Online lottery affiliate programs have taken longer to become popular, but it is only a matter of time before more lottery players stop buying their tickets from the store and purchase them online with their computer or mobile phone. Using online lottery affiliate programs you can promote lotteries to players in a few formats either with a separate online lottery network or from buying real tickets from some of the largest lottery programs in the world including Euro Millions, Mega Millions and Powerball.
This online lottery business is growing every day with more players buying their tickets online from around the world.
Lottery, a growing industry
Why do so many people from all walks of life like to play lottery games?
Without trying to get into the field of psychology, most people play lotteries in the hope of winning life-changing prizes for a very small monetary investment. The most obvious and common prize is cash; however, lotteries also award a wide range of secondary prizes. It is possible to win the lottery without winning the jackpot.
Economic benefit aside, playing the lottery does not require learning complicated rules or developing strategies, it is the same way it was played in its beginnings. The lottery is an easily understandable game, certainly more understandable to the masses than betting on other types of games of chance, so for many, playing the lottery is simply a form of entertainment.
Now, with digital channels, the lottery game is becoming more and more popular. The ease of being able to play the lottery anywhere and at any time has led to accelerated growth in the sector. According to research and markets, the global online lottery market is projected to grow at a CAGR of 0.42% during the period 2022-2027.
Although online lottery had been gaining popularity for some time, attracting audiences from different age groups and walks of life, this popularity accelerated in the last two years, when government regulation of isolation led to an increase in demand for all types of online games, which so far has shown no signs of slowing down in the short to medium term.
The online lottery has created a different category of games than the traditional lottery and this diversification of virtual games is escalating the growth of the online lottery market.
Moreover, with mobile application-based lottery games, people can play the lottery wherever or whenever they want. As long as they have a tablet or a smartphone and an internet connection, then they can play the lotto with the click of a button.
Another thing that adds to the popularity of online lotteries is that the games have a wide variety of features. There are a wide variety of options available to players, from single-player games to multi-player games, instant win games, and scratch cards, which offer instant gratification, etc.
And online lotteries are not limited to just one lottery. They come in all shapes and sizes. From national lotteries to international lotteries offered by different nations whose jackpots, the winning amounts are unimaginable.
There are also social and cultural aspects involved that have an impact on the growth of the lottery industry. Unlike casinos and sports betting, there’s no social stigma attached to playing the lottery. Furthermore, national lotteries are even considered trusted institutions that contribute to good causes.
On the other hand, operators have also been working hard to extend their financial reach. Investing in digitization and advanced technology to take advantage of the lucrative opportunity, improving its rewards scheme and generating greater incentives for bettors, and looking for new ways to reach more audiences, for example, the women and youth sector.
Another factor, on the part of operators, positively influencing the growth of the industry is the enhancement of promotional strategies to include affiliate marketing.
With fewer restrictions compared to conventional marketing approaches, lottery affiliate programs have become an effective platform for product promotions and advertising for online lottery providers.
How Does Online Lottery Work?
To play the online lottery, it is necessary to be of the minimum regulatory age to be able to bet online. Next, you need to choose an internet gambling platform that is licensed to operate and offers an indispensable security framework for customers.Of course, you must play responsibly.
Most online lotteries are run by private companies rather than governments, but they still offer many of the same advantages. These businesses operate as intermediaries between you and the game, so you can still buy entries for the official government lotteries.
In online lotteries, you can choose from a variety of different games instead of a small group of popular games as in the traditional lottery. Legitimate lottery websites offer security measures to ensure that your transactions are safe. They have SSL encryption and trust logos to help you determine whether they are trustworthy.
There are three ways to play the online lottery. You can purchase tickets through:
- Official Lottery Sites
- Online Lottery Agents
- Lottery Betting Sites
Official Lottery Sites
An online lottery site is a website that enables players to wager on both national and international games as well as buy genuine tickets.
Online lottery sites also provide the greatest international lottery draws and jackpots, so you don’t have to wait for one weekly draw while playing around the clock in multiple draws.
Usually, you must be in the same state or country where the lottery operates.
Online Lottery Agents
The online lottery agents work as ticket resellers. They are middlemen who buy tickets on your behalf and send you a scan of your ticket. They add their service fee to the actual ticket price. You pay a little bit more than the ticket price, but driving, taking the train, or flying thousands of miles to buy tickets for different international lotteries doesn't make much sense.
