CPA vs. RevShare: what to choose to maximise profits in iGaming

CPA and RevShare are considered the two main remuneration schemes for attracting users in traffic arbitrage. The models differ in terms of payment structure, speed of receiving money, and long-term prospects. And the question, ‘Which one should I choose?’ is not so simple. There is no universal answer – it all depends on the product, niche, traffic quality, and the arbitrageur's personal strategy. In this article, we will examine the differences between the models, the pros and cons behind the attractive figures in the offers, and the situations in which each of them can truly generate maximum revenue.

What is CPA

CPA (Cost Per Action) is a payment model in arbitrage, where the webmaster receives a fixed amount for a specific action performed by the user. In gambling and betting, this is most often registration and making the first deposit (FTD).

CPA is a quick way to monetise traffic. You bring in a user, they perform the desired action, and the affiliate programme pays a fixed amount. The payment does not depend on how long-term the customer turns out to be or how much money they will bring to the project in the future.

The most important aspect of the CPA model is the fulfilment of the advertiser's KPIs (key performance indicators). The advertiser can set conditions in advance that players must fulfil after completing the target action. For example, after the first deposit, all attracted users are required to make a second deposit within two reporting periods. To understand whether the traffic meets the KPI, a test cap is used – a certain volume of attracted audience, after which the webmaster is required to stop the flow and wait for the leads to be verified by the offer representative.

The main advantages of the CPA model:

1. Fast payment. You sent traffic – you got money for the target actions. This allows you to quickly form a budget for reinvestment.
2. Relative transparency. If there is a first deposit, there is a payment. No first deposit, no payment. Although test caps and KPIs can complicate the situation.
3. Simple ROI calculation. After a certain amount of traffic, it is immediately clear whether the link is working in the black or in the red.
4. More manoeuvrability. Since the result is visible quickly, less money is wasted on unprofitable partnerships.
5. More leverage. The first deposit is often an impulsive decision. It is more strongly influenced by the traffic source, the quality of creatives, the approach, and other parameters that the arbitrageur can actually influence.
   

The main disadvantages of the CPA model:

1. Short-term income. Stop advertising and payments stop coming in.
2. The need to pass KPI. After the test cap, you need to stop the flood and wait for verification. At this stage, the advertiser may cut some of the leads.
3. Factors during verification that the arbitrageur cannot influence. Whether the traffic passes KPI or not depends on the casino's internal processes: gameplay, pushes, retention mechanics.

CPA example

Let's imagine a classic situation in gambling: an affiliate offers a CPA of $100 for FTD (first deposit). Conditions: the user must register and deposit at least $20 into their account.

You launch a campaign and attract 15 players who meet the conditions. The calculation is simple: 15 players × £100 = £1,500 in payments.

The further activity of these players is no longer your headache. Even if someone made a deposit once and disappeared, you still received your amount.

What is RevShare

RevShare (Revenue Share) is a model in which the webmaster receives a percentage of the net profit that the player brings to the casino throughout their activity. Simply put: you bring in a user, they play, make deposits, lose, generate turnover – and a portion of the income is regularly paid to you.

Unlike CPA, where you receive a one-time payment for FTD, RevShare turns every active player into a long-term source of income. Earnings can continue for months as long as the person continues to make deposits and play.

Affiliates usually offer 20% RevShare, but the rate can increase depending on the quality of traffic, retention rate, and consistency of results. With high-end brands, the percentage can grow gradually: the more players you bring in and the better they perform, the higher your share will be.

Advantages of RevShare:

1. Long-term income. RevShare is a long-distance story. One successful player can bring in payments for months, and sometimes years.
2. No KPIs or stops. Unlike CPA, there are no test caps or verification expectations. Connect to the offer and you can immediately start driving traffic without any pauses. The only thing that matters to the advertiser is that the player regularly replenishes their account and remains active.
3. Income growth along with traffic quality. If you bring in a solvent audience with good retention, your income will grow in proportion to their activity. This snowball effect makes RevShare profitable for those who know how to work with content, applications, or long funnels.
   

