Sweepstakes Lobbyists Seek Image Makeover with “Social Plus” Rebrand

A high-profile lobbying group representing the sweepstakes casino industry is seeking to rewrite the narrative around its controversial operations. This week, the Social Gaming Leadership Alliance (SGLA) introduced a new term called “Social Plus,” seeking to redefine how the public and regulators perceive the online games that have long occupied a legal gray area.

The New Term Better Encompasses Sweepstakes Platforms

In an official statement, SGLA managing director Sean Ostrow noted that “Social Plus” is a modern term for what he terms “online social games with sweepstakes promotions.” Ostrow added that the new term more accurately represented the entertainment aspect and what he described as a higher standard of consumer protection.

According to the SGLA, its members operate responsibly, limiting access to adults 21 and over, enforcing identity verification, and promoting responsible gaming practices. The organization’s current partners include some of the sweepstakes industry’s leading names, such as VGW, PlayStudios, Yellow Social Interactive, ARB Interactive, B-Two Operations, and Nuvei.

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.

Sean Ostrow, SGLA managing director

Sweepstakes casinos operate by selling virtual coins that can be used for play. Meanwhile, players can win “sweeps coins” and convert them into real cash prizes. According to operators, this distinction keeps them within the bounds of promotional law rather than gambling law, as users are not technically required to make purchases. Critics, however, argue that the cash-out feature meets the very definition of gambling.

The Industry Remains Highly Contentious

Industry observers argue that the rebranding is more about damage control than clarity. In the last few months, sweepstakes operators have faced rising scrutiny from regulators, tribal gaming authorities, and lawmakers who argue that these platforms are just unlicensed online casinos operating under the guise of social gaming.

The backlash has escalated into legal responses. Minnesota regulators recently announced enforcement actions against sweepstakes. Tribal operators have also spoken out, arguing that such platforms undermine legitimate gaming compacts. Adding to the industry’s troubles, Google recently updated its Ads Gambling and Games Policy, explicitly classifying sweepstakes casinos as “non-social experiences.” 

Despite this intensifying scrutiny, SGLA has stressed that it will seek collaboration with policymakers. The group has indicated that it is ready to discuss new regulatory and tax frameworks, although it argues that its products are legal under the current rules. While this new rebranding represents an attempt to distance the sector from the growing stigma surrounding sweepstakes gambling, it is unlikely to have a long-term impact without significant regulatory reforms.