Lottery.com’s board of directors has approved a transition to an affiliate model – establishing itself as a central hub for lottery affiliate operations.
Lottery.com is moving towards an affiliate model after its board of directors voted to approve the transition, which will position SEGG Media as the master global affiliate platform.
By establishing Lottery.com as the central hub for local lottery affiliate operations, SEGG Media is accelerating its international expansion.
The initial rollout will prioritise licensed lottery operators in North and Latin America, which aligns with SEGG Media’s previous announcement on priotising investments in international gaming markets, starting with Mexico.
The company said by selecting these regions, it allows Lottery.com’s affiliate network to launch in step with its broader regional growth strategy and create a scalable framework before expanding to additional regulated markets globally.
The global lottery industry was valued at roughly $374.0bn in 2025 and is expected to reach $396.1bn in 2026, growing to $596.5bn by 2033, according to Grand View research.
Affiliate marketing is one of the primary acquisition channels for regulated lottery and igaming operators, often delivering higher commercial value compared to other industries.
Data from Track360 found the global affiliate marketing industry generated approximately $19.6bn in 2025 and is forecast to reach $24.7bn in 2026 – a 26% increase year-on-year. The igaming industry is the second biggest vertical for affiliate spend, generating roughly $4.3bn a year across more than 5,400 partner programmes.
Reseller programmes pay affiliates five to ten times more per acquisition than direct-to-consumer state lottery channels, reflecting a higher gross margins and reduced competition in the sector.
Marc Bircham, chair of SEGG Media, described Lottery.com’s move to an affiliate model as “highly strategic”, noting that the exact-match domain offers instant recognisability and clarity for consumers.
He said: “By establishing Lottery.com as our global master affiliate platform, the brand becomes accessible across all regulated markets, supporting licensed operators worldwide rather than being confined to specific regions.
“Just as importantly, this structure gives the company the commercial flexibility to enter selected markets directly as an operator where opportunities align with our long-term strategy, while continuing to leverage the global strength and recognition of the Lottery.com brand.”
