Earlier this month, the Social Gaming Leadership Alliance introduced an initiative to try to rebrand the category of games it represents.
The industry group now refers to “online social games with sweepstakes promotions” — or what those in the industry refer to as sweepstakes casinos — as social plus platforms.
Some critics argue that the “Social Plus” rebrand is a response to mounting scrutiny rather than a clarification of industry practices. Recently, sweepstakes platforms have drawn attention from regulators, tribal gaming authorities, and lawmakers who claim these platforms are unlicensed online casinos.
The industry continues to face legal and optical challenges. Minnesota recently became the latest state to publicly issue cease-and-desist letters to sweeps operators, and it’s widely assumed Tennessee has done the same. Google’s updated Ads Gambling and Games Policy, meanwhile, now define sweepstakes casinos as separate from social casinos, dealing a blow to operators’ paid marketing strategies.
Sean Ostrow, SGLA’s managing director, spoke with Sweepsy about the rebrand and the alliance’s goals.
“We introduced social plus to emphasize that social games are at the center of what we do, and to provide a platform to talk about what more our subset of the online social games industry brings to the table,” Ostrow said. “And that includes not only the opportunity to win prizes, but also world-class consumer protection and player safety standards.”
‘The more I thought about social plus, the more it made sense’
SGLA partners recognized that if they did not define their own category, others would continue to mischaracterize it — or, at least what they consider a mischaracterization. Ostrow said “online social games with sweepstakes promotions” was closer to an accurate description in their minds, but it was a mouthful.
Coming into this industry recently, without any preconceived notions, allowed Ostrow to see the product for what it is, and how the industry needs to position itself.
“The more I thought about social plus, the more it made sense,” Ostrow said. “I shared my rationale with SGLA partners, and it was incredibly well-received. I think we’re all relieved to have a bite-sized term to accurately capture the entertainment the games provide and the high standards SGLA operators uphold.”
Ostrow said the SGLA feels strongly that “Social Plus” isn’t a term to be applied to all online social games with sweepstakes promotions; the alliance knows there are some operators out there that have copied the gameplay model but not the commitment to consumer protections.
“Social plus operators must agree to limiting player participation to adults 21 and over and employing strict age and identity verification processes, responsible social gameplay tools, and best-in-class data and financial safeguards,” Ostrow said. “We welcome operators who want to protect the industry and raise the bar.”
Trying to help lawmakers sift through the noise
With the attempted “Social Plus” rebrand, Ostrow said the SGLA wants to correct misinformation, shine a light on the high standards that their partners already follow, and support policymakers in creating clear, modern regulations for online sweepstakes.
“Legislators are dealing with a lot of different gaming issues right now, including sports betting, prediction markets, and iGaming,” Ostrow said, “so differentiating our industry, and educating them on the facts around our industry and the revenue opportunity, is our primary focus.
“Social plus games are designed for entertainment and responsible adult play, and it’s time policy and perception caught up. We are actively engaging with regulators, legislators, and prospective partners who share our commitment to safety, integrity, and innovation. Social plus is a proven, legitimate form of entertainment, and with clear rules and informed regulatory oversight, it will continue to thrive for years to come.”
Current SGLA partners include the organizations that launched the alliance: VGW (Chumba Casino, LuckyLand Slots, Global Poker, soon-to-launch LuckyLand Casino), PLAYSTUDIOS, Yellow Social Interactive (Pulsz), ARB Interactive (Modo.us), B-Two Operations (McLuck and Hello Millions, among others), and Nuvei.
