PlaySugarHouse.com, the leading iGaming brand of US casino operator Rush Street Gaming, has brought in Income Access to power a new affiliate programme to promote its New Jersey-licensed offering.

Rush Street Interactive has integrated Income Access' affiliate software into its proprietary iGaming platform, providing the operator with reporting, analytics and ad targeting functionality for the PlaySugarHouse.com brand in the state.

Launched in September this year under Gold Nugget's licence in New Jersey, PlaySugarHouse is named after Rush Street's main land-based brand, and features content from a range of suppliers. The mobile-focused offering comes with over 250 slots from the likes of IGT, Aristocrat, WMS Gaming, NYX Gaming and High 5 Games.

"Income Access has been a driving force in the New Jersey iGaming affiliate space since the market went live in Q4 2013, so their platform was the logical choice for our affiliate program," Rush Street Interactive president Richard Schwartz said. "We are excited to partner with SugarHouse Online Casino for the launch of its affiliate program," Income Access managing director Nicky Senyard said.

"The brand provides an important opportunity for New Jersey-facing affiliates and also places them in a strong position for the future evolution of regulated US iGaming, given Rush Street’s land-based casino presence in the leading states currently considering regulation."

Affiliates that hold an ancillary casino service industry enterprise licence can promote the brand on a revenue share basis via the affiliate programme, while those with a Division of Gaming Enforcement vendor licence can do so on a cost per acquisition basis.

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