Early on in my iGaming career, I felt I understood the landscape of online gambling or iGaming as many of us call it.

Back then, mostly people felt there were 3 main iGaming verticals of casino, sports betting and poker.

Bingo has been around in the early days but took some time before people started to take it seriously.

Left alone in the corner was lottery.

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I’ve met many affiliates over the last 20 years but I couldn’t name a single lottery affiliate without going to Google.

Today I can at least name Lottery Geeks as one lottery affiliate site but I would still have to rely on Google or ChatGPT. Personally I think this is a smart play by Adam Smalland his team.

In the last 10 years, I am seeing more discussion of lottery products.

Here are some of the lottery industry milestones that are in my mind:

So why do I think online lotteries have a chance at getting really big?

Aside from Jackpocket getting acquired for $750 million USD, it is the product that I think has the most appeal. Lottery has the attention of the world.

Here is a quick stat worth paying attention to: 44% of respondents (from this survey) reported playing a National Lottery Game at least once in the last 12 months.

So with all these users playing lottery games, they play, then they gotta wait, just like someone betting on sports.

If they are already gambling, then the idea of playing a slot game isn’t such a big ask.

Do all roads lead to Casino?

One thing I think has been always true in iGaming is that most roads lead to casino.

It is very difficult to find an operator with poker, sports betting, bingo or even lottery that does not have casino games.

If anything, it is just as difficult now to find any of these types of affiliate sites that don’t have casino content.

You don’t have to look further than these sites for me to prove a point:

  • TipMan Tips
  • PokerListings
  • Best New Bingo Sites

Lottery sites promoting casino, casino sites promoting lottery

It is safe to assume that many lottery sites could easily promote online casinos. That said, there are a few casino sites that will promote lotteries but some might be indirect.

That is, an affiliate promoting Lottofy because they have casino games.

So will lottery experience a boom in the next few years?

People like Thomas Metzger are likely betting it will be as well as Artur Wolf and Den Kalatsov.

When we see different types of lottery companies gain prominence such as Lotto.com, Lottofy and Lottoland, it is putting lottery on the map in the world of iGaming.

Our next objective at StatsDrone is to capture all the lottery affiliate programs and compile that into a single list. That is, we want full coverage of this space for all the affiliate programs availabile. 

Also shoutout to Lottofy Partners as well for filling me in on the latest online lottery news.