First US state-run online lottery affiliate program launched

By Robert Simmons
The state-run Michigan Lottery has announced the launch of a first of its kind online lottery affiliate program, in partnership with marketing technology and services provider Income Access.

The new Michigan Lottery affiliate program will be powered through Income Access’ tracking and analytics platform. The affiliate program will cap at 20% revenue share, based on 20+ player acquisitions per month.

The Michigan lottery is a well established brand which has been in operation since 1972. Through its lottery operations it has provided more than $21bn to support public education, including more than $900m in the 2017 fiscal year.

In a statement announcing the launch, 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.”

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 and Queen of Diamonds.

With monthly online lottery net gaming revenue figures currently at approximately $7m, Michigan Lottery is one of the fastest growing online lottery programs of its kind in the US.

Lorenzo Pellegrino, CEO of Income Access and Digital Wallets at parent company Paysafe, added: “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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