Sports Entertainment Gaming Global (SEGG Media) has approved a strategic transition of Lottery.com’s operations to an exclusively affiliate platform, with initial rollout set to take place in North America and LatAm.
“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, supporting licensed operators worldwide rather than being confined to specific regions,” SEGG Media Chairman Marc Bircham said.
“Just as importantly, this structure gives the company the commercial flexibility to enter selected markets directly as an operator where opportunities align with our long-term strategy, while continuing to leverage the global strength and recognition of the Lottery.com brand.”
SEGG Media’s Board of Directors approved the “transformational global growth strategy” on July 27, creating a “scalable framework” for Lottery.com to partner with licensed lottery operators.
The organization hopes to accelerate expansion and form new commercial opportunities as part of the updated strategy, which will remain “consistent” with SEGG Media’s previously announced 90-day plan to prioritize investment in international gaming operations.
Lottery.com will serve as SEGG Media’s “global master affiliate platform” and is “actively inviting” licensed lottery operators to join the newly established network.
According to SEGG Media, the global lottery industry is expected to reach an approximate value of $396.1bn in 2026, while online lottery participation has been projected to eclipse $13.2bn by the end of this year.
SEGG Media also enhanced prediction market efforts after entering into a strategic technology partnership with Polymarket related to Sports.com Predict on April 29.
Sports.com Predict will leverage Polymarket’s established prediction market technology stack, enabling users to participate in real-time sports outcome markets directly within the Sports.com ecosystem.
SEGG Media launched Sports.com Predict ahead of the the 2026 FIFA World Cup in June, providing a live prediction market product during one of the largest global sporting events of the year
