Sportsbook platform provider Honoré Gaming has teamed up with The Affiliate Platform (TAP) to roll out its affiliate management software across Honoré’s operator network in francophone Africa and Latin America. Announced on November 3, the deal lets operators run affiliate programmes, track marketing performance, and handle commission payments inside the Honoré Gaming systems they already use. Honoré Gaming’s own Marketing & Affiliation team will back up the integration, helping operators with campaign management and affiliate recruitment.
TAP builds affiliate management software specifically for iGaming, and more than 100 companies use it, with the platform processing around 35.5 million clicks and 1.4 million registrations a day. It also claims a network of more than 2.1 million affiliates. Operators can use the software to set up different commercial arrangements with marketing partners and follow the players those partners refer, from registration through deposits and later betting activity.
Honoré Gaming’s operators will get access to cost per acquisition (CPA), revenue share, and hybrid commission models under the agreement. CPA deals usually pay a fixed amount for each qualifying customer, while revenue share hands affiliates a cut of the gambling revenue their referred players generate. TAP lets operators set qualification requirements so affiliates only get paid when customers complete specific actions, such as depositing and placing bets, which gives operators more control over acquisition costs and cuts down on paying for registrations that never turn into any actual betting.
Tracking of individual affiliates and campaigns happens live, so marketing teams can compare performance and shift spending around accordingly. Operators can see which partners actually bring in deposits and revenue instead of judging campaigns on clicks or registrations alone, and TAP’s wider reporting covers acquisition funnels, revenue trends, and player value over time. Multilevel affiliate and refer a friend features add more ways to pull in customers through local media, influencers, and existing players.
The deal follows Honoré Gaming’s integration of Smartico’s customer relationship management (CRM) and gamification technology in May 2026, and since TAP and Smartico are sister products, their systems work together. Players brought in through affiliate campaigns can go straight into existing Smartico loyalty and retention programmes, so operators can handle acquisition and later engagement through connected software. Smartico’s toolkit includes automated communications, player segmentation, and gamification features aimed at keeping customers around.
Valentin Raigue, chief product officer at Honoré Gaming, said the agreement would strengthen the company’s marketing capabilities by pairing affiliate management technology with operational support, with Honoré Gaming taking on part of the administrative workload to help operators cut costs and improve customer acquisition. Yuval Mechoullam, chief business development officer at TAP, pointed to the chance to expand into African and Latin American markets, where Honoré Gaming already has established operator relationships and runs Smartico’s customer engagement technology.
Honoré Gaming, a supplier based in Paris, runs sportsbook and gambling platforms for operators in emerging markets, covering sports betting, horse racing, lotteries, and virtual games, and it has been steadily adding to that offering across both regions. In October, it partnered with ThrillTech to bring the ThrillPots jackpot solution to its African and Latin American operator network, adding configurable jackpots to several gambling verticals. The TAP deal shifts the focus to customer acquisition and affiliate management.
Neither company has disclosed the financial terms, how many Honoré Gaming operators are expected to take up the software, or rollout schedules for individual markets. For operators, the integration adds affiliate management to Honoré Gaming’s existing CRM and marketing services, putting acquisition and retention in the same technology environment. TAP, meanwhile, gets access to Honoré Gaming’s operator network in francophone Africa and Latin America without having to sign separate deals with each operator.