Through this service, clients can acquire tickets for some of the world’s biggest games, Powerball, Mega Millions, EuroMillions, EuroJackpot, big American and European games, and many other countries from the comfort of their own homes and mobile phones.
Some lottery agents’ ticket prices are slightly more expensive because they need to cover the costs of purchasing the actual tickets, scanning them, and storing them for safekeeping. The good thing about this is that since the lottery agents charge a processing fee, already included in the ticket price, they can operate without taking any commission from what customers win, no matter how big their winnings are.
If you are wondering how these sites work, these companies have satellite offices spread around the world and employ local representatives in various jurisdictions, who go out and purchase tickets on your behalf from an official operator, and then send you verification via email once the purchase is complete.
Also, you can choose not to buy the tickets physically through the lottery agent but choose your numbers online. In this case, the lottery agent has insurance to win, and the insurance pays the customer in the event of a win.
Many online lottery agents use a scanned ticket system to prove that you are receiving precisely what you are paying for.These systems allow you to view a scanned digital copy of the ticket that the agent has purchased on your behalf. This scan is usually done right after the agent has purchased your ticket for you and is generally viewable on your online player profile on the website.
Some agents may not use the scanning system, but simply email an official receipt once you have ordered your ticket. This works just like scanning your ticket, as you can use it as proof that you have purchased it and own it.
Typically, small jackpots can be claimed via their agency’s online site, but in the event, you win a large jackpot you can expect to be contacted by the agency to discuss the protocol for claiming your winnings. The reason for this is that lottery agent websites rely on the actual lottery operators to pay out your winnings if you win.
Using an online lottery agent is usually the best option if you want to buy an official ticket for a lottery in a foreign state or country.
Lottery Betting Sites
Another option players have for playing the lottery online is through lottery betting sites. It is an organization that takes a gamble on the outcome of a lottery and pays out in proportion to your investment. These websites don’t buy tickets for you.
In short, lottery betting is placing a bet on the result of a draw instead of buying an official ticket to it. Bets are placed on the lottery numbers that could be drawn.
You select numbers in the same way as when you buy a lottery ticket and bet that those numbers will be drawn. Your bets are compared to the official lottery results and, if your numbers match, you will have winnings equivalent in size to what you would have won if you had purchased a ticket in the official drawing.
Winnings are paid according to the amount equivalent to the prizes distributed by the official lottery operators. You will receive your smaller prizes shortly after the draw results are published. However, large prizes and jackpots will be paid out after a standard verification process. The betting service pays the insurance company a fee for each bet to offset the risk of winning a large lottery prize, essentially placing an insurance policy on each bet.
As an independent service, on lottery betting sites ticket prices are usually the same as those found in brick-and-mortar storesor everat lower ratesAnother advantage of being independent of the official lottery operators is that companies can provide special offers and promotions, such as double jackpots and other promotions that online lottery operators simply cannot offer.
Is It Safe to Play the Lottery Online?
Legitimate lottery sites have certain security measures in place to ensure that daily transactions are safe from malicious prying eyes. Websites usually have SSL encryption, but those that have other trust logos on their websites get more bonus points.
As for payment guarantees, legitimate lottery sites are also regulated by gambling commissions. If you play with an online lottery service licensed by a gaming authority, you have nothing to worry about. These companies are contractually bound by the law to pay out your winnings.
That way, if you win secondary prizes through a lottery agent, the company will claim the winnings on your behalf. After obtaining a receipt from the official lottery operator, the winnings are immediately transferred into your account for withdrawal. Larger prizes, such as a jackpot and some similar prizes, may require winners to retrieve their winnings in person from the official lottery operator.
With a lottery betting company, smaller winnings are immediately transferred to your bank account from the money they generate from sales. In the case of jackpots, lottery betting sites have insurers that are responsible for paying out winnings to players, which may take several weeks to process, as winnings must go through the insurance company, the lottery betting company, and then finally to your account.
What Is a Lottery Affiliate Program?
Online lottery is an extremely lucrative segment of the gambling industry: grossing over USD 5821 million in 2022, it accounts for almost half of the total value of the global gambling market.
Many people can get a good bite of that cake online, and without even buying a ticket. It needs a website, a little marketing work, and a good lottery affiliate program to partner with.
Affiliate marketing is a widespread advertising method that has proven to be very successful in attracting new customers and increasing online sales.
In affiliate marketing, there are usually two participants: an advertiser/merchant, that is the one who provides the offer, and an affiliate or publisher who promotes it. The relationship between affiliate and merchant is symbiotic. Both affiliates and advertisers benefit from having an affiliate partnership with each other.
Also, in affiliate systems, there are times when there is another figure, the affiliation platforms. They are intermediaries between advertisers and affiliates, that is, they are the ones who provide the affiliate programs, the infrastructure, and software through which communication is generated, the commission payment systems between advertisers and affiliates, etc.
Affiliate marketing involves recommending products or services by sharing them on a blog, social media platform, podcast, or website. The affiliate earns a commission each time someone buys through the unique link associated with their referral.
That said, the lottery affiliate program is a type of performance-based marketing in which a lottery rewards its affiliates for each player brought in by the affiliate's marketing efforts.
With the affiliate program strategy, online lotteries can offer their games to a much wider market in a cost-effective way. They can get more potential players without having to increase their marketing budget. Affiliates can be better at creating copy and reaching segments because even if a lottery has great games if they are not properly advertised and promoted to the right target group, they will not reach their full potential.
Affiliate programs enable a lottery to expand its reach.Even if a sale is not made, inbound links will increase the number of visitors to the lottery’s website. The links also act as a great way of increasing brand recognition.
And for publishers, online lottery affiliate programs can be an unparalleled opportunity to achieve huge profits by advertising various products.
Like many other verticals, lotteries have turned to affiliate marketing to increase their revenue by offering excellent commissions. Online lottery operators offer impressive revenue share plans and extraordinary conditions to their partners.
A good online lottery affiliate program offers you the opportunity to participate in a company where the business potential is unlimited, your market is worldwide, you can introduce members from all over the world and a solid support system backs you up.
How Does a Lottery Affiliate Program Work?
Lottery affiliate programs may be linked to one or several online agencies and ticket-selling websites. As an affiliate of a lottery program, you will be promoting a certain platform within the lottery world. When someone uses your content to sign up for the respective opportunity, you’ll be rewarded in the form of a commission.
There are affiliate programs linked to various ticket sales websites, which give affiliates access to a wide range of monetization opportunities for each of the websites represented, allowing a potential affiliate to choose the format and promotional opportunity that makes the most sense in the context of their online presence.
To participate in the lottery affiliate program, you must register on the website. Once approved, you can promote any of the products available on the platform and earn commissions based on the sales you make.
There are several types of commissions available. Among them are CPA commissions, revenue share, and hybrid opportunities. Some sites also pay a commission for attracting new affiliates to the program.
In addition, if your application is approved, you will be able to access specific sales materials to promote products from the lottery’s website.Banners and other marketing tools are available for placement on your affiliate website, blog, or social media profiles.
One of the biggest advantages of an affiliate program is the fact that you can track the activity of referred players. The operator provides you with tools that allow you to view statistics even in real-time.There are also traffic and sales reports that allow better examination of current and past performance.
Many programs give affiliates access to a digital dashboard upon enrollment. The dashboard ensures access to analytics tools, reports, and other important provisions to make tasks easier.
Some operators may even provide you with customized materials if negotiated, meaning you will receive promotional material that best suits your campaign.
So, what do you need to join a lottery affiliate program? Very little. You need to look for a good lottery affiliate program, in doing so keep in mind that legitimacy is important, and so is the size of the commission. The rest is really up to you.
Affiliate Reward Methods
Let's talk about the most exciting part of an affiliation agreement for the affiliate. That’s right; we are referring to the commission. How does the online lottery affiliate program pay you commissions?
Online lottery affiliate programs generally operate with one, two, or all of the following affiliate structure commissions:
- Revenue Share Revenue Share
This is a percentage commission paid on the net gaming figure, which is calculated based on deposits, less the lottery operator's costs on the total sales of a qualified referral, usually for a lifetime.
Revenue Share is an excellent payment model for affiliates who are looking to establish symbiotic and long-term business relationships with the brand whose products or services they promote. It’s also the most common commission model for affiliate programs as it carries the lowest risk for them.
In most lottery affiliate programs affiliates have lifetime revenue share rights to their referred player. This means that you will earn money every time someone signs up through your affiliate link and continues to buy tickets in the future.
According to our research, this revenue share percentage is typically set between 25% and 40%, depending on the number of sales generated per month, and the commissions are structured in various tiers. Just as an example, for purchases of up to $1,000, the commission is 25% of revenue. In the $1,001 to $2,000 bracket, the commission is 30%. For sales from $2,001 to $3,000, the commission is 35%. For sales over $3,001, the commission rate rises to 40%. Top partners can expect even more beneficial conditions in specific cases.
CPA stands for cost-per-action, which can also be referred to as cost per acquisition, or pay per action is a fixed amount that is paid on a one-time basis when a trigger occurs, such as the first time a new player makes their first transaction.
CPA is a way to get fast and steady cash. It’s generally accepted that affiliates like to work on a CPA because they get their earnings as soon as the first deposit is triggered.
The downside to this type of commission is that since it is a one-time payment unless you keep sending new players each month, you will not earn anything, as you will not receive any commission from the income of your players' future deposits.
Again, according to our research, the payment per new active customer ranges from $35 to $45. The CPA also depends on whether the brand operates as a single-ticket site or whether it operates on a subscription basis. The CPA payment is lower in sites that operate as a single ticket, as opposed to a subscription where they are higher.
This commission model is a combination of the two previous methods of calculating payouts. This method combines CPA for quick cash and Revenue Share for lifetime income all in one.
As the CPA model is much more interesting for the affiliate if they need the money immediately and operators prefer to pay affiliates as the money is spent by the player throughout that player's lifetime, then a hybrid arrangement can be a good option for both the lottery affiliate program and the affiliate because it is a middle ground solution.
Some affiliate programs also pay an additional commission for bringing new affiliates into the program.
Finally, if you feel that the commissions offered by a certain program do not satisfy you and you still want to promote the operator's brand, you may consider sending them your proposal and the reason for their approval. In many cases, you will find that the operator will agree to work outside of their standard agreement if it means they will get new players.
Advantages of a Lottery Affiliate Program
There are many reasons in favor of joining an affiliate lottery program over being an affiliate of other companies.
Here are some key advantages to becoming a lottery affiliate:
- Global Reach
- Low Competition
- Easy Promotion
- No Negative Carryover
- Stable Income
- High Player Retention
- Specific Regulations by Country
Partnering with a lottery affiliate program makes you a part of a worldwide marketplace, where trillions of dollars are spent annually on lottery tickets. Lottery affiliate programs have a global reach, their brands can operate in hundreds of countries.
Being a lottery affiliate is much more profitable than other gambling affiliate sites such as casinos, poker, sports betting, and bingo because fewer online lottery brands are competing for the same market.
Online lottery is a relatively new business and many government lotteries around the world are only just moving online. The smaller number of lottery websites means that lottery-related keywords are less competitive than others in the gaming industry, making it an easier niche to monetize.
Moreover, the competition is not only between gambling brands but also between affiliates themselves. With a larger number of affiliates in casino and sports betting programs, it is harder for a newcomer to gain a foothold and if they do succeed the competition between affiliates can become tense and it can be difficult to earn a decent monthly commission. In the case of lottery affiliate programs, the low competition means that there is a much better chance of promoting lottery products and services and generating good earnings.
If you can establish yourself as a key player, the lack of competition compared to sports betting and casino gaming can make this vertical one of the most lucrative types of affiliate marketing within iGaming.
Many online lotteries around the world offer large prizes and are easy to enter from any location, this enables affiliates to easily promote numerous products to specific audiences with high conversion success and without geographical limitations.
No Negative Carryover
Lottery affiliate programs don’t use negative commissions, which means that the operator does not deduct the money earned by the players you refer from your earnings, as is often the case with companies in industries such as casinos or sports betting.
In some casino and sports betting affiliate programs, it applies that when the player wins money with their plays, there is a negative balance against the operator, which must be compensated with new commissions generated by the affiliate.
Regardless of whether a player referred by you wins a prize or not, you win money. The outcome of the draw does not concern you.
The lottery is a game that is characterized by the loyalty of the players. In other words, when someone decides to play the lottery, it is not to quit after a month. So, if you refer to a player who decides to open an account and play, they will certainly not quit after a few months. And your commissions are indefinite, as long as the players referred by you participate in the lotteries, you earn money.
If you manage to send a high volume of traffic to the affiliate site, you earn a residual income for the rest of your life.
High player retention
Online lottery operators are doing everything they can to enhance the gaming experience for their clientele, making the game exciting in the online space for all players. Some lotteries to retain customers provide discounts for continued play and special offers.
Specific Regulations by Country
Generally, limitations due to country regulations are minimal if the ticket purchase is made through an online lottery agent or lottery betting service. This greatly benefits the affiliate, as they have a wider market to target.
The only possible restrictions would be those that the payment method may impose in some countries. However, lottery companies usually offer a wide variety of payment methods, including virtual currency.
What's Next After Joining a Lottery Affiliate Program?
As in any other business, success in a lottery affiliate program depends on your performance. It takes in-depth knowledge, detailed planning, and consistent effort to generate significant income.
Becoming a high-earning or super affiliate, as they are called, does not happen overnight. Just joining an excellent affiliate program is no guarantee of success as an affiliate. You must learn how to promote your affiliate links to get sales. This is probably the hardest part of becoming an affiliate: learning how to promote your products and sell them successfully.
In short, after joining an online lottery affiliate program you must promote the products and services offered by the affiliate brand. Therefore, there are several things you should pay attention to.
Among others, we could highlight the following:
- Create Great Content
- Update Your Content
- Stay Informed
- Contact Your Affiliate Manager
Create Great Content
Content is the cornerstone of any affiliate marketing campaign because it sells your affiliate product. After all, affiliate marketing works by using different content platforms to draw the audience's attention to a site, service, or product.
High-quality content, therefore, is content where your affiliate links are a natural fit. Since you are selling lottery services you can write a useful, interesting article about lotteries and add affiliate links. According to experts, quality content created specifically for your intended user increases site traffic, which improves your site's authority and relevance.
In addition, high-quality content is a solid strategy to rank high on search engines to boost your web presence and acquire organic and free traffic.
Update Your Content
If you are not new to affiliate marketing and have worked with other programs before, you probably have old content that you want to pair with your new lottery affiliate links, although you can do this, you should think about what new content you can create around your affiliate program´s products.
In other words, spend time and effort planning your campaign and marketing, and then continually work to reach the best target audience.
Information is power. Merchants want to differentiate themselves from their competition as well as affiliates, so whenever applicable the program will offer you exclusive offers, materials, and/or promotions giving you the advantage of converting more sales.
With a managed affiliate program, keeping up with the latest promotions and updates is fairly easy. Typically, the program will send you a monthly email with offers or bonuses for you to promote to your audience. You can also check the news page and newsletters for the latest promotions, as well as all the current topics on the affiliate program's website.
Contact Your Affiliate Manager
No matter what business you are in, it’s always great to have someone on your side, and this is especially true in the world of affiliate marketing.One of the biggest benefits of working with a managed affiliate program is having a dedicated affiliate manager.
Having an affiliate manager who has great relationships with operators gives you a strong starting point. An affiliate manager should be able to reach out on your behalf to an operator and negotiate special deals, when applicable.
In addition, your manager can help you maximize your earnings potential with guidance, suggestions, and even insider news about the company and program.
One last word, with these working methods in place, there is no reason why you can't earn a significant income per month as an affiliate. However, if you want your lottery affiliate business to be your main income, you have to continually track, tweak and test your affiliate strategies to achieve your goals.
The Future of Lottery Affiliate Marketing
Online lotteries are a multi-billion-dollar industry that not only benefits the business sector but also social groups. In many countries, lottery earnings are used to finance the health and education sectors, especially those run by governments. Therefore, it is in the interest of many people that the online lottery continues to thrive.
With the development of new lottery applications and gaming options, this market is expected to grow even more. Companies are expanding their investment in research and development to optimize user-friendly online games, in addition to expanding their gaming portfolio with mergers and acquisitions.
New dynamics await the online lottery due to the increasing transition to the online platform and the trend towards diversification, such as sports betting. Many only lottery operators havebeen authorized to provide support to online sports lottery betting like soccer, golf, auto racing, football, baseball, basketball, boxing, hockey, and others. The support is anticipated to present new growth opportunities for the market.
With this diversification, we see not only has the popularity of the lottery game expanded, but it has changed the way it is played, won, and experienced. But innovations and new features and products also bring with them the need to make them known to the public to sell them.
Affiliate programs have so far proven to be one of the most effective promotional strategies. The growth of the economic sector they serve suggests that shortly these affiliations will not only continue to grow stronger but will also scale to position themselves as an important online business within the profit-sharing sector to position themselves as an important online business within the profit-sharing sector.
The key to the latter perspective lies in the sustainability and profitability guaranteed by booming and highly promising verticals such as casinos, poker, bingo, sports betting, and above all online lotteries.
Whatever the type of game or betting modality the lottery adopts, affiliates will always be the main allies to help attract customers.