The Michigan Lottery has launched an affiliate program with Income Access, the marketing technology service provider to the Isle of Man based company Paysafe according to a press release issued by the company. The affiliate program is the first of its kind for a US lottery, and will be powered through Income Access’ tracking and analytics platform.

Paysafe is known as an online payment processor.   According to numerous news reports, an acquisition of the company by private equity firms was recently approved.   According to a report in MarketWatch dated August 4th, 2017 “the acquisition of Paysafe will give [the private equity firms] significant exposure to the online gambling and gaming sectors. A big part of the company's business is its digital-wallet technology, which allows users to make bets online without tapping money from their bank accounts.”

In 2014, Michigan Lottery expanded it’s traditional sales to online game offerings including both draw and instant win games. With monthly iLottery net gaming revenue figures currently at approximately $7 million, Michigan Lottery is the fastest growing iLottery program of its kind in the US.

The new Income Access platform features what the company claims is state-of-the-art ad targeting capabilities based on geo-location and other criteria.

Under the affiliate marketing program, through a combination of dedicated affiliate manager support, an in-house creative team charged with maintaining a consistent flow of new and custom assets, and strong player incentives, affiliates are provided with key resources to successfully promote the brand. One such example is a 50% bonus credit on first time deposits up to $100 free, which would reward a $200 purchase with a $100 bonus.  According to Income Access, the affiliate program will cap at 20% revenue share, based on 20+ player acquisitions per month.

Amanda Perkins, Digital Marketing & Analytics Manager at Michigan Lottery, said: “Michigan Lottery is the most successful online lottery program in the United States and growth potential is significant with only about 8% of eligible players in Michigan registered to play online. We have partnered with Income Access to launch our affiliate program given the company’s excellent reputation in the affiliate marketing space.  We expect this affiliate program to open a new pathway to acquiring players and play a key role in the Lottery’s overall player acquisition strategy.”

Lorenzo Pellegrino, CEO of Income Access and Digital Wallets at Paysafe, said: “Michigan Lottery is an important partnership as we look to extend our influence in the iLottery vertical beyond Europe. The brand’s stature and long history of success provide a unique opening for affiliates looking to broaden their player base.”


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