A new voice has entered the online sweepstakes gaming ecosystem.
And it has some major brand power behind it.
The Social Gaming Leadership Alliance (SGLA) unveiled itself Tuesday, calling itself “a coalition of industry leaders advocating for the online social games industry.” Dustin Gouker was first to report the news in his The Closing Line newsletter.
Until now, the Social and Promotional Games Association (SPGA) has been the only notable organization advocating the sweepstakes gaming industry as it faces intense scrutiny in 2025. Now, the SPGA is alone no longer.
“We are clearly at a major inflection point,” an SGLA spokesperson told Sweepsy. “Online social gaming is immensely popular in the U.S. The number of companies operating and innovating has grown rapidly in recent years and continues to grow.
“The SPGA has done a lot of good things for the industry. However, VGW and our other industry-leading partners formed the SGLA to give a fresh voice and add to the discourse surrounding online social gaming.”
Who is part of the Social Gaming Leadership Alliance?
The executive director of the SGLA is former South Carolina congressman Jeff Duncan.
“Social games industry leaders are already investing heavily in financial security, data privacy, responsible social gameplay and consumer protections,” Duncan said via a release. “And they are ready and open to sensible regulation that can benefit hard-working constituents in the states where they operate.
“The SGLA’s partners are uniquely positioned to work with lawmakers, stakeholders and players to support innovation in digital games and ensure millions of Americans have the freedom to enjoy the games they love in a safe environment. I look forward to working with state and industry leadership to do just that.”
VGW
The SPGA boasts a strong list of member operators (more on that later), but VGW was a notable exception.
You can’t find a bigger name in sweeps gaming than VGW, the Australian behemoth behind Chumba Casino, LuckyLand Slots, and Global Poker.
VGW has always seen itself as a sweeps industry leader — it very directly said as much to Sweepsy after it raised its minimum age requirement from 18 to 21 — so the fact that it has attached itself to the SGLA is significant.
And the fact that VGW founder and CEO Laurence Escalante — not a spokesperson — is quoted in the SGLA’s press release is significant, too.
“As a pioneer and market leader,” Escalante said, “we recognize the rising interest in our sector and our responsibility to both ensure the facts about our games, operations and standards are understood, and advocate for what we believe the appropriate industry frameworks should look like.
“VGW has consistently led the way in innovation and player-first practices. Now, we’re excited to establish this Alliance with like-minded partners to take this further, promoting the highest standards of player protection and industry integrity while advocating for sensible regulatory frameworks that reflect the role of online social games as a safe and growing component of the interactive entertainment industry.”
Yellow Social Interactive
Outside of VGW’s three platforms, Pulsz is one of the most recognizable names among sweepstakes casinos. Yellow Social Interactive, which owns Pulsz and Pulsz Bingo, is also an SGLA member.
“As a market leader in our sector, we agree it’s time for a more informed conversation about online social games and acknowledge we have a role to play to both inform that discussion and advocate for what we believe appropriate frameworks and requirements in the future look like,” a YSI spokesperson said in the release. “That’s why we’re proud to support the SGLA, which brings together industry leaders to advance these shared goals.”
B-Two Operations
B-Two Operations is behind some of the more up-and-coming names in sweeps casinos, including McLuck, Hello Millions, Jackpota, Mega Bonanza, and Play Fame.
“McLuck is pleased to partner with other industry leaders in the establishment of the SGLA,” a McLuck spokesperson said in the release. “Given the growth in the social gaming industry, we believe that working with the SGLA on advocating for a responsible and fair social gaming environment will benefit everyone who participates in the industry.”
ARB Interactive
ARB Interactive is the company behind Modo Casino. Like VGW sites, Modo Casino is one of a small handful of sweeps gaming platforms that is 21-plus. In fact, in a recent analysis from Sweepsy, only 27.3% of the 44 sites we checked were 21-and-over.
“The surge in online social gaming highlights the need for clear, fact-based dialogue that reflects our industry’s commitment to safe, fun, and free-to-play entertainment,” ARB Interactive CEO Patrick Fechtmeyer said in the release.
Playstudios
Up until now, Playstudios has been a market leader in the social gaming space (myVEGAS, POP! Slots, etc.).
But due to the rapid rise in the popularity of sweepstakes gaming, executives announced in Playstudios’ first quarter earnings call that they were set to enter the sweeps space in the second quarter and already had a sweepstakes platform that was just about ready to launch.
And one of their first actions as a newly minted sweeps operator?
Hitching their wagon to the SGLA.
Nuvei
Interestingly, Nuvei, a prominent global payment processor that specializes in providing payment solutions for various industries, including online gaming, is also part of the SGLA. It certainly doesn’t hurt to have lobbyists from all parts of the gaming ecosystem advocating, and the SGLA covers the payment processor side of the equation with Nuvei.
Different from the SPGA members
In its debut announcement back in September, the SPGA listed 11 members:
- 10 Ten Gaming (Smiles Casino)
- Blazesoft (Fortune Coins, Zula Casino)
- Fliff (Fliff, Sidepot)
- FSG Digital (works with JefeBet)
- Gold Coin Group (Chanced)
- High 5 Entertainment (High 5 Casino)
- KHK Games (Clubs Casino, Clubs Poker)
- Kickr Games (Kickr Casino)
- Octacom (technology and services provider)
- Rolling Riches Casino
- Woopla Gaming (Funzpoints)
“It’s common to have multiple organizations representing different companies from within the same industry,” the SGLA spokesperson told Sweepsy. “We are open to potentially working with the SPGA to both advance shared priorities and develop industry consensus on major topics, but our core focus is on our partners, their players and key stakeholders.”
Any other brands joining the SGLA?
In addition, the SGLA said in its release that it “is in continuous talks with other industry partners about supporting our mission.”
Translation: We’re trying to add more names — stay tuned.
Or at least that’s the way we read it. There is no better time than in the immediate aftermath of a hello-world announcement to build momentum, so if the SGLA secures more partnerships with recognizable brands in the sweeps space, you’d best believe we’ll hear about it.
“VGW is committed to working with policymakers and other stakeholders to establish appropriate regulatory structures that safeguard players, and provide benefits to states and communities where it operates,” VGW said in its own press release. “VGW looks forward to working with the SGLA on furthering these initiatives and giving the industry a stronger voice.
First assignment: Louisiana
The SGLA announcement comes at an interesting time, too — the day before one of the last remaining sweeps ban bills, Louisiana Senate Bill 181, gets a House committee hearing. SB181 already passed the Louisiana Senate and is seen as arguably the most likely of the remaining sweeps ban bills to pass. (And there aren’t many left.)
So the SGLA’s first lobbying homework assignment is clear: Hello, Louisiana.
