The Louisiana Senate is bringing attention to the world of sweepstakes casinos. At a recently held hearing about illegal gambling, the Senate is gunning for sites like WOW Vegas and Chumba Casino, which offer Vegas-style games for free — but with a chance to win lucrative prizes, such as gift cards and cash prizes.
In one part of the hearing, a slide presentation zeroed in on celebrities endorsing sweepstakes casinos. Ads containing celebrities have become somewhat of a working formula for sweepstakes casinos, with the smiling faces of Paris Hilton and Ryan Seacrest making surprise appearances.
The aim, to illustrate that sweepstakes casinos are using world-famous celebrities to create a facade of legitimacy without official regulation. So, how did we get here?
Celebrities Advertising Sweepstakes Gaming Sites
Once considered niche, sweepstakes casinos are now becoming mainstream names. Today, they’re getting notable names to become brand ambassadors.
Drake and Stake.us
Drake is arguably the most popular of celebrities to get in on the sweepstakes casino promotion. The rap crooner has gotten so invested in his role at Stake.us that fans are convinced that casino games are something he actually enjoys dabbling in. He has gone live on various platforms, playing high roller roulette and going into frenzied celebrations for big wins.
Paris Hilton and WOW Vegas
WOW Vegas was a relatively well-known sweepstakes casino, but its endorsement by Paris Hilton certainly raised its profile among US players. In one of the ads, Hilton wears a glittery pink crop top and holds a chip out. Ads like these are certainly meant to gain users’ trust, who would see Miss Hilton and immediately push any thoughts of legitimacy to the back burner. Hilton is also seen on multiple pages advertising bonus rewards and other features.
Ryan Seacrest and Chumba Casino
Ryan Seacrest’s partnership with Chumba Casino is yet another instance of a face we have come to trust through pop culture pushing a sweepstakes brand. In his ads for the sweepstakes platform, the prolific television presenter urges fans to play casino-style games for free and still win prizes.
Are Celebrities Peddling a Flawed Product?
Unknown brands have recruited famous names to get noticed; this is nothing new. While the model has been proven to work like a charm, it has not come without a fair share of blowback from state regulators, gaming corporations, and aggrieved users who are now suing.
One of the bones of contention from opponents of the social and sweepstakes casino model is the focus on free play. This often comes with little to no mention of the option to make purchases once members sign up for platforms. All the while, the companies behind sweepstakes casinos are registering huge revenues; the model is now under scrutiny as an illegal form of gambling.
What the Louisiana Senate insists on is that names like Ryan Seacrest, Drake, Michael Phelps and Paris Hilton are essentially taking part in false advertising. The argument is that members should be told of impending purchases when they run out of coins.
Is the End Nigh for Sweepstakes Casinos?
Sweepstakes casinos may have taken off quite fast, but there are a lot of hurdles to overcome. Even so, they still insist that they do not offer gambling in the conventional way we are used to from real-money casinos.
If this is how sweepstakes casinos lose a grip on the market is soon to be seen. However, they continue putting pressure on regulatory bodies and are improving their gaming model to encompass more of the US, where traditional gambling is illegal in all but seven states.
From what we’ve seen, sweeps casinos that have onboarded celebrities to push their brands provide disclaimers and highlight that purchases are available as an option. All of the brands guarantee free play through various means, so drawing celebrities into the discussion seems as a trick to raise the profile of lawsuits against sweepstakes casinos.
Author: Mike F.
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