Lottery.com Inc., a leading technology company that is transforming how, where and when the lottery is played,  announced that Greg Potts has joined the Company as Global Vice President of Affiliate Success.

Mr. Potts has over 25 years of strategic marketing experience, including the implementation of growth strategies for consumer brands and their channel affiliates through targeted, local marketing efforts using co-op funding mechanisms. At Lottery.com, he will be leading the execution of the Company’s B2B growth strategy and will oversee the recently launched Global Affiliate Marketing Program. His responsibilities will include developing multiple recurring revenue streams for the Company by adding new master affiliates and sub-affiliates, and providing them with tools designed to accelerate the sales of Lottery.com products.

Mr. Potts most recently served as a Senior Sales Executive for Vericast, where he oversaw the channel affiliate program and specialized in co-op marketing, customer activation, and integrated media campaigns. Prior to his work at Vericast, he focused on helping brands deploy the technology needed to fully support their B2B2C marketing programs.

In addition to executing its B2B strategic growth initiatives, the Company anticipates launching its previously announced targeted customer marketing campaigns before the end of 2021. These multi-media campaigns include paid social media advertising, search engine optimization, and interactive display advertising. In preparation for the launch of these campaigns, the Company has been focused on maintaining its favorable customer acquisitions costs, which have averaged approximately $4 per user since the first quarter of 2020, and improving gross profit per transaction, which increased to $1.69 in the third quarter of 2021 from $0.93 in the prior year period.

“On behalf of the entire team, we’d like to welcome Greg. We expect that his experience and track record of successfully implementing affiliate market programs will be significant assets as we execute our strategic plan to expand and grow our B2B2C segment. Combined with our targeted marketing campaigns in our B2C segment, we anticipate reaching a wider audience and accelerating growth in both segments in 2022 and beyond,” said Tony DiMatteo, CEO and Co-Founder of Lottery.com.

“I am thrilled to join Lottery.com, which has already developed an impressive B2B business, including several blue-chip affiliates and easily-integrated API software. With the recent launch of the Global Affiliate Marketing Program, Lottery has the opportunity to greatly expand its B2B2C user base, and I look forward to helping the Company realize this growth,” Mr. Potts added.

Recently, iGaming pioneer Calvin Ayre called on the online gambling industry to go all-in on BSV blockchain. This blockchain is the original blockchain protocol restored and is associated with Ayre and the man who he believes to be Satoshi Nakamoto, Dr. Craig Steven Wright.

Ayre and others have outlined how BSV, or blockchains in general, can have positive impacts on the iGaming business. In this piece, we’ll zoom in on how it could impact the iGaming affiliate sector.

Immutable Audit Trails

As the hype around blockchains dies down, and speculation on token prices reaches what may well be the peak, many are beginning to figure out what this technology is and how it can be applied to industries to make them better, more efficient, and more honest.

“Blockchains are essentially distributed databases,” said Leo Twin from GamblersPro.com. “They have the potential to end disputes between affiliate program operators and affiliates themselves over shaving players, failing to report accurately, etc. Everything would be time-stamped and visible on public blockchains, giving affiliates the ability to track and verify player activity for themselves.”

Immutable audit trails have wider implications than this. They could help operators flag compliance violations in real-time and make evidence easy to find and present when they’re wrongly accused of violations by regulators. This could lead to a lot of savings in terms of both time and money for both parties.

Real-Time Payouts

Wouldn’t it be amazing if affiliates could receive commissions on a per-bet basis rather than days or weeks after the end of the month? That’s possible on blockchains with micro-fees.

On blockchains like BSV, the average fee is $0.0001 per transaction, and the fees can get a lot lower as miners lower their fee per byte in the face of demand. This makes it possible to distribute the profits of each wager to multiple wallets in real-time, with the affiliate getting their 20% on the spot rather than waiting for the cashier to clear it at the end of the month.

Of course, there are still issues to solve here. How would negative carryover work, and would it even be economically feasible for casinos to pay bets on a per bet basis? “I don’t see why not,” Leo Twin told us. “When you think about it, deciding that the cutoff points are at the end of a month is arbitrary. Why not every week or quarter? It’s up to the program to decide and solve the associated problems.”

While real-time payments might not work for everyone, it’s easy to imagine how automated payouts combined with faster payouts for affiliates would lead some programs to gain a competitive edge over others.

“When micropayments become possible, it opens up a world of new avenues we can go down,” Twin told us. “The only limit is your imagination.”

Summary

These are only two of the ways in which scalable blockchains can revolutionize the affiliate industry. There are plenty of others. If even these two changes were implemented, it would change things for the better for all stakeholders; affiliates, program managers, and regulators would all save time, money, and energy. For that reason, it’s worth it for forward-thinking affiliate programs to assess their options and plan for the future in the blockchain revolution.