Pennsylvania Lottery aims for expansion with affiliate launch

Pennsylvania Lottery aims for expansion with affiliate launch

Friday, June 15, 2018 Posted by Joseph Streeter
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The group has partnered with Income Access for the programme

Income Access has been busy strengthening its ties with with US state lotteries, following a recent deal struck in Pennsylvania, which it is hoped will aid the development of the recently launched PA iLottery.

Marking the first time players in the state can access online and mobile games, PA iLottery, launched in conjunction with Scientific Games, is to utilise the Paysafe Group’s marketing technology and services provider’s platform and services to drive PA iLottery forward further still.

TotallyGaming.com spoke to Tara Wilson, General Manager at Income Access, and Drew Svitko, Pennsylvania Lottery Executive Director, to discuss the importance of this deal for The Keystone State’s new digital lottery.

TotallyGaming: How will the launch of an Income Access affiliate program aid the PA iLottery promotion and growth strategies?

Tara Wilson, General Manager at Income Access: “We already have established relationships with key affiliates in the US market from our experience managing the affiliate programs of major American lottery and gaming brands.

“Our affiliate team has been able to get these leading affiliates on board from the program’s launch, providing Pennsylvania Lottery’s new iLottery offering with strong exposure from day one.

“Income Access is also part of the Paysafe Group, which has established corporate experience in global regulated markets and proven success with provincial lotteries in Canada, state lotteries in the US and regulated iGaming jurisdictions in the US and Europe. This has led Paysafe to continuously enhance and tailor our service and product offering.

“More specifically, Income Access’ background in US-focused affiliate marketing has allowed us to develop proven strategies to grow new programs and brands. We are also aware of the market’s specific challenges.

“Affiliate marketing will provide Pennsylvania Lottery with a new customer acquisition channel for not only its recently launched iLottery but also its retail brand. With some of the top US-focused affiliate sites receiving very high traffic, Pennsylvania Lottery’s launch of an affiliate program is sure to significantly raise brand awareness and customer acquisition. Our affiliate team will focus on maximising that exposure and the brand’s overall revenue growth.”

Drew Svitko, Pennsylvania Lottery Executive Director: “Based on the experience of other states, we know that rewarding our retailers and other businesses for promoting our new iLottery product can increase consumer awareness and grow sales of all types of Lottery products. Partnering with Income Access allows us to accomplish this in a convenient, seamless way.”

TG: How important is this fresh link-up for Income Access, particularly following the launch with the Michigan Lottery earlier in the year?

TW: “Affiliate marketing is a new customer acquisition channel for US state lotteries. Pennsylvania Lottery’s program is only the second to launch after Michigan Lottery unveiled the industry’s first program in January. Our partnership with Pennsylvania Lottery sees us establishing ourselves as the single supplier of affiliate software and marketing solutions to brands in this emerging space.

We’re excited to continue to play a pioneering technology and marketing role in the US market, following our dedicated support to regulated online casino and poker brands from 2013.”

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