Programme for UK-facing iLottery brand will be managed by Income Access in-house using company software and affiliate network
LiveLotto®, the UK-based iLottery operator and subsidiary of Beda Leisure, has launched a new affiliate programme with Income Access, Paysafe’s marketing technology and services provider. The programme will be managed by Income Access’ affiliate management team, which will grow the programme using the company’s affiliate platform and its Income Access Network, iGaming’s longest-serving independent affiliate network.
LiveLotto®, launched in 2015 and licensed by the UK Gambling Commission, offers players a unique low-stakes, quick-win lotto. An iLottery appealing to the digital generation and millennials among other player demographics, the brand’s main online lottery game runs live draws 24 hours-a-day, seven days-a-week, and provides players with the opportunity to win up to £25,000 from wagering only 10p. Additional features include in-play chat, social gaming and community jackpot games.
The site also offers a suite of leading instant-win games. These include Pariplay-powered titles such as Cops and Robbers, Atari Asteroids®, Mega Love, Cash Cuisine, and Royal Charms. All instant-win titles and the main LiveLotto® game are optimised for play on desktop, iOS and Android devices.
New LiveLotto® players receive 10 free entries when they deposit a minimum of £5, as well as free entry to the brand’s £5,000 jackpot giveaway.
Following the integration of the LiveLotto® affiliate programme with Income Access’ platform, which has won eGR’s ‘Affiliate Software’ B2B award four times since 2013, affiliates will be able to promote this leading iLottery brand. To accompany the programme launch, all new affiliates will receive 50% revenue share for their first three months of promotion, and between 25% and 35% thereafter. There will be no negative carryover and CPA deals are available on request.
Affiliates will also benefit from the programme’s management by Income Access’ team of affiliate managers, who have multiple years’ experience growing iLottery programmes. Through LiveLotto®’s integration with the Income Access Network, the brand will be connected to over 25,000 affiliates.
Benn Timbury, co-founder and CEO of LiveLotto®, said: “When looking to launch our affiliate programme, we listened to the affiliate community and many recommended Income Access. It’s a platform that they had already incorporated, and trust. We’ve had success offering LiveLotto® on national television and across digital media, and now wish to offer our unique product to affiliates.”
Lorenzo Pellegrino, CEO of Income Access and Digital Wallets at Paysafe, said: “We’re excited to launch our technology and marketing services partnership with a unique and innovative iLottery brand. LiveLotto® already enjoys high brand awareness in the UK market, and we look forward to continuing to grow its player base through a combination of our marketing platform, affiliate management and our affiliate network.”
For more information on the new affiliate programme, please contact LiveLotto.
LiveLotto® was founded in 2014 to develop an interactive online lottery and whom in 2015 became one of a handful of operators in the UK to hold a coveted UK Gambling Commission Licence to manufacture, promote and operate a UK Lottery.
The new game transforms this ancient method of soft gambling by delivering it direct to the screen of every smart phone and PC user that downloads the LiveLotto® App. Utilising state of the art software and real-life 3D effect draws, LiveLotto® has challenged the existing market by offering the lowest stake available at just £0.10p.
It also breaks with convention by making its community jackpot draws sales and not time driven, resulting in games being constantly drawn at all times of the day and night, 24/7/365.
About Income Access
Founded in 2002, Income Access is a technology company, affiliate network and digital marketing agency servicing the global gaming market, including regulated iGaming, social gaming, land-based casinos and online financial trading (forex, binary options). Through its award-winning marketing software and a partnership-centric approach, Income Access delivers comprehensive data and strategic insight on marketing campaigns across all digital and offline channels.
In September 2016, Income Access was acquired by Paysafe Group, the company behind the digital wallet brands NETELLER and Skrill. Income Access is partnered with over 300 gaming brands worldwide. These include: Betfred, Gala Interactive, Coral, Sportingbet, Sky Betting & Gaming, PMU, Jackpotjoy, Stan James, Bet Victor, TwinSpires, Caesars Interactive, PKR and Pinnacle.
Paysafe is a leading global provider of end-to-end payment solutions. Our core purpose is to enable businesses and consumers to connect and transact seamlessly through our industry-leading capabilities in payment processing, digital wallets and online cash solutions. Delivered through an integrated platform, our solutions are geared towards mobile-initiated transactions, real-time analytics and the convergence between bricks-and-mortar and online payments. With over 20 years of online payment experience, a combined transactional volume of US$48 billion in 2016 and over 2,300 staff located in 12 global locations, Paysafe connects businesses and consumers across 200 payment types in over 40 currencies around the world. Paysafe Group plc shares trade on the London Stock Exchange under the symbol (PAYS.L). For more information, visit: www.paysafe.com.
