The Pennsylvania Lottery has partnered digital marketing specialist Income Access to offer an affiliate programme for its newly-launched online service.

The Lottery is encouraging lottery retailers to join the programme, and is also accepting applications from individuals and businesses to promote its online products.

The programme will be hosted on the affiliate platform provided by Income Access, Paysafe Group's marketing technology and services subsidiary, and will be managed by the supplier's in-house affiliate team. This team is already active in the US lottery market and has managed the Michigan Lottery's affiliate programme since its launch in January 2018.

"This affiliate program provides an excellent incentive to promote PA iLottery," said Pennsylvania Lottery executive director Drew Svitko. "For 24 months, qualified partners can earn a profit share of up to 20 percent for each iLottery player they refer."

Qualified partners will earn a 10 per cent share of profit generated from players that sign up through in-store marketing efforts, and 20 per cent from those that sign up online. Retail affiliates will be supplied with printed leaflets with a unique ID for their store, with affiliates in both channels able to offer players a $5 sign-up bonus.

"We want existing retailers to understand that building awareness of iLottery can be good for their bottom line," Svitko explained. "In other states that offer online games, there has been growth in lottery game sales at retail."

Income Access general manager Tara Wilson added: "We're excited to partner with Pennsylvania Lottery to launch the US state lottery industry's newest affiliate program.

"Our technology and affiliate managers have a strong track-record supporting global lottery brands' customer acquisition."

Launched Wednesday, Pennsylvania's Scientific Games-powered online lottery allows players to buy a range of lottery games via desktop and mobile.

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