Michigan Lottery details affiliate link-up with Income Access

Michigan Lottery in the US has launched an affiliate programme in partnership with Income Access.

The new programme, the first of its kind in the US, will be powered through Income Access’ tracking and analytics platform.

The Income Access platform features a range of ad targeting capabilities, based on geo-location and other key criteria.

Those that sign up to the programme will benefit from a 20% revenue share, based on more than 20 player acquisitions per month.

“Michigan Lottery is the most successful online lottery programme in the US and growth potential is significant with only about 8% of eligible players in Michigan registered to play online,” Michigan Lottery digital marketing and analytics manager Amanda Perkins said.

“We expect this affiliate programme to open a new pathway to acquiring players and play a key role in the Lottery’s overall player acquisition strategy.”

Lorenzo Pellegrino, chief executive of Income Access and digital wallets at Paysafe, added: “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.”

Related article: Lottomatica launches affiliate programme with Income Access