The Ontario Lottery and Gaming Corporation (OLG) has become the first Canadian lottery corporation to launch an affiliate partnership, extending its work with Paysafe with a new program powered by the affiliate software of Income Access, Paysafe’s marketing technology and services provider.

A Paysafe release says the OLG.ca affiliate program, which will be both powered and managed by Income Access, marks a milestone for the Canadian gaming industry as the first affiliate program for a provincial lottery and gaming brand.  Affiliates in Ontario, across Canada, and internationally will now be able to promote OLG.ca for play within Ontario.

The new program builds upon OLG’s longstanding partnership with Paysafe. The payments provider has processed payments for OLG.ca since the online gaming brand’s launch in January 2015.

Dave Pridmore, OLG’s Chief Digital and Strategy Officer, added that Paysafe and its Income Access platform will help OLG continue to provide gaming and betting solutions to Ontarians and grow its customer base in a saturated market.

The OLG.ca affiliate program’s integration with the Income Access platform, with its robust tracking and reporting technology, will enable affiliates to deploy data-driven affiliate campaigns across multiple channels, including offline, says the Paysafe release.

Meanwhile, the software’s campaign management functionality will allow campaigns to be targeted down to an Ontarian city level as well as by language (for French-speaking communities), time of day and device.

Geoff Smorong, Vice President of Operations at Paysafe’s Income Access, said that “as a company with deep Canadian roots”, Paysafe and Income Access are proud to launch the country’s first provincial lottery and gaming affiliate program.