Lottery.com Plots U.S. Relaunch, Pivoting to Affiliate Model and a New National Rewards Program
Lottery.com is set to make its return to the U.S. market, but with a fundamentally different business model. The company’s new owner, SEGG Media Corporation, is relaunching the well-known brand as an affiliate partner for state lotteries, a strategic pivot away from its previous direct-to-consumer ticket sales.
A New Strategy: From Competitor to Collaborator
The core of the new Lottery.com strategy is a shift from competing with state lotteries to collaborating with them. The company is actively pursuing affiliate partnerships, which will position it as a marketing and customer acquisition channel for state-run lottery programs.
SEGG Media has already initiated formal discussions with the state lotteries in Pennsylvania, Michigan, and Virginia. These states were strategically chosen as initial targets due to their highly successful and established digital lottery programs.
“We strongly believe our shareholders will see the value in using the Lottery.com brand to support, rather than compete, with local retailers and state lottery associations,” said Gregory Potts, Chief Operating Officer of SEGG Media.
Capitalizing on a Booming iLottery Market
The decision to relaunch as an affiliate is a direct response to the explosive growth of the iLottery sector in the U.S. States like Pennsylvania, which surpassed $1 billion in annual online sales just two years after its launch, have demonstrated the immense potential of the digital lottery market.
By partnering with these successful programs, Lottery.com aims to leverage its globally recognized brand to drive traffic and new players to the state-sanctioned platforms, taking a commission on the players it refers rather than selling tickets directly.
A key component of the relaunch is the introduction of a new, nationwide rewards program. This platform is designed to increase player engagement and highlight the community benefits that are funded by lottery ticket sales.
The program will aim to create an ecosystem of unique experiences and promotions tailored for the lottery community, providing value to both players and the authorized retailers who are part of the state lottery systems. The rewards platform is set to debut in stages later this year.
Timing the Relaunch to Meet “Historic Demand”
The decision to accelerate the relaunch was directly influenced by the recent record-breaking Powerball jackpots, which generated massive public interest and brought a wave of casual and new players into the market.
“The excitement surrounding Saturday’s Powerball estimated $1.7 billion jackpot is exactly why we accelerated our timeframe to reintroduce the Lottery.com in the US market,” said Potts. “Reintroducing it now allows us to capitalize on historic demand, support the individual state lotteries, and deliver long-term value for our shareholders.”
The relaunch of Lottery.com under this new affiliate and rewards model is a significant strategic realignment for the brand. It represents a clear bet that the future of the digital lottery space lies not in disruption, but in partnership with the established, state-run ecosystems.
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