First US state-run online lottery affiliate program
The Michigan Lottery has launched an affiliate program with Income Access, Paysafe’s marketing technology and services provider, claiming the agreement is the first of its kind for a US lottery, and will be powered through Income Access’ tracking and analytics platform.
Since 1972, the Michigan Lottery has provided more than $21 billion to support public education, including more than $900 million in the 2017 fiscal year. As a state agency that generates nearly $3 billion a year, the lottery is well-positioned to offer robust CRM and player retention programs, a press statement claimed Tuesday.
In 2014, Michigan Lottery expanded traditional retail 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, Queen of Diamonds and more.
With monthly iLottery net gaming revenue figures currently at approximately $7 million, Michigan Lottery is the fastest growing iLottery program of its kind in the US, the press statement boasts.
Through the Income Access platform integration, members of the Michigan Lottery affiliate program can promote the winning brand; the Income Access platform features ad targeting capabilities based on geo-location and other criteria.
The affiliate management company also offers dedicated affiliate manager support, an in-house creative team charged with maintaining a consistent flow of new and custom assets, and strong player incentives.
The affiliate program will cap at 20 percent revenue share, based on 20+ player acquisitions per month.
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 percent 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.”