Honoré Gaming adds affiliate marketing tools through its TAP partnership

Honoré Gaming has announced a partnership with The Affiliate Platform (TAP) that will introduce integrated affiliate management software to its sportsbook platform. Announced on 3 November 2026, the agreement is intended to give operators across Honoré Gaming’s network in French-speaking Africa and Latin America access to additional affiliate marketing tools within their existing technology environment.

The integration is designed to reduce the need for operators to move between separate systems when planning, monitoring and evaluating affiliate campaigns. Honoré Gaming has also confirmed that its internal Marketing & Affiliation team will support operators using the service, combining the software with practical assistance on campaign management.

TAP adds affiliate management to the sportsbook platform

TAP is an affiliate management product developed specifically for the iGaming sector. Its tools are designed to help operators organise affiliate relationships, establish commercial terms and review campaign performance. TAP states that its platform is trusted by more than 100 companies, while its product offering includes flexible commission structures, real-time reporting and multi-level affiliate management.

Under the announced integration, operators will be able to work with several commission models, including Cost Per Acquisition (CPA), Revenue Share (RevShare) and hybrid arrangements. These options allow businesses to establish how affiliates are remunerated, whether through a fixed payment for a qualifying acquisition, a share of revenue generated by referred players or a combination of the two.

The software also supports qualification conditions. Operators can define the actions a referred player must complete before a commission becomes payable. Depending on the campaign agreement, this may include making a deposit or demonstrating qualifying activity after registration.

Clearly established qualification requirements can help operators and affiliates understand how conversions are assessed and how payments are reviewed. This is particularly relevant for businesses managing several affiliate relationships across different markets, where commercial agreements and acquisition conditions may vary.

Campaign monitoring is another important component of the integration. Operators will be able to review performance at affiliate and campaign level using tracking and reporting information to compare traffic sources and assess results against agreed targets.

Access to more current performance data may help marketing teams adjust budgets and commercial terms. However, campaign results will continue to depend on traffic quality, market conditions and each operator's own commercial assessment.

TAP also offers multi-level affiliate management and Refer-a-Friend functionality. These tools give operators additional options for organising affiliate networks and extending referrals beyond established media partners.

Local publishers, influencers and existing customers may all form part of an acquisition strategy, subject to the relevant campaign agreements and applicable advertising requirements.

Connecting acquisition with Smartico’s CRM tools

The Honoré Gaming agreement follows the company's May 2026 announcement that it had integrated Smartico‘s CRM automation and gamification technology. TAP and Smartico are sister products within the same wider technology group, creating an opportunity for affiliate acquisition data and customer engagement tools to operate alongside one another.

The connection is intended to link the process of attracting a player with the subsequent customer journey. Affiliate software typically focuses on referrals, registrations, qualifying activity and commission calculation. CRM systems, meanwhile, help operators organise communications, loyalty activities and retention campaigns.

When these functions are connected, operators may be able to move newly acquired players into existing onboarding and engagement processes without relying on disconnected workflows.

For example, a player referred through an affiliate campaign could enter an appropriate welcome or loyalty programme. This could allow marketing teams to coordinate acquisition activities with existing engagement strategies, subject to the operator's data protection obligations and applicable marketing permissions.

The integration does not guarantee improved retention or higher player value. Those outcomes depend on campaign configuration, traffic quality and whether communications are appropriate for each audience and jurisdiction.

Nevertheless, a more connected technology environment may help marketing teams assess the wider customer journey and coordinate acquisition and retention activities more effectively.

Campaign controls and market requirements remain important

Affiliate technology can support more structured marketing operations, but operators still need clear agreements with affiliates, documented qualification rules and a process for reviewing promotional content.

They should also consider how traffic sources are monitored and how potential disagreements over attribution or commission calculations are handled. These processes are important when several affiliates operate under different commercial arrangements.

Requirements can differ significantly between countries. Advertising permissions, licence conditions, age restrictions and responsible gambling obligations should be checked in every market where campaigns are distributed.

Google's policy for gambling and games is one example of a platform-specific framework, setting eligibility and certification requirements for gambling-related advertising in the countries it covers. Such policies should not be treated as a substitute for local legal advice or the applicable requirements of African and Latin American jurisdictions.

Data handling also requires attention because affiliate and CRM systems may process registration, referral and player activity information. The European Commission's GDPR guidance provides a reference for organisations to which EU data protection rules apply, including information about personal data and processing.

Operators should establish which privacy laws apply to their markets and clarify the responsibilities of technology suppliers and commercial partners before enabling data transfers or marketing journeys.

