The Social Gaming Leadership Alliance has introduced a major rebrand for the category of games it represents.
Moving forward, the industry group will refer to “online social games with sweepstakes promotions” — or what those in the industry refer to as sweepstakes casinos — as Social Plus platforms.
“It’s a pretty laborious thing to say repetitively,” Sean Ostrow, SGLA’s Managing Director who joined the organization on Oct. 1, said in a statement the SGLA provided to Sweepsy, referring to the term online social games with sweepstakes promotions. “’Social Plus’ gives us a bite-sized term that can positively describe online social games with sweepstakes promotions in an understandable and easy-to-share way. Social games and entertainment are the core of what we do.”
Ostrow added the “Plus” is meant to also highlight both the rewards players can receive and the crucial safeguards implemented by the alliance. These protection layers, he said, include age verification, financial data security, and tools for responsible gameplay.
“SGLA partners have always put consumer protections first, and we remain committed to advocating for state regulatory and taxation frameworks that will benefit players, communities, and the industry,” Ostrow said.
SGLA also trying to expand lobbying efforts under Ostrow
Established earlier this year, the SGLA was launched by sweeps behemoth VGW (Chumba Casino, LuckyLand Slots, Global Poker), and its other six members include: PLAYSTUDIOS, Yellow Social Interactive (Pulsz), ARB Interactive (Modo Casino), B-Two Operations (McLuck, Hello Millions, others), and Nuvei.
In addition to the rebrand, SGLA officials are expanding their advocacy and education efforts, speaking with lawmakers and attorneys general about the products and implementing protections, according to Ostrow. This outreach is crucial, as the alliance is working in all states, including those where “Social Plus” games already face restrictions.
States that have implemented bans or significant restrictions in 2025 include Montana, Louisiana, New York, Connecticut, New Jersey, and California. The SGLA is also actively seeking new partners committed to upholding the alliance’s values, safety standards, and encouragement of responsible social gameplay tools.
