Lottery.com affiliate program launches in LatAm and Canada through IGA deal
2026-07-29
Source: Global Gaming Insider
SEGG Media has transitioned Lottery.com to an affiliate-only model and named the International Gaming Alliance as its first partner, launching the program in Latin America and Canada. IGA will handle market entry and operations while SEGG Media provides technology and the relaunched Lottery.com website as an affiliate hub.
Lottery.com’s parent company, SEGG Media, formally shifted its business model to a pure affiliate platform on July 27, a strategic move aimed at replacing direct lottery operations with a network of licensed operators. The transition was approved by SEGG Media’s board, which began inviting regulated lottery providers to join the newly created affiliate program.
SEGG Media announced the International Gaming Alliance (IGA) as the first partner under this new global affiliate initiative. “IGA is our first partner under our new Lottery.com global affiliate program, and it won’t be the last,” said Robert Stubblefield, Interim President and CEO of SEGG Media. He added that the partnership structure would serve as a template for scaling the brand internationally, noting that the model is “tried and tested” and allows the company to retain brand value and upside for shareholders.
The program will initially roll out in Latin America and Canada, powered by SEGG Media’s own gaming technology, including the Spektrum international platform acquired in 2025. IGA is responsible for all on-the-ground market entry tasks such as licensing, marketing, and customer acquisition, and will absorb all early-stage operational costs and execution risk.
As part of the pivot, SEGG Media plans to relaunch the Lottery.com website as an information hub for operators in Latin America and Canada. The site will feature localized lottery results, editorial content, and affiliate links directing players to licensed operators, with IGA managing day-to-day content and operations.
SEGG Media confirmed that additional markets, commercial terms, and launch timing will be announced later, with expectations that the affiliate model can be replicated in other regions going forward.