Affiliates can cash in as gambling in Canada continues to grow
Canada is in the top 10 gambling countries in the world, with statistic aggregators Statista concluding that 75% of adult Canadians are regular gamblers.
Sports betting has been prevalent in Canada for centuries. It is one of the nation’s oldest hobbies and the country’s first laws regarding gambling were passed in 1774.
It wasn’t until 1985, however, that the Canadian government determined that individual provinces could decide on their own gambling regulations.
Betting on single sporting events remained illegal but Pro-Line betting was introduced and natives could place sports parlay bets.
Fast forward to the present day and billions of dollars are being wagered on single sporting events every year.
According to the Canadian Gaming Association, punters in Canada are wagering $10 billion each year via illegal bookmaking operations, and another $4 billion per year is wagered through offshore online betting sites.
Canadian bettors are free to access bookmakers that are based overseas, and there they can place single sports bets or parlays, as well as enjoying casino games including slots, roulette, blackjack, baccarat, and poker.
Leading betting sites such as Bet365, Betway and 888sport accept players from Canada, as well as casino-first products like LeoVegas.
In 1997, Sports Interaction was founded, becoming the first online sports betting site to be set up and licensed in Canada.
Players can use common banking methods such as Visa, MasterCard, Paysafecard, MuchBetter, EcoPayz, Interac, iDebit, and Instadebit for gambling-related transactions.
Some bookies are even beginning to accept Bitcoin, which opens even more doors for online gambling in Canada and will only aid the already rapid growth of betting in the Great White North.
All of the most-watched sports in Canada are available to bet on with the major sportsbooks. Thousands of bets are available every day, with live betting and the cash out function being put to use.
The NFL, NHL, NBA and MLB are all hugely popular among Canadian bettors, while soccer, tennis, horse racing and UFC attract a large number of wagers too.
The opportunity for affiliates to make the most of this meteoric rise has never been better. With more and more punters moving away from provincial lotteries and turning towards online betting sites for better odds, more markets, live betting, and lucrative sign-up offers, player acquisition is sure to be a priority for bookies that accept Canadian players.
Education must also be a focus for sportsbooks and casinos. There is plenty of desire for online betting solutions in Canada, but not all punters are aware of the options available to them.
The consensus within the industry is that the current legislation surrounding gambling laws in Canada is outdated.
There have been efforts to push for an amendment that would allow the full legalisation of single-game sports betting via bookmaking operations based in Canada, but until then, it is fair game for offshore bookies to take advantage of their supply and demand leverage.
How affiliates are helping to shape US sports betting
With the potential for the US online sports betting market to dwarf that of any other, domestic and international gambling operators are continuing to flock to the newest regulated states with dollar signs for eyes. But talk to those within the industry and it’s, in fact, sports betting affiliates who stand to profit most.
This piece explains the reasons for this, how affiliates are helping to get the market off the ground and the likely challenges that lay ahead for affiliates seeking a piece of what is set to become a very lucrative pie.
A whole new era
No longer are US citizens subject to the murky waters of unregulated betting at offshore sites.
The decision of the US Supreme Court to strike down the Professional and Amateur Sports Protection Act (PASPA) in May 2018 has paved the way for regulated sports betting to be introduced on a state-by-state basis.
What was once an obscure market of underground and unlicensed betting, is now home to online sports betting operators looking to get a footing in newly established online markets. In turn, offshore sites are becoming redundant and will slowly but surely be eliminated.
The role of affiliates in this process is not overlooked. Guiding US gamblers to safe and secure online gambling sites is paramount to US operators vying to secure new customers and that crucial first deposit.
The bedrock of US sports betting
While there has been great fanfare around legal sports betting in the US and relative success in certain states, speak to some sports fans and they’ll still be none the wiser regarding the sports betting opportunities now available. Or, owing to the length of time the activity was prohibited, there will be reservations, naturally.
Either way, this is a concept the US people are still getting to grips with. Despite the early success enjoyed by New Jersey and Pennsylvania, the industry is still getting off the ground and very much in its infancy. But whether online sports betting would have reached the heights it has already without the work of affiliates is a question well worth asking.
Among a brand new market in which gambling operators are having to make themselves heard above rigid laws and regulations, and consumers are not too sure which way to turn and, significantly, who to trust, affiliates are playing a vital role in raising awareness and educating consumers.
