When enterprise level iGaming operators scale across multiple brands and manage dedicated affiliate programs, they face a recurring strategic crossroads: build a proprietary tracking and affiliate management platform in house, or adopt a ready made solution. For operators with deep budgets, internal software engineering teams, and explicit technical specs, an in house build often looks like the natural choice.
However, teams that price out the long term overhead frequently pivot toward specialized third party products. A comprehensive case study featuring GB Partners, an established multi brand operator with its own affiliate network, sheds light on why they evaluated an internal build and ultimately chose Alanbase.
The Hidden Costs of In House Maintenance
While shipping an initial version of an in house tracking platform is primarily a budget and engineering milestone, maintaining it is an entirely different operational hurdle. As George from GB Partners notes, an affiliate platform requires constant evolution rather than a one time build:
“An in house build sounds great until you price the maintenance: it’s never ‘build it and forget it’, it’s constant rework. Alanbase covers that as a product that keeps evolving, with a team that actually listens to requests.”
For modern iGaming platforms, managing changing payout models, expanding across new GEOs, integrating robust anti fraud filters, and processing continuous technical updates means internal teams spend years patching code. Operators frequently underestimate these long term maintenance costs by multiples.
Streamlining Daily Operations and Real Time Analytics
For Karina and the partner operations team at GB Partners, the platform serves as the central operational hub where every workday begins. The team utilizes Alanbase to monitor conversions, track daily stats, analyze offer performance, and execute payouts seamlessly.
The most tangible advantage delivered by the platform is real time data visibility:
“The key one for us is real time tracking of stats, conversions and partner performance. It lets us react to changes faster, make decisions on live data and skip manual reconciliation. The whole team moves faster as a result.”
By eliminating manual spreadsheet reconciliation, the team saves countless operational hours. Furthermore, instead of discovering performance anomalies or conversion dips weeks later during end of month reconciliations, the system allows teams to identify and address issues on the exact same day they occur.
Automating Financial Periods and Complex Payout Schemes
For large multi brand operators, managing complex commission structures—such as multi brand RevShare, Net Gaming Revenue (NGR) calculations with deductions, hybrid models, and bespoke partner terms—is a notorious pain point.
By centralizing these calculations within Alanbase, closing a reporting period has been cut down from days of manual Excel reconciliation and internal disputes to just a few hours. Automated payout accuracy directly impacts partner trust, creating a predictable and reliable framework that encourages affiliates to scale traffic with confidence.
Enhancing Partner Transparency and Trust
Transparency plays a vital role in affiliate retention. Through the integrated dashboard, partners can independently access live stats, conversion tracking, and accruals at any moment without needing to manually request reports from account managers.
This transparency fosters long term relationships. Predictability eliminates friction, ensuring that affiliates spend less time chasing data and more time optimizing campaigns.
Collaborative Growth and Dedicated Support
Beyond core software features, enterprise partnerships rely heavily on responsiveness and collaborative development. GB Partners highlighted the active communication channel and rapid deployment of customized product updates tailored to their specific operational workflows:
“Reaction speed is high, there’s a constant live line in the chat. There are regular cases where Alanbase builds something around our requests and processes… It feels like we’re one team.”
When asked what advice they would offer to other large scale operators deliberating between a custom build and a dedicated platform, George kept it straightforward: “Get Alanbase and sleep well.”
