Integrated payments provider Paysafe announced today its partnership with the Virginia Lottery expanded to the field of affiliate marketing expertise, as the lottery will leverage the processor’s technology and service provider Income Access.
“By expanding our partnership with a brand that has the history and reputation of the Virginia Lottery, Paysafe is showing a commitment to nurturing business relationships and being a full-service solutions provider.”
Tara Wilson, COO, Income Access
Affiliate Marketing Technology and Services
According to the deal, the Virginia Lottery will take advantage of the proprietary software solution and affiliate marketing services provided by Income Access, besides Paysafe’s payment processing platform the lottery has already utilized.
“The Virginia Lottery is always pleased to build upon existing, proven partnerships. We have had a solid relationship with Paysafe for the last five years and now, with the expansion of its product offerings through the capabilities of Income Access, we look forward to building upon this foundation through our affiliate program…”
Kevin Hall, Executive Director, Virginia Lottery
Launched July 1, 2020, Virginia Lottery’s iLottery generated the highest online sales per capita in its first 6 months of operations and is recognized as one of the most successful online lottery platforms, yet efforts aimed at attracting new customers never end.
Targeting new player acquisitions, the lottery is offering an affiliate program, built around ongoing support in terms of marketing materials and management services, paying a competitive commission rate for each new client channeled to its operations.
For the calendar 2020, the Virginia Lottery’s iLottery platform exceeded performance targets recording $349.7 million of profits, supported by its gaming portfolio comprising of scratch and draw based games, multi-state, rolling and progressive jackpot games, Keno and instant-win games.
Successful Business Relationships
Powered by the technology from Instant Access, the upcoming launch of the Virginia Lottery’s affiliate program would be the next step of the lottery to consolidate its position built on successful business relationships with marketing partners in both online and retail.
“This agreement also builds on Income Access’ growing presence in the U.S. iLottery market, where we’ve enjoyed strong collaborations and look forward to working with the Virginia Lottery to position it for long-term success in the affiliate space.”
Tara Wilson, COO, Income Access
Income Access, Paysafe’s technology and services provider and two-times winner of EGR B2B Affiliate Software Supplier Award, will ensure the Virginia Lottery has access to its proven acquisition and retention solutions to be able to devise more effective promotional campaigns for its products.
In addition, Income Access’s team of affiliate specialists will guide the lottery in its tailored marketing implementation initiatives with the goal of achieving long-term growth.
In December, Income Access entered into a similar partnership deal with Isle of Man-based eSports betting platform Luckbox.