SEGG Media will reposition Lottery.com as a global affiliate platform, initially connecting customers with licensed lottery operators across North America and Latin America.
SEGG Media has approved the transition of Lottery.com from a lottery courier and media application to an exclusively affiliate-led platform.
Lottery.com will act as a central hub directing customers towards licensed operators in regulated markets, with the initial rollout focused on North America and Latin America.
The strategy forms part of SEGG Media’s wider shift towards a media-led business model and follows the company’s plans to increase investment in Mexico.
Lottery.com will remain the group’s principal consumer brand. SEGG intends to establish partnerships with licensed lottery operators while retaining the option to operate directly in selected markets.
Marc Bircham, chairman of SEGG Media, said: “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.
“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.”
The affiliate model will allow SEGG to enter additional jurisdictions without building the licensing, technology and operational infrastructure required to offer lottery products directly in every market.
Lottery.com was established in 2015 as an online lottery courier and later expanded into sports media and fan engagement through the acquisition of Sports.com.
The parent company adopted the SEGG Media name in July 2025 while retaining Lottery.com as part of a portfolio that also includes Sports.com, Concerts.com and Tickets.com.
SEGG said it is seeking licensed lottery operators and affiliate partners ahead of the platform’s first phase of expansion across the Americas.
