Cellxpert Review
7.4/10An 18-year, founder-owned Tel Aviv platform built around an NGR engine tuned per affiliate, brand, and GEO, Auto Quarantine that isolates suspicious traffic before payout, and Click Proxy migrations that keep affiliate links alive, running 800+ brands across gaming and forex, with pricing quoted per deal.
Our read
- Commission math with a layer underneath the deal types: CPA, RevShare, rebates, hybrids with thresholds and decay rules, multi-level commissions, and sub-affiliate and agent hierarchies, all settling against an NGR calculation tailored by product, affiliate, and brand and adjusted for bonus clawbacks, chargeback reversals, and fee deductions.
- 800+ brands on the platform driving $3B+ a year, with Eaffiliates and 10bet Affiliates among the client programs and 18 years under one owner.
- Migration is the sales motion and the tooling matches it: Click Proxy keeps existing affiliate links resolving through a platform switch, hundreds of migrations sit behind it, with a 4-6 week go-live from the go-ahead, and postbacks ship with test, refire, and per-affiliate permissions.
- Pricing is quoted per deal, so budget sizing only starts once the sales conversation does.
- The payments module stops at the invoice: affiliates invoice, the operator approves, and flows export to the operator's accounting stack, with no payment execution inside the platform.
- No US-regulated program or state supplier registration, no developer portal or sandbox to evaluate the API before a sales call, and roughly 29 staff carrying an 800-brand base.
Operators that want commission math they can bend per affiliate, brand, and GEO with fraud review happening before money leaves, including multi-brand and agent-hierarchy programs, and that are comfortable keeping payout execution in their own finance stack.
US state-licensed programs, since Cellxpert has no US-regulated footprint at all, and teams that need a published price, a public API sandbox, or built-in affiliate payment rails before shortlisting a platform.
Markets & licensing
Cellxpert Ltd has run the platform from Tel Aviv since 2008, and regulated exposure arrives through the programs on it rather than through anything Cellxpert holds. In a category with no license to point at, what a compliance team audits is the platform's own controls.
The nearest programs in the Americas are LatAm-facing.
The UK story runs through 10bet Affiliates, a UK-facing bookmaker program running on the Cellxpert Affiliate Platform, with a South African sister program alongside it. The compliance tooling fits the market: affiliate KYC, GDPR consent capture, geo controls, and a full change audit trail are the features a UKGC-licensed operator's compliance team actually audits for.
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Licensing tier: none.
Platform & capabilities
Everything the product does out of the box. If a feature isn't listed, the vendor either doesn't offer it or doesn't say.
Integrations & engineering
One contract and one API instead of a separate deal per studio, feed, or PSP. Here's what connects, how fast, and on what stack.
Everything routes through the operator's platform via server-to-server postbacks set per affiliate and per event, with pixel tracking as the validated fallback and a self-service Partner API, authenticated and rate-limited per account, for leads, registrations, transactions, and positions. Migration is the signature motion: Click Proxy keeps existing affiliate links resolving on the new install, so a program switch does not repaper partner sites. The finance vertical contributes native MT4, MT5, and cTrader connectors, and AppsFlyer covers mobile attribution on the gaming side.
Live in 4-6 weeks from the go-ahead, covering migration. Releases ship every 30 days thereafter.
Products & tools
A partner-management platform organized into six modules, Tracking, Attribution, Reporting and AI, Partner Management, Payments, and Compliance, serving two verticals from one build: regulated iGaming and finance. What defines it is an NGR engine that recalculates commissions against bonus clawbacks, chargeback reversals, and fee deductions.
NGR Engine
CPA, RevShare, rebates, hybrid structures, multi-level commissions, and custom baselines, with sub-affiliate and agent hierarchies carrying per-tier rules, all settling against an NGR calculation the operator tailors by product, per affiliate, and per brand so commissions reflect true revenue after bonus clawbacks, chargeback reversals, and fee deductions.
- Flexible CPA with custom player baselines set per affiliate, per brand, and per GEO
- RevShare models customized by tier, GEO, and product, with custom rules
- Hybrid deals mixing CPA and RevShare on the same affiliate, with thresholds and decay rules
- Sub-affiliate and agent hierarchies with per-tier rules
- NGR tailored by product, affiliate, and brand, adjusted for bonus clawbacks, chargeback reversals, and fee deductions
Tracking
Real-time click, registration, and FTD events with server-to-server postbacks per affiliate and event, pixel tracking with built-in validation, native AppsFlyer mobile attribution, and Click Proxy, which preserves live affiliate links through a platform migration, feeding six operator-grade reports plus Ask AI natural-language report building.