Executives outline the commercial aims

Valentin Raigue, Chief Product Officer at Honoré Gaming, described the agreement as an addition to the marketing capabilities available to the company's operator partners.

“Our partnership with TAP strengthens the affiliate marketing capabilities we offer our operator partners, combining proven technology, seamless CRM integration and dedicated support. We take on the workload, helping operators reduce costs, attract higher-value players and ultimately grow their revenue.”

His comments highlight the company's intention to combine technology with operational assistance. Rather than providing affiliate management software as an isolated product, Honoré Gaming is positioning the integration as part of a wider service offering for its sportsbook partners.

Yuval Mechoullam, Chief Business Development Officer at The Affiliate Platform, highlighted the opportunity to extend TAP's presence in markets served by Honoré Gaming. He also pointed to the existing Smartico relationship as a way of connecting newly acquired players with operator engagement programmes.

“Honoré Gaming gives TAP immediate reach into markets where affiliate marketing has plenty of room to grow. Its operators already use Smartico to keep players engaged, so the players our affiliates bring in land in loyalty journeys that are already working.”

The comments outline the commercial rationale from both sides. Honoré Gaming is adding another specialist tool to its platform, while TAP is extending its reach through an established operator network.

The practical impact will become clearer as operators adopt the integration and begin using it in their live marketing campaigns.

A more connected model for affiliate activity

The partnership adds another component to Honoré Gaming's broader platform offering. By placing affiliate management alongside sportsbook operations and building on its existing Smartico relationship, the company aims to provide operators with a more connected set of tools for acquisition and player engagement.

For businesses operating in French-speaking Africa and Latin America, the value will depend on practical considerations such as integration, reporting accuracy, campaign flexibility and the quality of ongoing support. The ability to apply market-specific compliance controls and maintain transparent relationships with affiliates will be equally important.

A unified technology environment can make marketing processes easier to coordinate, but it cannot replace sound commercial judgement or responsible marketing practices.

The agreement therefore represents an expansion of the tools available to Honoré Gaming's operators rather than a guarantee of business results. Its longer-term significance will depend on how effectively operators use the combined capabilities to manage campaigns, assess player journeys and meet the requirements of the markets in which they operate.

Ultimately, the partnership reflects a broader development in iGaming technology: the increasing importance of connecting player acquisition with customer engagement. Affiliate management, CRM automation and gamification can serve complementary purposes when they are properly integrated and managed.

For Honoré Gaming, adding TAP to its platform creates another opportunity to strengthen its technology offering across its established markets. For TAP, the agreement provides a route into an operator network spanning two regions with different commercial and regulatory environments.

The success of this collaboration will not be determined solely by the availability of new software. Consistent implementation, reliable reporting, appropriate affiliate relationships and compliance with local requirements will remain central to its performance.

FAQs

What is the new Honoré Gaming partnership about?
Honoré Gaming has partnered with The Affiliate Platform (TAP) to integrate affiliate management software into its sportsbook platform. The agreement is intended to provide operators with additional tools for managing affiliate campaigns and commission structures.

When was the Honoré Gaming and TAP partnership announced?
The partnership was announced on 3 November 2026, according to the supplied announcement.

What is The Affiliate Platform (TAP)?
TAP is an affiliate management solution developed for the iGaming industry. It provides tools for managing affiliates, tracking campaigns, organising commission arrangements and monitoring performance.

Which affiliate commission models will be available?
The announced integration includes Cost Per Acquisition (CPA), Revenue Share (RevShare) and hybrid commission arrangements.

How does TAP help operators monitor affiliate campaigns?
TAP provides affiliate and campaign-level tracking and reporting tools. These allow operators to review acquisition performance and compare the results of different marketing partners.

What is the role of Honoré Gaming's Marketing & Affiliation team?
The internal team will provide additional assistance to operators using the integrated affiliate management solution, complementing the software with marketing and affiliation support.

How is the TAP agreement connected to Smartico?
TAP and Smartico are sister products. Their relationship creates an opportunity to connect affiliate acquisition activities with the CRM automation and gamification tools already integrated into Honoré Gaming's platform.

What is the purpose of integrating affiliate management with CRM technology?
The integration is intended to connect player acquisition with subsequent engagement activities. This can help operators coordinate affiliate referrals with onboarding, loyalty and retention programmes.

Which markets are covered by the partnership?
The announcement identifies French-speaking Africa and Latin America as the principal regions covered by Honoré Gaming's operator network for this agreement.

Why is this partnership relevant to iGaming operators?
It brings affiliate management, campaign tracking and CRM-related capabilities closer together within the operator technology environment. This may simplify marketing coordination while providing additional tools for managing acquisition activities.