RavenTrack Review
6.3/10A Manchester shop of about 30 people whose platform runs the affiliate programs of Betfred, QuinnBet, and the Delaware Lottery. The stack carries Google Ads parallel tracking and AppsFlyer for mobile apps, and pricing is quote-only.
Our read
- Recent migrations: Matchbook brought Matchbook, Matchbook MX, and easyBet across in November 2025, with its senior affiliate manager saying the platform far exceeds the previous provider. The parallel-run model with affiliate-ID preservation takes the dead-switchover risk out of the move.
- Betfred, QuinnBet, and the Delaware Lottery run their affiliate programs on RavenTrack panels, which puts a tier-1 UK bookmaker and a US state body on the same platform.
- A compliance module built for regulated programs: time-stamped document upload, T&C acceptance recorded at program and brand level with automated pop-ups, an encrypted compliance area per affiliate, and Rightlander scanning what affiliates actually publish.
- Pricing is quote-only on a fixed-cost license with unlimited campaigns, so the budget only takes shape after the full sales process.
- Support runs on UK business hours, with no 24/7 cover.
- A team of about 30 in a single Manchester office carries the whole book.
A mid-size, UK-lean sportsbook or casino program that wants proven migration craft with parallel running and affiliate-ID preservation, hands-on UK support, and a tracking stack built for PPC and app-buying affiliates.
An operator that needs a self-serve price anchor, documented deal mechanics before the first call, or a big vendor's bench behind a global enterprise rollout, since this is a 30-person single-office shop that sells everything by quote.
Markets & licensing
The client book is UK-cored, with a heavy South Africa and Nigeria presence, Colombia through Yajuego, and US toeholds in Delaware and Colorado.
Manchester-built and UK-cored. Betfred has run on the platform since May 2019, MrQ joined in March 2020 via Lindar Media's white-label casino platform, QuinnBet's panel has been live since June 2021, and Jumpman Gaming and Broadway Gaming sit in the book. The compliance module's brand-level T&C acceptance tracking maps onto what a UK compliance team gets audited on.
- Colorado licenseUnited States (CO)
- Acquired January 2021
Licensing tier: nothing licensable in this category, and no ISO or SOC certification.
The book runs on locally licensed operators across the UK, South Africa, Nigeria, Colombia, and Delaware.
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 platform's tracking layer and a two-way API. Operators pull player data at brand level and get their own API documentation on a RavenTrack subdomain. Pragmatic Solutions carries the integration on the PAM side. Migrations run the old and new programs simultaneously with affiliate IDs preserved.
Migrations run the old and new programs side by side with affiliate IDs preserved, so there is no hard cutover.
Products & tools
One operator-platform stack out of Manchester: more than 20 configurable reports behind a two-way API, a compliance module built on time-stamped documents and tracked T&C acceptance with Rightlander scanning on top, a Marketplace for creative, and a migration practice that runs the old and new programs side by side with affiliate IDs preserved.
Tracking
Real-time affiliate tracking over pixel, postback, and server-to-server with dynamic parameters, plus parallel tracking for Google Ads and an AppsFlyer integration for mobile apps. More than 20 reports run at player, affiliate, and resource level, and a two-way API pushes the same data into operator and affiliate systems without a login.
- Real-time tracking with pixel and postback options
- Server-to-server tracking with dynamic parameters
- Parallel tracking for Google Ads
- AppsFlyer integration for mobile app tracking
- Over 20 reports with configurable column visibility at player, affiliate, and resource level
- Two-way API so operators pull player data at brand level and affiliates pull stats without logging in
Compliance
The compliance set for regulated-market programs: document upload with time-stamping, a T&C amendment system that records affiliate acceptance at program and brand level with automated pop-ups, an encrypted compliance area per affiliate, and a Rightlander partnership for scanning what affiliates actually publish.
