[toc]This week, Rush Street Interactive announced a new affiliate program with Income Access for its recently launched PlaySugarHouse online casino in New Jersey.
With Income Access’ excellent track record, the PlaySugarHouse.com online casino should see a nice uptick in online traffic and a streamlining of its marketing efforts. SugarHouse operates under the online gambling license of Golden Nugget.
One factor working in SugarHouse’s favor is its location. Based in Pennsylvania, and attracting New Jerseyans from the western part of the state, the Philadelphia casino’s player database could be drawing from relatively untapped markets. SugarHouse’s database likely has less overlap than the Atlantic City casinos have with one another.
“Income Access has been a driving force in the New Jersey iGaming affiliate space since the market went live in Q4 2013, so their platform was the logical choice for our affiliate program,” said Rush Street President Richard Schwartz in a press release. “With in-depth reporting, analytics and ad targeting functionality, the Income Access software will enable us to maximize our player acquisition in the New Jersey market.”
Nicky Senyard, the managing director of Income Access, expressed excitement regarding the partnership with SugarHouse.
“[Their] brand provides an important opportunity for New Jersey-facing affiliates and also places them in a strong position for the future evolution of regulated US iGaming, given Rush Street’s land-based casino presence in the leading states currently considering regulation,” she said.
How the Play SugarHouse affiliate program will work
As noted in an interview with Senyard from last year, many consider Income Access the best affiliate program in the industry. That’s evidenced by the company’s numerous awards. (Income Access has since been acquired by PaySafe, but Senyard and her team have remained on.)
Affiliate programs like Income Access aren’t household names. However, they play an important behind-the-scenes role in online gambling markets. They act as the middleman between online gambling sites and affiliates, providing both parties with the tools to track players and measure, enhance and streamline marketing efforts.
Through Income Access’ program, prospective PlaySugarHouse.com affiliates will have a couple of different options depending on the type of license they have obtained from the New Jersey Division of Gaming Enforcement:
- Ancillary casino service industry enterprise (ACSIE) license holders can promote the brand on a revenue share basis.
- Affiliates with a vendor license can promote the brand on a cost per acquisition basis.
SugarHouse increases Income Access’ US presence
Rush Street is just the latest US online gambling operator that has placed its trust in Income Access’ know-how when it comes to online affiliate programs.
Caesars turned over the reins of its New Jersey and Nevada online affiliate program to Income Access in July 2015. At that point, Marco Ceccarelli, the then-senior vice president and chief information officer at CIE, had high praise for the company.
“As a technology solution, Income Access has an excellent reputation for streamlining and improving player acquisition via the affiliate channel for online poker and casino brands,” he said. “When their affiliate management expertise in the US market is also factored in, we’re looking forward to seeing our affiliate program have a major impact on our brands’ growth in the New Jersey and Nevada space.”
Of note, Caesars’ revenue numbers in New Jersey have been on the rise since it teamed up with Income Access.
In our July 2016 revenue report, I noted:
“Caesars’ turnaround is nothing short of remarkable, considering the company’s online products appeared to be on shaky ground just a year ago when total revenue (online poker and online casino) was at $2.67 million. Fast forward a year and online revenue is up nearly 25 percent.”
Other Income Access partners
In addition to SugarHouse and Caesars, Income Access runs the affiliate program for many of the New Jersey online casino and online poker sites:
With its presence in New Jersey, Income Access has a strong foothold in the regulated US online gambling market. And Income Access’ US presence will likely continue to grow as more states legalize online gambling in the coming years — which is good for everyone.