Exciting developments have emerged in the sweepstakes industry with the formation of the Social Gaming Leadership Alliance (SGLA). This new trade organization complements the existing Social and Promotional Games Association (SPGA), providing a united front to advocate for the sweepstakes format. Interestingly, the SGLA seeks to distance itself from the terminology “sweepstakes casinos,” arguing that such terms mischaracterize the nature of sweepstakes promotions, which are widely used across various industries in the U.S.
The establishment of the SGLA appears to be a strategic move to combat the negative stigma that has been associated with the industry in recent years. With over ten states proposing anti-sweepstakes bills this year, the SGLA aims to ensure proper regulation while defending the format against potentially harmful legislation. A formidable list of member companies marks the SGLA’s launch.
Among its founding partners is Virtual Gaming Worlds (VGW), which operates popular platforms like Chumba Casino and LuckyLand Slots. Other notable members include PLAYSTUDIOS, Yellow Social Interactive, ARB Interactive, B-Two Operations, and payment processor Nuvei. The SGLA’s Executive Director, former U.S.
Congressman Jeff Duncan, brings valuable legislative experience, which will be critical in fostering dialogue with lawmakers and stakeholders. The SGLA has outlined three primary objectives: driving industry integrity, protecting players, and advocating for social gaming excellence. Its four guiding principles emphasize responsible gaming, player protection, and robust age verification to ensure a safe environment for adult players.
By adopting a more neutral term like “online social gaming,” the SGLA aims to counteract criticisms that suggest the format exploits legal loopholes. They highlight that most players enjoy free-to-play experiences, with the majority spending only a small amount if they choose to make purchases. Despite ongoing challenges, including legislative threats and legal disputes, the SGLA seeks to influence policy positively and foster responsible gameplay across the industry.