Virginia Lottery to launch iLottery affiliate program with Paysafe's Income Access

Paysafe announced Monday an expansion of its long-standing partnership with the Virginia Lottery, which will see it use Income Access’ proprietary software and affiliate management services for its upcoming iLottery affiliate program.

The Virginia Lottery already uses Paysafe’s payment processing services. Income Access is Paysafe’s marketing technology and services provider.

The Virginia Lottery launched iLottery on July 1, 2020, the first day legally allowed in the state, and earned the distinction of the most successful iLottery launch in U.S. Lottery history with the highest online sales per capita in its first six months.

Adding to its comprehensive gaming portfolio, which includes scratch, draw based games, multi-state jackpot games, rolling and progressive jackpots, Keno and instant-win games, Virginia’s iLottery platform quickly shattered performance targets, recording $281.3 million in topline sales and contributing to total lottery profits of $349.7 million through the end of the calendar year. With the forthcoming launch of its Income Access-powered affiliate program, Virginia looks to build on that success by cultivating relationships with marketing partners in both the digital and retail space.

The integration with Income Access gives the Virginia Lottery access to a proven leader in supporting acquisition and retention efforts as affiliates will use the solution to craft more effective campaigns to promote the state lottery. In addition, Income Access’ team of iLottery affiliate specialists will provide strategic guidance in the implementation of tailored marketing initiatives to drive long-term growth.

For Paysafe, the deal represents an addition to the payment processing services that it has provided for the Virginia Lottery’s internet-based sales since 2016. The payment network allows players to make deposits through a variety of methods including debit card and ACH bank transfer via checking and savings account.

Tara Wilson, Chief Operating Officer at Paysafe’s Income Access, 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. 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.”

Kevin Hall, Executive Director of Virginia Lottery, said: “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, which is designed to drive customer acquisition and support our mission of raising revenue for Virginia’s K-12 public schools.”