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The state of Michigan has had a successful online lottery program for the past few years, and now the organization is expanding by launching an affiliate program with Income Access, offering cash to sites that refer Michiganders to gamble on the state-run website.
The Michigan Lottery provides an array of different lottery style games throughout the Wolverine State, including scratch cards, Powerball, Mega Millions, Keno, and other luck-based games. The group launched online lottery services in 2014 and have generated the fastest internet lottery platform in the United States, with more than $7 million in revenue monthly.
The move to expand further includes an agreement with Income Access, which will focus on players using mobile and desktop devices within state borders. Income Access will pay referring sites 20% revenue share if they bring in more than 20 new players per month.
Speaking about the agreement Michigan Lottery Digital Marketing and Analytics Manager Amanda Perkins said, "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."
Income Access CEO Lorenzo Pellegrino also commented, noting: "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."