affiliates

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 22BET PARTNERS