What Are Affordability Checks for Gambling and How Do They Affect Your Program?

Affordability checks are a hot topic in the gambling industry—especially in markets like the UK, where regulators are increasingly pushing for stricter player protection measures. 

These checks are designed to ensure that players can actually afford their gambling activity—without experiencing financial harm. For affiliates and gambling operators, understanding affordability checks is very important as they directly impact player conversions, retention, and overall program profitability.

This article will break down what affordability checks are, why they matter, and how they affect gambling affiliate programs.

What are affordability checks in gambling?

Affordability checks are, essentially, financial assessments that gambling operators conduct to determine whether a player can afford their level of gambling without financial distress. These checks are part of broader responsible gambling initiatives and regulatory efforts to prevent gambling-related harm.

In the UK, the Gambling Commission has been leading the charge on affordability checks, particularly as part of its Gambling Act Review. The focus is on ensuring that players are not spending beyond their means, particularly those who may be vulnerable to problem gambling.

How do affordability checks work?

Affordability checks can vary in intensity, depending on the player’s gambling behaviour and spending patterns. The process typically involves:

1. Soft Checks: Operators use publicly available data (such as credit reference agencies) to determine whether a player’s spending matches their financial situation. These checks are usually invisible to the player and do not impact their credit score.
2. Customer Due Diligence: If a player exhibits risky gambling patterns (e.g., sudden large deposits or increased losses), operators may request more detailed financial information, such as payslips, bank statements, or tax records.
3. Enhanced Checks: High-spending players may need to undergo more thorough financial assessments, especially if their gambling activity appears to be unsustainable. These checks could involve direct verification of income and wealth.

While affordability checks are primarily focused on player protection, they have also raised concerns regarding privacy, user experience, and the potential impact on revenue streams.

Why are affordability checks being implemented?

The primary reason behind affordability checks is to reduce gambling-related harm and protect vulnerable players. Problem gambling can lead to severe financial, emotional, and mental health issues, and regulators are increasingly prioritising measures to prevent excessive gambling.

Other key drivers of affordability checks include:

• Regulatory Compliance: In the UK, the Gambling Commission has made affordability checks a central part of its efforts to enforce responsible gambling measures. Failure to comply can result in significant fines or licence suspensions for operators.
• Social Responsibility: Operators have a duty to ensure that their services are not causing financial hardship. Affordability checks help identify players who may need intervention before gambling becomes a serious problem.
• Public and Political Pressure: With increasing scrutiny on gambling harm, affordability checks are seen as a way to balance player freedom with consumer protection.

How do affordability checks impact gambling affiliate programs?

Affordability checks have significant implications for affiliate marketing in the gambling sector. Since affiliates rely on player acquisition and retention, any regulatory measure that affects the ease of player sign-ups or deposits will have a knock-on effect on affiliate earnings.

1. Lower conversion rates

One of the biggest concerns for affiliates is the potential drop in conversion rates. When affordability checks require players to submit financial documents, some may opt out rather than go through the hassle. This can result in:

• Higher abandonment rates: Players might stop their registration or deposit process if they are asked to verify income.
• Reduced first-time deposits (FTDs): New players may be reluctant to deposit if they feel their financial data is being scrutinised.
• Lower lifetime value (LTV): If high-value players are subject to affordability checks, they may reduce their spending or leave the platform altogether.

2. Changes to commission structures

Since affordability checks can limit player spending, revenue share models might be affected. If a player deposits less or stops gambling due to affordability restrictions, affiliates earning a rev share commission could see lower long-term earnings.

Some operators may also adjust CPA (cost per acquisition) rates to account for lower player values. Affiliates working with a CPA model should monitor whether operators update their commission structures in response to affordability check policies.

3. Increased compliance requirements for affiliates

Affiliates promoting gambling brands must ensure their marketing aligns with responsible gambling standards. With affordability checks becoming more prominent, affiliates may face:

• Stricter compliance guidelines from operators: Brands might require affiliates to include affordability messaging in their content.
• Additional player screening expectations: Some operators may introduce policies where affiliates must pre-qualify leads to reduce the risk of high-risk players signing up.
• More restrictive ad policies: Paid advertising platforms, like Google and Meta, could introduce stricter requirements around gambling ads to comply with affordability check regulations.

4. Market shifts and player behaviour changes

As affordability checks become more common, player behaviour is likely to shift. Some trends affiliates should anticipate include:

• More players seeking non-UK licensed sites: Some UK players may opt for offshore casinos with fewer restrictions, but affiliates must be cautious about promoting unregulated operators.
• A rise in crypto casinos: Cryptocurrency-based gambling sites may attract players who want more privacy, though these platforms come with regulatory risks.
• Growth in casual and lower-stakes gambling: With spending restrictions in place, the market may see more casual players rather than high-rollers. Affiliates might need to adjust their content and promotional strategies accordingly.

How can affiliates adapt to affordability checks?

While affordability checks pose challenges, affiliates can take proactive steps to mitigate risks and adapt to the changing landscape.

1. Diversify revenue models

Affiliates relying solely on rev share or CPA deals with high deposit requirements may need to reconsider their strategy. Options to explore include:

• Hybrid commission models to balance short-term CPA earnings with long-term rev share.
• Subscription-based or pay-per-lead models for generating revenue beyond operator commissions.
• Focusing on content monetisation, such as premium guides, paid membership communities, or brand partnerships.

2. Prioritise responsible gambling content

Affiliates who provide responsible gambling content may gain a competitive advantage. Educational content on affordability checks, budgeting strategies, and gambling responsibly can help build trust with both operators and players.

3. Target lower-risk player segments

Affiliates can shift their focus to casual players, who are less likely to trigger affordability checks. This could involve promoting:

• Lower-stakes betting platforms with affordable deposit limits.
• Social and free-to-play casinos that offer entertainment without real-money gambling.
• Budget-conscious gambling strategies, such as bankroll management tips.

4. Stay updated on regulatory changes

Since affordability checks are an evolving policy area, affiliates must keep an eye on Gambling Commission updates, industry news, and operator policy changes. Staying informed will help affiliates adjust their strategies before major shifts occur.

Conclusion

Affordability checks are, undoubtedly, transforming the gambling landscape—and while regulators may mean well with them, there’s no denying that they have negatively impacted affiliates.

If you run an affiliate program, it’s vital you stay up-to-date with trends like affordability checks—and one of the best ways to stay ahead is to take Affiverse’s Affiliate Management Course And Training (AMPP) program. 

Learn how AMPP can help your program here