SEGG Media has approved a new strategy for Lottery.com. The Lottery.com affiliate platform will connect licensed lottery operators across regulated markets rolling out in North and Latin America before expanding globally.

  • SEGG Media will transition Lottery.com to an affiliate-only model. The company said the platform will become its global hub for licensed lottery operators. The first affiliate partners are expected to be announced soon.
  • The rollout will begin in North and Latin America, in line with SEGG Media’s regional expansion plans. The company said the model allows faster entry into regulated markets with lower investment. It also keeps the option to operate directly in selected markets in the future.
  • SEGG Media cited research showing the global lottery market is expected to grow from USD 374.0 billion in 2025 to USD 396.1 billion in 2026. The online lottery market is forecast to reach USD 13.22 billion this year. The Lottery.com affiliate platform is aimed at benefiting from this growth.
  • SEGG Media said also the global affiliate marketing industry is expected to grow from USD 19.6 billion in 2025 to USD 24.7 billion in 2026. Within that market, iGaming affiliate programmes generate an estimated USD 4.3 billion annually across more than 5,400 active programmes worldwide. The company sees this as another growth opportunity for the Lottery.com affiliate platform.
  • SEGG Media outlined that lottery affiliate programmes can generate higher acquisition values than traditional lottery sales channels. The company also cited industry data showing that 12% to 25% of first-time lottery players later place a casino or sportsbook bet. This cross-selling potential is one reason behind the new strategy.
  • Chairman of SEGG Media, Marc Bircham, said: “By establishing Lottery.com as our global master affiliate platform, the brand becomes accessible across all regulated markets.” The company said it is now inviting licensed lottery operators to join the network.
  • SEGG Media was founded as Trident Acquisitions Corp. in 2016 and became Lottery.com Inc. after acquiring AutoLotto in 2021. The company rebranded to SEGG Media in 2025 as it expanded into sports, entertainment and gaming, while Lottery.com remained its gaming brand. Today SEGG Media is the parent company of Lottery.com, Nasdaq-listed  and operates a portfolio of digital brands that also includes Sports.com, Concerts.com, TicketStub.com and Veloce Media Group.

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