Sports Entertainment Gaming Global (SEGG Media) has formed a new partnership with the International Gaming Alliance, marking the first collaboration to be introduced under Lottery.com’s new global affiliate program.
SEGG Media approved a strategic transition of Lottery.com’s operations to an exclusively affiliate platform on July 27 and began “actively inviting” licensed lottery operators to join the newly established network.
“IGA is our first partner under our new Lottery.com global affiliate program, and it won’t be the last. We’re putting the IGA partnership to work as the template for how we scale Lottery.com internationally,” SEGG Media Interim President & CEO Robert Stubblefield said.
“This model is not novel or unique, it’s tried and tested and makes sense for our company. Funded by IGA, powered by our own technology and built from day one so that our brand and the upside stay exactly where they belong and that's with our shareholders.”
As a result of the new partnership, Lottery.com will begin rolling out its global affiliate program for operators in LatAm and Canada. SEGG Media will power the expansion with its own gaming technology, including the Spektrum international platform it acquired in 2025.
IGA is responsible for executing the “on-the-ground work” of market entry, licensing, marketing and customer acquisition for LatAm markets, as well as absorbing all early-stage operational costs and execution risk.
SEGG Media also confirmed plans to relaunch the Lottery.com website as an information hub for operators across LatAm and Canada as the organization continues to move away from lottery game operations in favor of the affiliate model.
The site will provide localized lottery results, editorial content and affiliate links directing players to licensed operators in both regions, with IGA managing day-to-day content and operations.
SEGG Media concluded by stating “additional markets, commercial terms and launch timing” will be announced at a later date, although “replicating in other markets going forward” is expected.
SEGG Media confirmed the organization is in ‘advanced discussions’ to acquire UK casino and gaming assets on July 28, in the hopes of providing ‘a new source of regulated wagering revenue’
