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GiG’s Sweepstakes Platform Hits the Market with Primero
The launch of SweepX with Primero is a major milestone for GiG, which hopes to tap into the growing sweepstakes sector

Gaming Innovation Group (GiG) announced that it has launched its new sweepstakes casino platform online, revolutionizing the sector. This latest product underscores the company’s commitment to fostering innovation in new and emerging markets.
GiG’s SweepX Goes Live
According to GiG’s announcement, SweepX is now live with new partner Primero under the goldrushcity.com brand. The former company hailed this launch as a strategic milestone as it represents its first sweepstakes and social casino agreement.
GiG elaborated that SweepX has been designed to meet the growing demand in the American market. To that end, it offers a duel-wallet system, prize-redemption management, and GiG’s cutting-edge artificial intelligence-powered content management tech.
The platform pairs market-leading front-end capabilities with a bespoke CMS and tailored content integrations to deliver a comprehensive turnkey solution for social casino clients. Backed by unparalleled speed to market, SweepX integrates GiG’s iGaming platform with a custom-built sweepstakes front-end, AI-assisted gamification and a rich casino content lineup.
SweepX’s capabilities will provide GiG’s sweepstakes partners with a significant edge over their competitors, allowing them to grow organically and engage their players with best-in-class gaming.
A Major Milestone for GiG
The launch of SweepX with Primero is a major milestone for GiG, which hopes to tap into the growing sweepstakes sector. Social casino gaming experienced a significant spike in 2023 and is poised to continue growing. Analysts predict revenue of up to $11.4 billion by 2025.
Because of that, Richard Carter, GiG’s chief executive, hailed the launch, calling it a “pivotal leap forward” for his company.
The overwhelmingly positive reaction to SweepX since its announcement in May this year has strengthened our belief in its potential to revolutionize the Social Sweepstakes Casino market, with an emphasis on providing the most entertaining and safe environments for players and operators alike, further fueling our ambitious strategic plans for growth.
Richard Careter, CEO, GiG
Primero’s CEO, Barry Rutherford was likewise thrilled about the tie-up, praising GiG’s world-class platform and the capabilities it provides. He was very pleased with the platform’s flexibility and innovation, saying that they will allow Primero to adapt to the needs of the market while offering seamless performance and engagement.
By combining GiG’s cutting-edge technology with our unique and highly effective player acquisition strategy, we’re setting a new benchmark for excellence in the US market.
Barry Rutherford, CEO, Primero
Sweepstakes Are Still a Point of Contention
Sweepstakes gaming has a somewhat controversial reputation in America. Operating in a gray market, social casino companies have been called “illegal gambling operators” by their legal and tribal counterparts.
Opinions on sweepstakes range but many agree that the market should not continue to exist in its current format. Some regulators have previously proposed an outright ban, while New Jersey recently took a different approach and became the first state to propose a legalization of social gaming.
The proposal in The Garden State was hailed by the SPGA, an industry body that promotes responsible sweepstakes gaming.
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