The Social & Promotional Games Association (SPGA) will cease to exist as a standalone organization after announcing it will merge into the Social Gaming Leadership Alliance (SGLA).
The move reduces the number of trade groups lobbying for sweepstakes casinos from two to one, which could be seen as a smart move from a strategic standpoint.
It’s interesting to note that the SPGA was the original sweepstakes and social gaming advocacy group, having formed a year ago in September 2024.
Its members at the time of launch were:
- 10 Ten Gaming (Smiles Casino)
- Blazesoft (Fortune Coins, Zula, Sportzino, Yay, American Luck)
- Fliff
- FSG Digital
- Gold Coin Group (Chanced, Punt, Juked)
- High 5 Entertainment
- KHK Games (Clubs Poker, Clubs Casino)
- Kickr Games
- Octacom
- Rolling Riches
- Woopla Gaming (Funzpoints)
The SPGA’s mission centered around “protecting players, promoting responsible innovation, and advocating for clear regulations that allow the industry to flourish.”
It regularly came out in opposition to the raft of anti-sweepstakes bills proposed in state legislatures across the country. However, bills still passed this year in states like Montana, Connecticut, New Jersey, Nevada, New York, and more recently, California.
SGLA Formation Came Next
In May of this year, the SGLA formed as a separate trade group, comprising many of the remaining large sweepstakes companies (VGW, Yellow Social Interactive, ARB Interactive, B2 Operations, and PLAYSTUDIOS).
Spearheaded by Laurence Escalante of VGW – owner of Chumba Casino and the original innovator of the sweeps format – the SGLA also brought on board former South Carolina politician, Jeff Duncan as Executive Director.
Both groups threw considerable weight behind their campaigns against California’s AB831 bill – the Golden State is seen as the largest gaming market in the country.
The SPGA created social media videos highlighting the impact of the bill on smaller tribal Indian communities, while the SGLA commissioned a report from Eilers & Krejcik Gaming outlining the economic benefits of social gaming in California.
The SGLA also sent representatives to committee hearings in the CA legislature, and ultimately seemed the more active of the two groups. Therefore, it’s perhaps not a surprise that the SPGA is merging into the SGLA, and not the other way round.
A statement from the SPGA said:
“The category is best served by a clear and consistent voice from one group. We’re proud of what our members have accomplished and look forward to the continued leadership of the SGLA.”
Sweepstakes Industry Still Growing, or Has it Peaked?
With legislative sessions over in most of the country in 2025, the sweeps industry can breathe a sigh of relief, but it’s likely more anti-sweeps bills will be tabled in 2026 – especially since influential states like California have made a clear stand (we are still waiting on Governor signatures in New York and California, by the way).
According to a recent report from Eilers & Krejcik Gaming, the sweeps vertical will still register 16% year-on-year growth in 2025 overall, but yearly revenue estimates have been revised down from $4.7bn to $4bn due to “regulatory and operational headwinds”. Notably, the same report estimates that the format will shrink by 10% year-on-year in 2026.
We can expect the newly-bolstered SGLA to continue to lobby for the industry and attempt to maintain the vertical’s addressable market, as well as looking for growth in states where the format isn’t yet banned, which are still in the majority.
With essentially all major sweeps operators counted as members, it’s now got everyone on the same page when it comes to advocacy and messaging, giving the industry a truly unified voice.
Author: Joseph Allen
Updated:
