Over the past five years, U.S. casinos and lotteries have moved into the online space—from the launch of real-money iGaming brands in Nevada and New Jersey to the Michigan Lottery’s iLottery. A company that has been instrumental in supporting the digital diversification of casinos and lotteries is Income Access, which is part of the Paysafe Group. Its marketing technology and digital marketing services have enabled these companies to maximize customer acquisition for their new online properties.
Founded in 2002, Income Access was already a major marketing player in Europe when it entered the newly regulated Nevada and New Jersey iGaming markets in 2013. The company’s marketing technology allows casinos to track, report and optimize all acquisition channels for their digital brands—offline, online and mobile, including affiliate marketing sites.
The platform includes an Ad Serving tool whose targeting capabilities are invaluable to casinos focusing on acquiring customers within state boundaries. Geo-targeting down to a city level, the platform also allows brands to target customers according to time of day, device, browser setting and even language. Income Access is the single supplier of iGaming acquisition and affiliate marketing technology to the New Jersey and Nevada online gambling markets.
U.S. lotteries have also been moving into the online space over the last few years. In 2014, the Michigan Lottery launched its iLottery, and is today one of four state lotteries with an online offering. Earlier this year, Income Access and the Michigan Lottery launched the American lottery industry’s first-ever affiliate program.
As well as its technology powering the Michigan program, Income Access’ in-house team of affiliate managers manage it directly. The company’s marketing team also manages acquisition (media buying as well as affiliate marketing) for a range of other U.S. gaming brands, including WSOP.com in New Jersey and Nevada, and the New Jersey-facing CaesarsCasino.com and HarrahsCasino.com.
The company’s broader digital marketing services for the American gaming industry include search engine marketing, app store optimization, social media marketing and content marketing.
For more information, visit incomeaccess.com.
