The Ontario Lottery and Gaming Corporation (OLG) has expanded its partnership with Paysafe to include an affiliate program. The new program will be driven by Paysafe’s Income Access affiliate software, which specializes in marketing technology and the provision of services.
This move marks the first time a provincial lottery and gaming brand in Canada has partnered with an affiliate program. It expands the reach of OLG.ca internationally, as its play will have the ability to be promoted on a much larger scale.
The OLG – a government agency tasked with managing gaming facilities, selling lottery games across the province, and supporting the OLG.ca digital gaming platform as well as the PROLINE+ sports platform – has a longstanding relationship with Paysafe that dates back to the launch of the brand in January 2015.
Income Access itself was founded in Montreal in 2002.
With its integration with Income Access – and the thorough tracking and reporting abilities that are implicit – the OLG.ca’s affiliate program will have the ability to pursue data-driven campaigns across diverse channels (including those offline).
As part of the deal, affiliates that come aboard with the new OLG.ca program will have the support of Income Access’ in-house team of affiliate managers.
Speaking on the deal, Income Access Vice President of Operations Geoff Smorong commented: “The launch of the OLG.ca affiliate program marks a fitting landmark for the 20th anniversary of Income Access’ founding in Montreal. As a company with deep Canadian roots, we’re proud to launch the country’s first provincial lottery and gaming affiliate program in partnership with OLG.ca, an iconic Ontarian brand.”
From its end, OLG Chief Digital and Strategy Officer Dave Pridmore said: “OLG has significant recognition as a trusted gaming and entertainment brand in Ontario. Paysafe and its Income Access platform will help OLG continue to show Ontarians our market leading customer experience and products that are available at OLG.ca. We are excited to continue to grow our customer base because 100% of OLG profits and reinvested back into the province. So, when you play OLG.ca, you play for Ontario.”
