Case study
SP Affiliate
iGaming link-in-bio tool
Project summary
SP Affiliate was created to solve the challenge of managing influencer-driven iGaming affiliation at scale while maintaining control and compliance.
I designed a self-serve, link-in-bio-style platform that balances influencer customisation with company-approved links and built-in performance tracking. The result is a scalable, low-effort solution that empowers creators while giving the business full visibility and control.
Background
SP Affiliate is a customisable link-in-bio tool inspired by Linktree. It supports iGaming influencers with a central page for promoting approved affiliate links.
The initiative was designed to scale affiliation with minimal operational effort while maintaining control, compliance, and performance tracking.
SP Affiliate profile pages across desktop, tablet, and mobile show brand-aligned theme variations.
Challenge
Affiliation in iGaming can be fragmented, inconsistent, and risky without proper auditing. Smaller influencers often lack the right tools, while larger partners need more tailored solutions.
The platform needed to provide:
- A controlled but flexible system for influencers.
- A way to audit links and content without micromanaging.
- Smart incentives that keep top performers engaged and growing.
Approach
I reviewed common challenges in affiliate programmes, how comparable platforms address them, and internal data on influencer behaviour and needs.
The research showed that influencers want control over how their profiles look, while the business needs to govern promoted links and understand performance. Familiar link-in-bio patterns would also make onboarding faster and reduce the learning curve.
These findings informed the core design decisions:
- Onboarding: The company approves sports influencers before they can get started.
- Customisation: The interface follows familiar link-in-bio conventions, with one fixed top link and flexibility across the remaining links.
- Analytics: A dedicated Data section gives influencers direct access to their performance.
- Compliance: An audit system makes sure only approved links can go live.
- Growth: Partners can progress from basic CPA deals to premium VIP media partnerships based on performance.
Link management and sharing
Creators can view, reorder, and add custom URLs within a maximum of ten links. Profile sharing includes a unique QR code and downloadable assets, making it easier to direct audiences to the approved profile.
Profile customisation
Influencers can personalise their profile name, description, social icons, theme, fonts, colours, buttons, and backgrounds without changing the approved link structure.
Performance feedback
The Data section combines link-level and lifetime analytics. Creators can review clicks, click-through rate, NDCs, referrers, and the performance of bookmaker, personal, and social links over selected time periods.
Impact
Early testing showed strong potential for this approach:
- High ROI potential: The model requires minimal operational effort and can scale across a large influencer network.
- Stronger compliance control: Built-in auditing ensures only approved links are used, helping the business remain within regulations.
- Self-serve support for smaller creators: Influencers can set up and manage profiles without ongoing manual support.
- Real-time performance feedback: Immediate insights help creators adjust and optimise their promotions.
Next steps
The next phase will introduce awards and achievement badges based on total clicks and NDCs, adding another layer of motivation for influencers.
Advanced customisation options will also be unlocked for high-performing partners, giving them greater control and recognition on their SP Affiliate pages.
