The SGLA Is Attempting to Rebrand Sweepstakes Casinos to "Social Plus"

In November, the Social Gaming Leadership Alliance began discussing rebranding sweepstakes casinos as "Social Plus" platforms. That's the new term they'll use for “online social games with sweepstakes promotions."

This rebrand comes at a time when the industry is under fire, with bans against sweepstakes casinos passing in Connecticut, New Jersey, Montana, and California. A bill also passed in New York, but has yet to be signed into law. 

Additionally, other states, most recently Minnesota, have sent out cease-and-desist notices to these platforms. This is something we've also seen done in Tennessee, Louisiana, Arizona, and more. 

Now, though, the SGLA's managing director, Sean Ostrow, spoke with Sweepsy about the goals for the rebrand:

“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.”

Ostrow Provides More Comments

The SGLA is now attempting to define the industry rather than allowing others to label it as something they believe it isn't. 

“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.”

Additionally, Ostrow knows that's not just a blanket term and is aware that some operators have the same model, but don't have a 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.”

Ostrow and SGLA Want To Work With Lawmakers

Ostrow also said that he and the SGLA want to do their part to correct what they believe is misinformation and to work with lawmakers. For example, they recently commissioned a study by Eilers & Krejcik for Florida, which found that the state accounts for about 8.5% of the sweepstakes market. 

“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.”

The brands currently part of the SGLA include Virtual Gaming Worlds (Chumba Casino, LuckyLand Slots, Global Poker, LuckyLand Casino), Yellow Social Interactive (Pulsz), ARB Interactive (Modo.us), and more. 

We'll see if this new rebrand and approach help the industry in 2026.