Merkur Partners
- Headquarters
- Lübbecke, Germany
Merkur Partners is the exclusive affiliate marketing program of MERKUR, the leading consumer brand of the German-based Merkur Group (formerly Gauselmann Group). Founded in 1957 and with nearly 15,000 employees worldwide, Merkur Group is a globally active gaming and entertainment conglomerate. Merkur Partners acts as the dedicated partner for publishers, webmasters, and media buyers looking to monetise traffic by promoting a portfolio of trusted, locally licensed brands. These include MERKUR SLOTS and MERKUR BETS in Germany, MERKUR BETS in Austria, CASHPOINT.dk in Denmark, and others across regulated European markets. The program offers flexible commission structures—including CPA, RevShare, and Hybrid deals—with payments made by the 10th working day of the following month. Members receive a dedicated affiliate manager, swift payments, detailed reporting, and access to 100% MERKUR-owned brands. By leveraging the reputation and regulatory compliance of the Merkur Group, Merkur Partners provides a stable, high-converting platform for affiliates seeking long-term, profitable partnerships in the iGaming space.
Detailed Review
Company Background & History
Merkur Partners is the affiliate marketing division of Merkur Group, a family-owned, internationally operating gaming corporation founded by Paul Gauselmann in Espelkamp, Germany in 1957. The group began with jukebox repair and gradually expanded into slot machines, arcades, casinos, sports betting, and online gaming. The Merkur brand today is synonymous with reliable, small-stakes entertainment and is licensed in numerous jurisdictions. Merkur Partners was launched to manage the group’s online affiliate relationships, offering a single entry point for promoting the group’s digital brands.
Products & Brands
The program gives affiliates access to several well-known, locally regulated brands: - MERKUR SLOTS – An online casino platform featuring classic and video slot games, table games, and live casino content. Licensed in Germany. - MERKUR BETS – A full sportsbook and online casino brand operating under licences in Germany and Austria. Offers betting on major sports and a wide casino selection. - CASHPOINT.dk – An online casino brand licensed specifically for the Danish market, offering slots and live dealer games. - Additional brands may include MERKUR Casino UK (online casino for the United Kingdom) and other localised offerings.
Commercial Model
Merkur Partners provides flexible revenue share options including CPA (Cost Per Acquisition), standard RevShare, and Hybrid deals. Commissions are paid monthly, with no negative carryover, and can be structured via flat rates or tiered percentages. Affiliates receive a dedicated account manager, real-time reporting, and marketing materials. The program is open to partners of all sizes, from individual influencers to large media agencies.
Technology & Compliance
In 2015, Merkur Partners signed a deal with Income Access to power its affiliate tracking and marketing platform. Additionally, the affiliate program uses GiG Comply for automated compliance monitoring, ensuring all promotions adhere to local advertising regulations in regulated markets. The program is available to affiliates in multiple European countries where Merkur brands hold licences, including Germany, Austria, Denmark, and the UK.
Market Position
As the in-house affiliate channel of one of Europe’s largest gaming groups, Merkur Partners offers direct access to exclusive, 100% owned brands. Its strong compliance framework, long-standing brand trust (over 65 years of parent company history), and competitive commissions make it a stable choice for affiliates focused on regulated markets. The program actively participates in international events such as iGB L!VE and ICE.
Key Products
Merkur Slots
An online casino platform focused on slot games, licensed and operated in Germany.
Merkur Bets
A combined sportsbook and online casino offering, available in Germany and Austria.
Cashpoint.dk
A Danish iGaming platform providing casino and sports betting services.
MERKUR SLOTS (Germany)
The leading online casino brand in Germany, operating under a local license.
MERKUR BETS (Germany & Austria)
The online sportsbook brand offered in Germany and Austria.
CASHPOINT.dk (Denmark)
A locally licensed Danish online casino brand.
Flexible Commission Plans (CPA & Hybrid)
The program's core B2B offering for affiliates, providing CPA and hybrid commission structures.
MERKUR Casino UK
Online casino for the United Kingdom, regulated by the UK Gambling Commission (brand name may vary).