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Handle is a key financial metric in the betting and gambling industry. It represents the total amount of money wagered by players at a bookmaker over a given period — regardless of whether those bets won or lost.
How Is Handle Calculated?
Handle accounts for every single bet placed, both winning and losing. It's not the same as a bookmaker's net profit — handle simply reflects total player activity on the platform, not how much the operator actually earned.
Why Handle Matters for Affiliate Marketing
For bookmakers and affiliate program owners, tracking handle is a core part of strategy. Affiliates and advertisers rely on this metric to plan and evaluate the effectiveness of their campaigns: a rising handle signals an active, engaged audience and successful marketing efforts.
Monitoring and Forecasting
Understanding handle trends lets bookmakers manage risk more effectively and balance their betting lines, while also refining strategies for acquiring new players. Affiliates, in turn, use this data to optimize campaigns for maximum audience engagement.
Handle Growth in the Russian Market
According to Russia's Unified Gambling Regulator (ERAI), the handle of licensed Russian bookmakers has grown steadily: RUB 1.2 trillion in 2023, RUB 1.7 trillion (+40%) in 2024, and RUB 1.9 trillion by the end of 2025. Experts attribute this growth mainly to rising engagement among existing players and stronger marketing and loyalty programs, while the inflow of genuinely new players remains limited.
Handle is a core indicator of financial health and success in the betting industry, and an essential tool for affiliates and advertisers optimizing their campaigns. Understanding this metric helps every player in the market — from operators to affiliates — make better-informed decisions.
