Income Access explains growth of US online lottery space

Income Access explains growth of US online lottery space

Tuesday, January 23, 2018 Posted by Craig Davies
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Partnership with Michigan Lottery recently announced

Income Access has kicked off 2018 as it means to go on, by striking a new deal that breaks previously untrodden ground within the United States.

Paysafe’s marketing technology and services provider has joined forces with the Michigan Lottery, launching an affiliate program that marks the first of its kind for an American state lottery brand.

Erica Anderson, marketing manager at Paysafe’s Income Access, has been speaking to about the implications of this new link up, and how the firm plans to go from strength to strength in 2018.

Totally Gaming: What is the significance of this deal? Especially in light of it being the first of its kind for a US Lottery?

Erica Anderson: The US online lottery space is expanding. Four state iLotteries have already launched and a fifth, for Pennsylvania Lottery, is scheduled to go live as early as this spring. Michigan Lottery’s launch of the first American state lottery affiliate program is indicative of the industry’s broader growth in the online space.

Since it launched its iLottery in 2014, Michigan Lottery has enjoyed strong revenue growth. Michigan Lottery’s recent launch of an affiliate program sees it focusing on sustaining that growth through a cost-effective marketing channel with a track record of maximizing customer acquisition for European iLottery brands.

As more US state lotteries move online and look to grow and diversify their customer bases in the digital space, they will increasingly leverage affiliate marketing as a long-term acquisition channel with strong ROI.

TG: With that in mind, what does it say of the strength of the Income Access offering?

EA: We have a well-established role offering affiliate marketing and technology support to European online lottery brands. Since 2012, our platform has been leveraged by Denmark’s state-owned lottery Danske Spil to manage its affiliate program, and our in-house affiliate team managed the program for the UK’s Health Lottery for a number of years. The brand remains a technology partner.

Over the last year in particular, we’ve expanded strongly in the European lottery space. Our platform now powers the affiliate program of Lottoland and IGT’s Italy-facing as well as LiveLotto.

Our affiliate team also manages the LiveLotto program directly, indicating that our offering’s strength is as much based on our marketing expertise as the sophistication of our technology.

From these recent European partnerships to our pioneering marketing support for Michigan Lottery, Income Access is today the leading provider of affiliate marketing solutions for global iLotteries.

TG: How do you plan to strengthen and grow in 2018?

EA: Our technology products continue to evolve, with major platform upgrades currently being implemented. The further diversification of our suite of digital marketing services – which currently encompass media buying, SEM, app store optimization and content marketing as well as dedicated affiliate management – will also be a focus for us this year.


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