SEGG Media will initiate a phased worldwide relaunch of the domain of its former namesake, Lottery.com.
The platform will offer official results, jackpots, free games and language guides.
The move will complete Lottery.com’s shift from operating a lottery courier to a partnership model, and the business is set to work with various global, licensed operators and make use of its recognisable brand name.
SEGG has identified three key revenue drivers from the move: advertising and sponsorship, affiliate referrals, and brand and data partnerships.
It follows last year’s rebranding, which came as a result of “legacy issues” while also being an attempt to expand revenue streams.
The business has been marred by a plethora of issues over the past few years, notably a major accounting scandal and SEC fraud charges which have led to both operational shutdowns to get its house in order and reverse stock splits to maintain the required share price value of over $1 on the US Nasdaq.
Shares are floating dangerously close to that market once again, currently trading at $1.06 with SEGG now carrying a market cap of around $4.5m, way short of its peak, in which it entered the hundreds of millions.
SEGG looks forward rather than backwards
This fresh relaunch looks to create another way to improve both bottom and toplines as the firm turns a new leaf.
It immediately targets both the US and Mexico as a template for broader global growth, and comes as part of a wider effort to optimise value from its main digital assets, which include Veloce Media Group and its Quadrant brand, Sports.com, Concerts.com and TicketStub.com.
Unsurprisingly, given the events of the last few years, the advancement of these businesses come simultaneously with SEGG “keeping corporate compliance and timely filing a priority”.
International expansion will come via the Lottery.com global affiliate programme, which was created in July as part of an early revamp.
Said expansion could see SEGG target the UK, something which has been hinted at by leadership recently.
“Our focus is putting our marquee digital assets to work,” said Gregory Potts, Chief Operating Officer of SEGG Media.
“Lottery.com is a name that defines its category, and the smartest way to grow it is with operators who already run lottery businesses at scale around the world. They bring the operational reach, we bring the brand, and both sides benefit.
“Lottery.com now takes its place alongside Veloce, Quadrant and Sports.com as part of the core business we’re building at SEGG Media.”
