SEGG Media is transitioning Lottery.com to a fully affiliate-based model. Instead of operating lottery sales directly, the platform will become a global hub connecting licensed lottery operators with players across regulated markets. The rollout starts in North and Latin America, with global expansion to follow. First affiliate partners will be announced soon.
The regional sequencing reflects a deliberate strategy. SEGG Media said the affiliate model allows faster entry into regulated markets with lower investment than direct operation requires, while keeping the option open to operate directly in specific markets down the line. It is a lower-risk way to establish presence before committing further resources.
The numbers behind the move are substantial. The global lottery market is projected to grow from USD 374.0 billion in 2025 to USD 396.1 billion in 2026. Online lottery specifically is forecast to reach USD 13.22 billion this year. That gap between total and online lottery revenue represents real headroom, since the vast majority of lottery activity still happens offline.
SEGG Media also pointed to affiliate marketing industry growth as a second tailwind. 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, iGaming affiliate programmes generate an estimated USD 4.3 billion annually across more than 5,400 active programmes worldwide.
The cross-sell data is arguably the most important number in the whole strategy. Industry data cited by SEGG Media shows that 12% to 25% of first-time lottery players go on to place a casino or sportsbook bet. That makes a lottery affiliate platform relevant well beyond the lottery vertical itself, functioning as an acquisition channel into casino and sportsbook products too.
Marc Bircham, Chairman of SEGG Media, said establishing Lottery.com as the company's global master affiliate platform makes the brand accessible across all regulated markets. Licensed lottery operators are now being invited to join the network, ahead of specific partnership announcements.
SEGG Media itself has an interesting history. Founded as Trident Acquisitions Corp. in 2016, it became Lottery.com Inc. after acquiring AutoLotto in 2021, then rebranded to SEGG Media in 2025 as it expanded into sports, entertainment, and gaming. The company is Nasdaq-listed and also operates Sports.com, Concerts.com, TicketStub.com, and Veloce Media Group. For B2B affiliate partners considering whether to join the network, that broader corporate structure is worth factoring in alongside the lottery-specific opportunity.