- Click, registration, and FTD events visible the moment they happen
- Server-to-server postbacks per affiliate and event, with test and refire tools and per-affiliate postback permissions
- Click Proxy keeps existing affiliate links working through migration
- Native AppsFlyer integration for mobile attribution
- Six reports including Player LTV, Cohort, Trend Analysis, and Configurable Visibility, with player-level data included
Auto Quarantine
Auto Quarantine isolates suspicious traffic automatically before any commission is paid, backed by configurable risk scoring, geo rules, behavior signals, and bonus-abuse detection, alongside affiliate KYC document collection, GDPR consent capture, geo restrictions with granular country control, and a full change audit trail across marketing and traffic compliance.
- Suspicious traffic isolated automatically, before any commission is paid
- High-roller activity can be quarantined to avoid negative commissions
- Configurable risk scoring with geo rules, behavior signals, and bonus-abuse detection
- Affiliate KYC document collection and review, plus GDPR consent capture with an audit trail
- Full change audit trail recording what changed and who changed it
The history
Longevity in this industry usually comes with a change of owner somewhere in it.
Cellxpert Ltd was incorporated in Israel in 2008 and has stayed private and founder-owned for the full 18 years, with no funding rounds, no M&A, and no parent at all. The platform grew into a two-vertical partner-management product, regulated iGaming next to finance and forex. The operational HQ is on HaSharon St in Tel Aviv with roughly 29 employees.
Brands & clients on the platform
Corporate
Leadership
Milestones
- 2008
Cellxpert Ltd incorporates in Israel, the entity that still runs the platform 18 years later.
- 2025
Campeon Affiliates Direct launches on Cellxpert in February, supporting BetnFlix, Campeonbet, Betsamigo, and Treasure Spins, and The Lottery Office brings a licensed Australian lottery program onto the platform the same year.
- 2025
Cerus Markets signs in July on the finance side, alongside Pepperstone, Vantage, and FP Markets.
- 2026
Cellxpert exhibits at iGB Affiliate Barcelona.
Where they're pushing next
- LatAm, where crypto-sportsbook programs like 10cric Partners and 2UP already run on the platform
- Africa, with 888 Africa Affiliates and 10bet Affiliates ZA live
- Licensed lottery, opened by The Lottery Office's 2025 launch in Australia
Longevity and ownership
Switching vendors is expensive, which makes the company's staying power part of the purchase. What the contract says about your data decides how expensive an exit gets.
Cellxpert vs alternatives
Most buyers in this market shortlist three or four vendors long before they take a single sales call.
| Attribute | Cellxpert | Income Access | Affilka | NetRefer |
|---|---|---|---|---|
| Founded | 2008 | 2002 | 2018 | 2005 |
| Team | 29+ | 100+ | — | 61+ |
| US market | — | Available | — | Available |
| Pricing | On request | On request | Public | On request |
| Commission models | CPA | CPA | CPA | Straight |
| Sold bundled | Standalone | Software | Sold standalone and inside SO… | None |
Pricing & terms
Cellxpert quotes pricing per project. Here's how the model and the terms are structured.
Quote-based
Turnkey
A 99.9% uptime SLA, releases every 30 days, and an API rate-limited per account are the commitments that come with the platform, and everything with a number on it is set in the quote.
Path to launch
- 1Start with a sales conversation and demo, where both pricing and full API access open up
- 2Request the quote, which is priced per deal.
- 3Wire the integration: server-to-server postbacks per affiliate and event, pixel tracking with validation, panel-generated Partner API keys, and AppsFlyer if mobile attribution matters
- 4Configure the commission and NGR math per affiliate, brand, and GEO, including clawback, chargeback, and fee adjustments plus any sub-affiliate or agent tiers
- 5Migrate the existing program with Click Proxy preserving live affiliate links
- 6Set Auto Quarantine thresholds, geo rules, affiliate KYC, and the change audit trail, then go live inside the vendor's 4-6 week window
Support & account management
You can't demo service before you sign, so what a vendor puts in writing is the only floor you can hold it to.