SEGG Media pivots Lottery.com to affiliate-only model with Americas rollout

The board of SEGG Media has greenlit a fundamental shift in Lottery.com’s business model, transforming the brand into an exclusive affiliate platform. The initial launch will focus on North America and Latin America, with the company positioning the move as a way to open up Lottery.com to licensed operators across multiple jurisdictions.

“This is a highly strategic move for SEGG Media. By establishing Lottery.com as our global master affiliate platform, the brand becomes accessible across all regulated markets,” said SEGG Media Chairman Marc Bircham. He added that the structure also retains the flexibility to enter selected markets directly as an operator when it aligns with long-term goals.

The board approved the “transformational global growth strategy” on July 27, creating what the company describes as a scalable framework for forming partnerships with licensed lottery operators. The shift is consistent with SEGG Media’s previously announced 90-day plan that prioritises investment in international gaming operations.

Lottery.com will now function as the group’s global master affiliate, and SEGG Media is actively inviting licensed lottery operators to join its newly established network. According to the company, the global lottery industry is projected to reach approximately $396.1 billion by 2026, while online lottery participation is expected to exceed $13.2 billion by the end of this year.

Separately, SEGG Media advanced its prediction market efforts through a strategic technology partnership with Polymarket, announced on April 29. The collaboration powers Sports.com Predict, which will integrate Polymarket’s existing prediction market technology stack, enabling users to wager on real-time sports outcomes directly within the Sports.com platform.