First US state-run online lottery affiliate program to be powered by the Income Access platform
Montreal, QC. 8th January 2018 – Michigan Lottery, has launched an affiliate program with Income Access, Paysafe’s marketing technology and services provider. The affiliate program is the first of its kind for a US lottery, and will be powered through Income Access’ tracking and analytics platform.
Michigan Lottery is a strong and well-established brand. Since 1972, the Michigan Lottery has provided more than $21 billion to support public education, including more than $900 million in the 2017 fiscal year. As a state agency that generates nearly $3 billion a year, they are well-positioned to offer robust CRM and player retention programs.
In 2014, Michigan Lottery expanded their traditional sales to online game offerings. Players have the chance to win millions of dollars in prizes each week online playing both draw and instant win games including Mega Millions, Powerball, Instant Keno, Cashword, Queen of Diamonds and more. 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.
Through the Income Access platform integration integration, members of the Michigan Lottery affiliate program can promote one of the US’ most successful iLottery brands. Winner of eGaming Review’s B2B ‘Affiliate Software’ award four times since 2013, the Income Access platform features state-of-the-art ad targeting capabilities based on geo-location and other criteria.
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.
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.”
For more information about the partnership and program launch, please contact Michigan Lottery.
About Michigan Lottery
Michigan Lottery has proven to be the most successful iLottery launch in North America. In combination with robust responsible gaming tools and resources, Michigan Lottery has introduced a successful portfolio of over 50 online Instant games since their August 2014 launch, and rolled out four draw based games in early 2016 followed by the introduction of innovative payment and promotion solutions that incorporate the important retail base with the digital business. Michigan is very proud of the data driven culture that has been created to support their online program and it’s the dedication of the staff and their commitment to delivering a great digital experience to Michigan Lottery players that keeps the digital business growing.
About Income Access
Founded in 2002, Income Access is a technology company, affiliate network and digital marketing agency servicing the global gaming market, including regulated iGaming, social gaming, land-based casinos and online financial trading (forex, binary options). Through its award-winning marketing software and a partnership-centric approach, Income Access delivers comprehensive data and strategic insight on marketing campaigns across all digital and offline channels.
In September 2016, Income Access was acquired by Paysafe Group, the company behind the digital wallet brands NETELLER and Skrill. Income Access is partnered with over 300 gaming brands worldwide. These include: Betfred, Bet Victor, BGO Group, Caesars Interactive, Coral, Gala Interactive, IGT’s Lottomatica, Jackpotjoy, Lottoland, Pinnacle, PMU, Sportingbet, Stan James, and TwinSpires.
Paysafe is a leading global provider of end-to-end payment solutions. Our core purpose is to enable businesses and consumers to connect and transact seamlessly through our industry-leading capabilities in payment processing, digital wallets and online cash solutions. Delivered through an integrated platform, our solutions are geared towards mobile-initiated transactions, real-time analytics and the convergence between bricks-and-mortar and online payments. With over 20 years of online payment experience, a combined transactional volume of US$48 billion in 2016 and over 2,300 staff located in 12 global locations, Paysafe connects businesses and consumers across 200 payment types in over 40 currencies around the world. For more information, visit: www.paysafe.com.
Affiliate Program Manager
Digital Marketing & Analytics Manager
Affiliate Page: http://playonline.michiganlottery.com/affiliate/
Affiliate Registration Page: https://affiliates.michiganlottery.com/registration.asp