Crucially, it is online affiliates who are assisting in helping to pull players away from the offshore scene, which has effectively held a monopoly of the industry for a number of years and guide them toward the safety of legal gambling sites.
Affiliates are also acting as an intermediary between states erring on the side of caution before committing fully to online gaming, and budding bettors still unsure about the benefits of legal gambling and how the best online sportsbooks come to be.
With change comes a challenge
Evidently, there are issues affiliates are having to contend with along the way. Of which, the biggest comes in the shape of acquiring the necessary licenses needed to make money in each individual state.
Worth pointing out is the fact the licensing process in every state follows no clear pattern. Each has its own unique framework in place with varying operators, meaning no two states are the same. Essentially, the US market equates to working with 50 different countries which prevent affiliates from moving as quickly as they would like. Not to mention the compliance hurdles that need clearing.
In addition, the legalization of sports betting has opened the door for well-known media companies to enter the fray, raising the proverbial bar in terms of competition. Given the enormity of a market destined to stretch across the country, the potential for success is there for everybody, from the giants of the affiliate network to the one-man-band out there.
Land of opportunity
An aggressive market going forwards is without question, as is the likelihood of having to clear yet more obstacles.
But given the industry is only just getting started, and more states are still to legalize sports betting, all affiliates, no matter how big or small the operation, will believe they are in the race.
And why not? As yet, this is an industry with no established order where everything is up for grabs. Providing affiliates know their intended markets inside out and have a strategy in place to deliver the best content in the industry, the US market presents a golden opportunity for all.
PartnerMatrix powers TotoGaming Affiliate Program
EveryMatrix is delighted to support the launch of TotoGaming Affiliate Program through its PartnerMatrix Affiliate Management solution directly integrated with TotoGaming’s current platform as a 3rd party.
Through PartnerMatrix, TotoGaming Affiliates provides flexible commissions structure, an easy-to-use and friendly interface, plenty of marketing tools, support for attractive bonuses and promotions and constant expert guidance.
Furthermore, PartnerMatrix simplifies affiliate managers’ operational efforts through in-depth reporting with real-time statistics, accurate tracking of the impact of promotions, allowing them to easily manage data, payment plans, marketing tools, and affiliate settings from a single location. The back-office in PartnerMatrix is highly focused on both administrator and affiliate comfort and it gives the opportunity to reach each angle of the promoted brand.
Victoria Poghosyan, the Deputy COO on Commerce at TotoGaming said: “As we already have a leading position in the Armenian market both as an online and land-based gaming operator, it was inevitable to extend our services further, therefore we designed a program that will cater the interest of our affiliates at best. Our partnership with PartnerMatrix came naturally since we pursue the same goal – to make affiliates successful through excellent campaigns.”
Levon Nikoghosyan, PartnerMatrix CEO, added: “We’re thrilled to be TotoGaming’s choice for their affiliate platform and looking forward to strengthening this partnership in 2019 as the companies continue to grow together. PartnerMatrix has now considerable expertise in optimising the affiliate channel and leverages its market-leading platform to help operators launch and manage successful affiliate programmes.”
PartnerMatrix is continuously innovating to benefit both operators and affiliates. The platform recently made available features such as Reactivation Rewards for affiliates, Server to Server (S2S) tracking that improves the accuracy of the conversion, and Player Segmentation for better optimization of the affiliate rewards. PartnerMatrix also delivers feeds and APIs for affiliates to obtain reports and data automatically.
About TotoGaming :
TotoGaming is a reputable iGaming operator, partnered with Digitain, providing betting opportunities to players across multiple sports betting and online casino products during last 15 years. TotoGaming’s in-house 400 traders cover 65 sports, 7500 leagues, 3000 betting markets, 40 000 pre-match monthly events, 30 000 real live monthly events. The Live Casino and online casino cater for various slots and games. The variety of excellent gaming experiences are supported by a superior customer support service and care for players. TotoGaming is headquartered in Yerevan, Armenia.
EveryMatrix delivers a modular and API driven product suite including a market leading one-stop shop casino content aggregator and integration platform, a cross-product bonusing engine, a fully managed sportsbook and sport data services, a stand-alone payment processing product, and a multi-brand affiliate/agent management system.
To offer the services required by operators, the EveryMatrix products work together as an entire platform or independently and can be easily integrated with existing platforms to accommodate different types of clients from bookmakers to lotteries and, from existing large operations to newcomers.
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