DerbyJackpot partners Income Access for new affiliate programme

5th December 2014 7:45 am GMT

Digital marketing specialist Income Access has signed a deal to launch a new affiliate programme for DerbyJackpot, the US-facing online horse-racing wagering brand operated by New York-based game development studio GiddyApps.

Launched in 2013, DerbyJackpot is powered by Sportech’s eBet Technologies and offers online wagering on live horse-racing events at more than 50 racetracks across the US.

Residents of 37 US states, including California, Illinois, New York and Pennsylvania, can engage in real-money pari-mutuel wagering via the website, which is approved and regulated by the Oregon Racing Commission.

DerbyJackpot’s new partnership with Income Access will see the operator launch an affiliate programme on Income Access’ acquisition-tracking platform. It will then be managed by the company’s in-house team.

The new affiliate program’s will include Income Access’ Ad Serving tool which was launched in July 2013, and allows operators to manage and optimise their online ad campaigns via ad targeting.

“Income Access has a very strong reputation in driving player acquisitions for real-money gaming clients throughout Europe, so they were our first choice when it came to choosing a technology partner for our affiliate program here in the US,” said Ryan Wesely, vice president of marketing at DerbyJackpot. “In addition to their platform’s capabilities, Income Access offers program management expertise to assist in our launch and help accelerate the growth of our affiliate marketing program.”

Scheduled to launch in the next two weeks, the DerbyJackpot affiliate program will be managed by Income Access’ in-house team of affiliate managers, who possess over a decade of collective experience in managing the affiliate programs of leading online sports betting brands.    

“Online wagering on horse-racing is a huge and growing opportunity in the US gaming market, so I’m delighted to see Income Access partner with one of the vertical’s most innovative brands,” said Nicky Senyard, founder and CEO of Income Access. “The DerbyJackpot affiliate program, expertly managed by the Income Access team, is sure to have a major impact on the brand’s acquisition of new players.”  

Earlier this week, Income Access announced that its mobile app-tracking solution was now being active used to track player acquisitions for the apps of a leading UK-based online casino and bingo operator.

The integration follows months of beta testing and the recent news that Apple’s App Store will now host affiliates’ in-app betting apps.

The launch of the app-tracking software allows operators to track their entire acquisition portfolio on a single platform. As a result, they can maximise their ROI by optimising the conversion funnel and marketing spend.

“In Q1 of 2014 we saw player acquisition via the mobile channel hit 40 per cent and it’s continued to rise over the rest of the year, suggesting that cross-channel acquisition is the industry’s future,” said Senyard. “Responding to the mobile trend, we’ve transformed our platform into an integrated acquisition-tracking technology capable of streamlining each and every channel – with Income Access, the acquisition whole is now greater than the sum of its parts.”

Pragmatic Play