Disadvantages of RevShare:

1. The result is not immediately clear. It can take months to see the real ROI. Sometimes it takes six months or more. Until then, it is difficult to understand whether the investment will pay off. This makes the model resource-intensive: you need either your own free traffic source or a solid budget that can withstand a long test.
2. Limited influence on income. Your earnings largely depend on how well the advertiser can retain players: what bonuses they offer, what promotions they send out, how interesting the gameplay is. Repeat deposits, refunds and engagement are all the responsibility of the casino, not the webmaster.
3. Risks of ‘negative’ income. If players win too much, your share may become negative. This is a normal feature of RevShare mechanics, but it can be unpleasant if traffic is low or unstable.
4. Unpredictability in the long run. Affiliate programmes can change terms, close offers, merge or reset player bases. Any change in the advertiser's policy affects your payments. And until the RevShare pays off your investment, anything can happen.

RevShare example

Let's say an affiliate programme offers you 40% RevShare. You bring in a player who makes a £100 deposit, starts playing actively and generates £300 NGR (Net Gaming Revenue) in a week – this is the casino's net profit after all write-offs.

Now let's calculate: £300 NGR × 40% = £120 of your income.

But the most interesting part comes next. If this player continues to play tomorrow, returns in a week, makes new deposits and generates turnover, you will receive a percentage each time. And without any additional traffic.

This is the power of RevShare: one high-quality player can bring you tens or hundreds of pounds a month, and a few dozen good players can turn into a steady stream of money that is not directly linked to your daily advertising expenses.

Key differences between CPA and RevShare

Criteria	CPA	RevShare
When payment is made	Almost immediately after the player's target action	Gradually, as the player becomes active and makes deposits
Payment type	Fixed amount per action	Percentage of the revenue generated by the player
Predictability of profit	Easy to calculate return on investment	Depends on the long-term activity of players
Availability of KPIs/holds/caps	Often, there are KPIs, holds, basic requirements	Usually, there are no KPIs or caps, traffic can be poured without restrictions
Risks	Minimal, the result is known in advance	Dependence on player behaviour and affiliate conditions
Earning potential	Limited by the size of the fixed payment	Can be very high if the player is active
Payback	Fast, almost instantaneous	Long, can take months
Who it is suitable for	For those who want stability and fast payments	For those who are building a long-term strategy and are willing to wait

Which model to choose: CPA or RevShare

RevShare or CPA, which is better? The question should be phrased as follows: which model is best suited to your strategy, budget, traffic source, and working style? Both schemes are effective, and the difference lies mainly in the payment terms.

If you are pouring paid traffic, working through advertising purchases, used to quickly calculate ROI and make decisions, then CPA is your choice. This model provides instant feedback: it is clear what works and what does not, you can quickly scale up or stop just as quickly. For teams with expenses for creatives, buyers, programmers, or anti-detection infrastructure, CPA is a safe and predictable option where long waits are simply unprofitable.

RevShare is a completely different philosophy. It's a story about the long haul, about ‘growing’ players and creating passive cash flow. If you have a website, Telegram channel, content resource, or any other source of loyal audience, RevShare will allow you to turn even small traffic into a stable monthly income. The same applies to those who know how to get free or conditionally free traffic – in such conditions,

RevShare reveals its full potential. But launching expensive advertising campaigns exclusively for RevShare is almost always a losing strategy. Income is generated slowly, and the return on investment may come in six months or later.

Additional factors when choosing an affiliate programme

You can work in two directions at once: CPA and RevShare. This is a commonplace risk diversification, but it really saves the day. Imagine: another Google update has been released, and your SEO traffic has gone up in smoke. If you only had RevShare sources, your income could drop to zero. But CPA from Facebook or other sources will continue to bring in money. And vice versa: when social networks are in turmoil, your ‘long-term’ players on RevShare continue to generate profits. Dividing traffic between models allows you to feel much more confident in any turbulence.

And most importantly, always check the terms and conditions with your manager in detail. Don't be lazy to ask literally everything: how long players live, what indicators are considered normal, how RevShare is calculated, whether the terms change with an increase in volume or activity. RevShare is difficult to predict at the start, and the first few months are often in the red – this is a normal stage. But to avoid unpleasant surprises, it is better to discuss all controversial issues in advance. This saves nerves, money and time.