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Gambling in the USA

Michigan Lottery Launches Affiliate Programme with Income Access

Niji Narayan



Reading Time: 4 minutes

Affiliate programme, the first US-State operated online lottery to be propelled by the Income Access platform.

Montreal, QC. 8th January 2018 – Michigan Lottery, the company that offers numerous on-line and scratch-off games and prize prospects to the players has introduced an affiliate programme with Income Access, Paysafe’s marketing technology and services provider. The affiliate programme is a pioneer among US lotteries, and will be equipped through Income Access’ tracking and analytics platform.

Michigan Lottery holds the privilege of being a robust and well-flourished brand. Since 1972, the Michigan Lottery has donated over $21 billion to foster public education, and more than $900 million in the fiscal year, 2017. As a state agency with the potential to generate nearly $3 billion a year, they are well equipped to extend robust CRM and player retention programmes.

In 2014, Michigan Lottery enlarged their traditional sales to online game offerings. Every week the players get to win millions of dollars online in prizes, playing both draw and instant win games including Mega Millions, Powerball, Instant Keno, Cashword, and Queen of Diamonds to name a few. The iLottery net gaming revenue currently adds up to approximately $7 million through monthly games, Michigan Lottery thus claims to be the swiftest growing iLottery programme of its kind in the US.


The Income Access platform integration enables the members of the Michigan Lottery affiliate programme to advance one of the US’ most popular and prosperous iLottery brands. With the privilege of being a four times winner of the eGaming Review’s B2B ‘Affiliate Software’ award since 2013, the Income Access platform features futuristic ad targeting potentials based on geo-location and other criteria.

Through the incorporation of highly committed affiliate managerial support, the successful endorsement and promotion of the brand became very viable; with an in-house creative team charged with maintaining a consistent flow of new and custom assets, strong player incentives and affiliates with key resources aiding the promotion. One such instance being a 50% bonus credit on first-time deposits up to $100 free, which would reward a $200 purchase with a $100 bonus.

The affiliate programme will cap at 20% revenue share, based on 20+ player acquisitions per month.

Amanda Perkins, the Digital Marketing & Analytics Manager at Michigan Lottery, 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 programme given the company’s excellent reputation in the affiliate marketing space. 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, CEO of the 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.”

For more information regarding the partnership and programme launch, please contact Michigan Lottery.


About Michigan Lottery
Michigan Lottery claims to be the most triumphant iLottery launched in North America. With the merging of robust responsible gaming tools and resources, Michigan Lottery has put forward a successful portfolio of over 50 online Instant games since their August 2014 launch. In early 2016, they rolled out four draw-based games followed by the introduction of sophisticated payment and promotion solutions that incorporate significant retail base with the digital business. Michigan is very proud of the data-driven culture that has been created to enhance their online programme and it is the dedication of the staff and their commitment to delivering a great digital experience to Michigan Lottery players that keeps the digital business flourish.

About Income Access

Income Access is a technology company, founded in 2002 that affiliates 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.

Income Access was acquired in September 2016 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, Bet Victor, BGO Group, Caesars Interactive, Coral, Gala Interactive, IGT’s Lottomatica, Jackpotjoy, Lottoland, Pinnacle, PMU, Sportingbet, Stan James and TwinSpires.

Follow Income Access on Twitter/ LinkedIn/ Facebook / Press Room / Content Hub

About Paysafe

Paysafe is an advanced global provider of end-to-end payment solutions. Their core objective is to equip businesses and consumers to connect and transact uninterrupted via their industry-leading potentials in payment processing, digital wallets and online cash solutions. Delivered by means of an integrated platform, their solutions are propelled 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 throughout 200 payment types in over 40 currencies around the world. For more information, visit

Follow Paysafe on Twitter / LinkedIn / Google + /

Contact Information
Jaime Guerra
Affiliate Program Manager

NeoPollard Interactive


Amanda Perkins

Digital Marketing & Analytics Manager

Michigan Lottery

+1 5175806010

Email: [email protected]
Affiliate Page:
Affiliate Registration Page:


Nick Say
Communications Manager
Income Access, Paysafe
Tel. +1 5148498595
Email: [email protected]

Niji Narayan has been in the writing industry for well over a decade or so. He prides himself as one of the few survivors left in the world who have actually mastered the impossible art of copy editing. Niji graduated in Physics and obtained his Master’s degree in Communication and Journalism. He has always interested in sports writing and travel writing. He has written for numerous websites and his in-depth analytical articles top sports magazines like Cricket Today and Sports Today. He reports gaming industry headlines from all around the globe.

