The Virginia Lottery extended an existing partnership with Paysafe recently that will allow it to run its affiliate programs via the Income Access system. The Lottery plans on delivering more effective campaigns via these affiliate options.

New partnership takes shape

Paysafe, an integrated payments provider, announced the new extended partnership with the Virginia Lottery. The partners will now work in the field of affiliate marketing. Paysafe’s Income Access technology is set to power the affiliate program of the Virginia iLottery. Income Access COO Tara Wilson commented on the new agreement and said,

“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.”

The Lottery will utilize will take advantage of the proprietary software solution and affiliate marketing services from Income Access. It is already using Paysafe’s payment processing platform. Executive director Kevin Hall commented on the deal and said that the Lottery is always interested in improving upon proven partnerships. He said that their partnership with Paysafe has lasted for five years and a new deal will help them build upon a strong foundation.

iLottery is gaining prominence

iLottery was launched on July 1, 2020, and generated the highest online sales per capita in the first six months of operations. In the calendar year, it earned $349.7 million in profits which came primarily via its extensive gaming portfolio which includes instant win games, keno, scratch, and draw-based games, and rolling and progressive jackpots.

In less than one year, it has become one of the most successful online lottery platforms. However, it still aims to bring a higher number of customers. It is now launching an affiliate program designed around its existing support for marketing and management services. It also provides a competitive commission rate for every new client brought to the platform by the affiliates.