- Document upload with time-stamping per affiliate
- T&C amendment system recording acceptance at program and brand level
- Automated pop-ups that force acceptance of amended terms
- Encrypted compliance area for each affiliate
- Rightlander partnership for affiliate-site compliance scanning
- Marketplace for banners and landing pages, plus an odds banner tool built with StatsPlug
Program Migration
The old and new programs run simultaneously during the switch and affiliate IDs carry over. Matchbook moved three brands in November 2025 and kwiff signed in May 2026.
- Two programs run simultaneously during a migration
- Affiliate-ID preservation so partner links and history survive the move
- Matchbook, Matchbook MX, and easyBet all live on the platform since November 2025
- kwiff appointed RavenTrack primary affiliate tracking provider in May 2026 after a competitive selection
- Betfred's program moved over from Income Access, with betfredaffiliates.com now on the platform
- ActiveWin moved 12 brands across in March 2019, the first bulk migration on the platform
The history
Longevity in this industry usually comes with a change of owner somewhere in it.
Warren Jacobs, then managing director of Manchester agency ActiveWin, incorporated Palsar Capital Limited in February 2018 and launched RavenTrack that September. Betfred co-founder Fred Done sat on the board from incorporation until July 2021, and Betfred joined as a client in May 2019. The platform was built close to one of Britain's biggest bookmakers.
Brands & clients on the platform
Corporate
Leadership
Milestones
- 2018
Warren Jacobs incorporates Palsar Capital Limited in February with Betfred co-founder Fred Done on the board, launches RavenTrack in September, and lands first client AMP Affiliates in November.
- 2019
ActiveWin moves 12 brands onto the platform in March, the first bulk migration, and Betfred joins as a client in May.
- 2021
A Colorado license lands in January, QuinnBet joins in June, Fred Done resigns from the board in July, and Betfred South Africa joins in November.
- 2024
The January 31 handover: Jacobs and his circle leave the board, Adam Rowley and Paul Kirszanek take over, and Palsar Capital Holdings Limited becomes the 75%+ controlling shareholder. The team moves into Manchester's Glassworks in June.
- 2025
Matchbook brings all three of its brands, Matchbook, Matchbook MX, and easyBet, onto the platform in November.
- 2026
kwiff appoints RavenTrack primary affiliate tracking provider in May after a competitive selection, and the platform makes the iGB Affiliate Awards shortlist for Best Affiliate Management Platform.
Where they're pushing next
- Regulated US, where the Delaware Lottery panel and the January 2021 Colorado license are the live toeholds
- Africa, the heaviest non-UK book with South Africa and Nigeria anchors
- UK mid-market sportsbook and casino
Awards & recognition
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.
RavenTrack vs alternatives
Most buyers in this market shortlist three or four vendors long before they take a single sales call.
| Attribute | RavenTrack | Income Access | MyAffiliates | Cellxpert |
|---|---|---|---|---|
| Founded | 2018 | 2002 | 2007 | 2008 |
| Team | 30+ | 100+ | — | 29+ |
| US market | Available | Available | — | — |
| Pricing | On request | On request | On request | On request |
| Commission models | CPA | CPA | Flat | CPA |
| Sold bundled | None | Software | None | Standalone |
Pricing & terms
RavenTrack quotes pricing per project. Here's how the model and the terms are structured.
Quote-based flat license with fixed-cost pricing and unlimited campaigns
Turnkey
The deal is a flat license that does not meter campaigns, and a free trial without a credit card is offered.
Path to launch
- 1Open the sales conversation or take the free trial, which needs no credit card
- 2Agree the contract, a fixed-cost license with unlimited campaigns rather than a metered price, and get the deal mechanics in writing
- 3Integrate your platform stack, adding AppsFlyer if apps are in scope and Google Ads parallel tracking if your affiliates buy search
- 4Wire the two-way API so your BI pulls player data at brand level and affiliates pull their stats without logging in
- 5Migrate the existing program on the parallel-run model, both platforms live simultaneously with affiliate IDs preserved
- 6Go live and put the compliance module to work, time-stamped documents, T&C acceptance tracked per program and brand, and Rightlander scanning affiliate sites
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.