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Income Access in first of its kind deal with Michigan Lottery

Michigan Lottery has launched an affiliate program with Income Access, in a deal that represents the first of its kind for an American state lottery brand.

Income Access, Paysafe’s marketing technology and services provider, will power the firm via its tracking and analytics platform.

Through the integration, members of the Michigan Lottery affiliate program will be enabled to promote “one of the US’ most successful iLottery brands.”

In addition, affiliates will also benefit from a number of key resources, designed to successfully promote the brand.

Lorenzo Pellegrino, CEO of Income Access and Digital Wallets at Paysafe, commented: “Michigan Lottery is an important partnership as we look to extend our influence in the iLottery vertical beyond Europe. The brand’s stature and long history of success provide a unique opening for affiliates looking to broaden their player base.”

Michigan Lottery states that it “is the fastest growing iLottery program of its kind in the US,”  with its current monthly iLottery net gaming revenue figures showing approximately $7m.

The North American company also boasts some $21b in donations to support public education, including in excess of 900m in the 2017 fiscal year.

In 2014 Michigan Lottery extended its traditional sales to online game offerings, with players now having the chance to win millions of dollars in prizes each week across a selection of titles online.

Amanda Perkins, Digital Marketing & Analytics Manager at Michigan Lottery, added: “Michigan Lottery is the most successful online lottery program in the United States and growth potential is significant with only about 8% 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.”