The Michigan Lottery has partnered Paysafe’s Income Access to launch the first US online lottery affiliate program.
The Michigan Lottery is one of the few US lotteries to have a successful online business, having first made the move online in 2014. Despite this, online participation rates have remained relatively low.
“Michigan Lottery is the most successful online lottery program in the United States and growth potential is significant with only about 8 per cent of eligible players in Michigan registered to play online,” said Amanda Perkins, Michigan Lottery’s digital marketing and analytics manager.
“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.”
The lottery currently generates monthly online net gaming revenue of approximately $7m from its range of draw and instant win games, including Mega Millions, Powerball, Instant Keno, Cashword, and Queen of Diamonds.
The new affiliate program offers revenue share of up to 20 per cent, as well as a 50 per cent bonus credit on first time deposits up to $100.
“Michigan Lottery is an important partnership as we look to extend our influence in the iLottery vertical beyond Europe,” said Lorenzo Pellegrino, CEO of Income Access and Digital Wallets at Paysafe. “The brand’s stature and long history of success provide a unique opening for affiliates looking to broaden their player base.”