Paysafe, a leading specialized payments platform, announced its expanded partnership with the Ontario Lottery and Gaming Corporation (OLG), the Ontario government agency that conducts and manages gaming facilities, the sale of province-wide lottery games, and OLG.ca internet gaming, including its digital sports platform PROLINE+. The new OLG.ca affiliate program is powered by the affiliate software of Income Access, Paysafe’s marketing technology and services provider, which is also managing the program.

The new OLG business relationship with Income Access, which was founded in Montreal in 2002, builds on OLG’s longstanding partnership with Paysafe. The company has processed payments for OLG.ca since the online gaming brand’s launch in January 2015.

The Income Access-powered OLG.ca affiliate program 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, with its broad product offering, which includes iCasino and sports-betting on PROLINE+.

Affiliates will also benefit from OLG.ca’s strong brand recognition and brand equity in Ontario, with 100% of its profits reinvested back into the province. The brand’s significant reach online and in-store is strengthened by marketing campaigns spanning digital channels, TV, OOH, print media and radio.

Affiliates joining the OLG.ca program will receive dedicated support from Income Access’ in-house team of Canadian affiliate managers, with a track-record growing U.S. iGaming and state lottery affiliate channels.

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. 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: “The launch of the OLG.ca affiliate program marks a fitting landmark for the 20th anniversary of Income Access’ founding in Montreal. As a company with deep Canadian roots, we’re proud to launch the country’s first provincial lottery and gaming affiliate program in partnership with OLG.ca, an iconic Ontarian brand.”

Dave Pridmore, OLG’s Chief Digital and Strategy Officer, said: “OLG has significant recognition as a trusted gaming and entertainment brand in Ontario. Paysafe and its Income Access platform will help OLG continue to show Ontarians our market leading customer experience and products that are available at OLG.ca. We are excited to continue to grow our customer base because 100% of OLG profits are reinvested back into the province. So, when you play OLG.ca, you play for Ontario.”

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Niji Narayan has been in the writing industry for well over a decade or so. He prides himself as one of the few survivors left in the world who have actually mastered the impossible art of copy editing. Niji graduated in Physics and obtained his Master’s degree in Communication and Journalism. He has always interested in sports writing and travel writing. He has written for numerous websites and his in-depth analytical articles top sports magazines like Cricket Today and Sports Today. He reports gaming industry headlines from all around the globe.

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