Lorenzo Pellegrino, Paysafe Group’s CEO of Digital Wallets, sees value-added enhancements in his firm’s $30 million acquisition of leading industry affiliate and acquisition marketing software provider Income Access.
Speaking to SBC News, Pellegrino stated that adding Income Access services Paysafe would gain “value-added services that extend beyond payments and will make our overall offering ‘stickier’ for merchants”.
“The acquisition embeds our relationship with merchants as a preferred payment service provider for their affiliate payments and allows us to expand our collaborative marketing efforts to drive new customer acquisition. It also leverages relationships to expand revenue-driving activity both in and outside the iGaming space.”
Detailing the initial integration of Income Access operations and services, Pellegrino praised Income Access founder Nicky Senyard in creating a dynamic enterprise.
“Nicky has done a great job establishing and running Income Access to make it the business is has become today. For the foreseeable future it’s simply business as usual! Nicky Senyard stays on, now in the role of Managing Director, and Sarafina Wolde Gabriel has been promoted to VP Strategy and Operations.”
A key stakeholder in Paysafe’s growth strategy, Pellegrino further details that Income Access will strengthen his firm’s product portfolio as the FTSE-listed payment provider looks to expand its services globally.
“Embedding the established affiliate technology, and the network of affiliates Income Access brings, means we are in the right space to expand and grow globally and into other sectors, as well as having a market-ready offering incorporating technology, relationships, and payment processing in one platform. This is particularly important for Paysafe as we pursue new opportunities in areas such as remittance and e-commerce.”
Pellegrino notes the fast changing business landscape of online gaming, in which affiliate marketing has become the fundamental acquisition channel for all operators.
“We see this channel continuing to grow as new product; technology and search tools are created. Like the surge in mobile traffic over the past few years, which opened up a whole new sector of affiliation partnerships, we will continue to see this channel expand and be a priority resource in the iGaming space. We are invested in this channel ourselves for the growth of our Skrill and NETELLER brands and understand the value that affiliates bring within the marketing mix. It makes perfect sense for us to cement our position in this growing and dynamic channel.”