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Gambling in the USA

Stockholders of Eldorado Resorts and Caesars Entertainment Vote to Approve Eldorado’s Acquisition of Caesars

George Miller



Stockholders of Eldorado Resorts and Caesars Entertainment Vote to Approve Eldorado’s Acquisition of Caesars
Reading Time: < 1 minute


Eldorado Resorts, Inc. and Caesars Entertainment Corporation announced that, at separate Special Meetings of Stockholders, their respective stockholders approved certain actions in connection with Eldorado’s acquisition of Caesars. The transaction is expected to be consummated in the first half of 2020 and remains subject to the receipt of all required regulatory approvals, and other closing conditions.

Holders of over 99% of the Eldorado shares that voted on the issuance of shares of Eldorado common stock in connection with transactions contemplated by the merger agreement with Caesars cast their votes in favor, representing approximately 87% of Eldorado’s outstanding common stock as of the record date for the Eldorado stockholder meeting. Holders of over 99% of the Caesars shares that voted on the merger cast their votes in favor, representing approximately 76% of Caesars’ common stock outstanding and entitled to vote as of the record date for the Caesars stockholder meeting. Eldorado and Caesars stockholders also approved each of the other matters on their respective meeting agendas, including the Eldorado stockholders’ approval of the reincorporation of Eldorado from Nevada to Delaware subject to and promptly following the consummation of the merger.

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Gambling in the USA

Google allowing gambling advertisement in the US

George Miller



Google allowing gambling advertisement in the US
Reading Time: 2 minutes

We can say that Google is generally gambling-friendly and permits related advertisements in 30 different countries, but not the United States. At least, up until now.

However, it was recently announced that Google will expand the range of online casino advertisements in about 9 different states. Notably, in June, they have already launched several ads across Jersey, Nevada, and West Virginia on a trial basis. But now Google also signed an agreement with Indiana, Iowa, Montana, Pennsylvania, and Rhode Island.

Gambling advertisement in 2020
Google hasn’t yet announced an exact date of when the project will be officially launched. But many believe that it should happen at any time at the beginning of 2020.

Another mystery circles around whether online poker advertisements will also be included in the list of permitted gambling areas.

Regulatory requirements and restrictions
Google has imposed several regulatory conditions that include age verification and ‘the presence of responsible gambling messaging.’

If a gambling business trying to apply for licensing will fail any of the requirements, it will be restricted from any operation in the United States.

The regulatory hurdle, however, is not the only thing online casinos should be worried about. As cultural resistance is still quite high in certain parts of the country, thus it can give casinos a hard minute to find ad platforms that would be eager to post their advertisement.

A director of group acquisition marketing at Better Collective, Gavin Moore, said:
“This move for unblocking online casino ads in 2020 clearly establishes that Google is looking to take full advantage of the growing industry in the U.S.”

Moore also added:
“Awareness really is the keyword here. Google is giving digital betting operators and affiliates a huge potential reach and opportunity to get their brands in front of qualified, interested users.”

Breaking down channels of influence
Google Ads
Specialists believe that pay-per-click strategy won’t really work in this case, as those searching for online gaming websites already have an intention and know exactly what they are looking for.

Gavin Moore commented on this:
“It will prove crucial as an acquisition channel, as it gives an edge to digitally savvy operators and affiliates, as they will have the opportunity to fill the need of these searchers with their sportsbook, casino, or affiliate site. It gives advertisers the chance to place themselves front and center when a player is most likely to start playing online, and ultimately, be there at the micro-moment when it counts and determines where that player will go on to play online.”

Meanwhile, YouTube, operated by Google, would be a perfect place for affiliates to drive brand awareness and recognition among gamblers.

“So advertisers have the opportunity to spend huge budgets to put their ads in front of potential new customers who fit the bill, who are 21-plus, live in the legal states, and have shown an interest in gambling with their previous online behavior,” – mentioned Moore.

Google Display Network
According to Mr. Moore, that, again, would be the most prominent and easy way for operators and gambling websites to put a message right in front of their target audience.

This is a platform that will specifically allow developers to drive traffic to their mobile apps. Thus, it will be another great customer acquisition channel for operators and affiliates out there.

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Gambling in the USA

Yahoo Sports, BetMGM Launch Yahoo Sportsbook in New Jersey

Niji Narayan



Yahoo Sports, BetMGM Launch Yahoo Sportsbook in New Jersey
Reading Time: < 1 minute


Yahoo Sports has partnered with BetMGM and launched Yahoo sportsbook in New Jersey. Now players in New Jersey would have access to sports betting directly on yahoo sports.

“Today, Yahoo Sportsbook powered by BetMGM launches on Yahoo Sports allowing fans nationwide to view betting odds across a variety of sports. Users of legal age in the state of New Jersey can click through the odds to place bets on BetMGM,” Yahoo Sports said.

“The new offering gives sports fans a new way to enjoy the games they love, integrating sports betting opportunities into the Yahoo Sports app and desktop experiences. Yahoo Sportsbook powered by BetMGM elevates the experience for sports fans, getting them closer to the games they’re passionate about and closing the loop from content to transactions,” Yahoo Sports added.

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