New affiliate program of Michigan Lottery with Income Access

Michigan Lottery launched an affiliate program with Income Access, which will run on the Paysafe’s marketing tracking and analytics platform.

Michigan Lottery is a well-established brand that has been offering its services since 1972. Due to its activities, the lottery transferred more than $ 21 billion in support of public education, including more than $ 900 million was transferred in the 2017 financial year.

“Given the excellent reputation of Income Access in the field of affiliate marketing, we expect a lot from this cooperation. We also hope that this partnership program will open new ways to attract players and play a key role in the overall strategy of increasing the popularity of the lottery. Michigan Lottery has significant growth potential in the US, but only about 8% of players eligible to participate in it are registered for the online game,” said Amanda Perkins, digital marketing and analytics manager of Michigan Lottery.

Michigan Lottery expanded the range of its traditional services by adding online games in 2014. Today, it is the fastest growing online lottery brand in the United States. Its monthly income is about $ 7 million, and in addition, this lottery is one of the fastest growing programs of its kind in the US. Players have a chance to win millions of dollars each week, taking part in the draws, as well as in games such as Mega Millions, Powerball, Instant Keno, Cashword and Queen of Diamonds.

Thanks to the Income Access platform integration, the participants of the affiliate program received an opportunity to promote one of the most famous online lottery brands. The Income Access is a 4-time winner of eGaming Review’s B2B ‘Affiliate Software’ award since 2013. It can boast of advanced ad targeting capabilities on the basis of geo-location and other factors.

According to Lorenzo Pellegrino, CEO of Income Access and Digital Wallets at Paysafe, the program will enable the Michigan Lottery to expand the players base.

“Michigan Lottery is an important partner for us, as we seek to expand our influence beyond Europe. The stability of the brand and the history of its success will provide unique opportunities for partners who also want to expand their players base,” commented Lorenzo Pellegrino.