SEGG Media is turning its Lottery.com courier and media app into a solely affiliate platform.
The Nasdaq-listed media company’s decision marks a continuation of an overall transformation which has seen it take on more of a media-first model.
Lottery.com will function as a ‘central hub’ for local lottery affiliate operations, SEGG Media asserts, with a geographic focus on North America and Latin America.
This has been a strategic priority for SEGG, with the company having unveiled a 90-day plan which included future investments in its Mexico operations.
Lottery.com will remain SEGG’s primary asset, however, with the company positioning the platform as its “flagship master global affiliate platform”.
It plans to partner with licensed lottery operators across regulated worldwide markets, leading with the Americas.
“This is a highly strategic move for SEGG Media,” said Marc Bircham, Chairman of SEGG Media.
“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.”
Big numbers expected for Lottery.com
SEGG is adamant that the transformation of Lottery.com into a purely affiliate brand will better position the platform for growth in the global lottery sector, valued at around $374bn in 2025 with projections to grow to $396.1bn by the end of this year.
Giving the firm further confidence is the global online lottery market’s growth expectations, put at $13.22bn in 2026 and expected to reach $19.65bn by 2031, while the global affiliate industry it is positioning itself for growth in was valued at $19.6bn last year.
The transformation marks another chapter in the seemingly never-ending, and at times controversial, evolution of Lottery.com and the wider SEGG Media group.
Established in 2015, Lottery.com soon became one of the biggest brands in the online lottery courier space – a competitive industry in the US and one it shares with the likes of Jackpocket.com, Jackpot.com and Lotto.com.
In 2020 it acquired Sports.com, a sports media and fan engagement platform, and in 2020 it merged with Trident Acquisition Corp, a Special Purpose Acquisition Corporation (SPAC), to facilitate a listing on the Nasdaq Stock Exchange – and deal with some major financial difficulties it was facing.
Five years later in 2025 it acquired Concerts.com and Tickets.com. In July 2025, the company fully rebranded from Lottery.com to SEGG Media, while retaining the Lottery.com platform as its main brand.
Controversy began to emerge around the Trident merger, however. In February 2026, Trident’s former Chief Executive Officer, Vadim Komissarov, pleaded guilty to artificially inflating Lottery.com revenue prior to the merger.
Former Lottery.com CEO Anthony DiMatteo and ex-executives Matthew Clemenson and Ryan Dickinson were also charged with assisting Komissarov in inflating the revenue by the Securities Exchange Commission (SEC).
Scrutiny of its operations appears to have buoyed short sellers as well. Earlier this year, the firm launched a $20m lawsuit against Texas company White Diamond, which had accused SEGG of being a ‘fake company’ with ‘almost no revenue’.
Despite encountering stumbling blocks like these, SEGG – and by extension Lottery.com – still see a future for the company, albeit a very different one to its lottery courier operations of recent years.
The transition of Lottery.com to an affiliate platform comes after SEGG detailed plans to acquire more companies in 2026, with a particular desire to either acquire or partner with a sports technology provider.
The company states that it is now actively seeking affiliate partners for Lottery.com.