As in any growing industry, the rapid expansion of sweepstakes gaming demonstrated a clear need for an organization that would represent the players and companies involved.
Social and Promotional Games Association (SPGA)
This came to fruition in September 2024 with the launch of the Social and Promotional Games Association (SPGA), which saw 11 member companies join forces to promote the legitimacy and safety of sweepstakes casino sites.
SPGA Merges Into SGLA
Although the SGLA was formed at a later point, the two trade groups united under the moniker of the latter in September 2025.
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What Is the SPGA?
The Social and Promotional Games Association, aka SPGA, is an organization formed in September 2024 by US-based social gaming platforms.
The Association’s goals are to unify platforms within the industry and represent them, educate the public, and promote the best practices for responsible gaming with full regulatory compliance.
How Does the SPGA Define Social Gaming?
Also referred to as promotional gaming, social gaming includes casino-style games with free-to-play tokens, usually called Gold Coins.
While social gaming sites allow players to purchase coin packages and cash out real cash prizes, they remain free to enter with no obligation to make a single purchase.
Social gaming sites use virtual currencies that have no real-world value.
What’s the Goal of the SPGA?
As per the official statement, SPGA’s mission is to protect sweepstakes casino players through responsible gaming promotion, while pushing for responsible innovation and advocating for clear regulations that would allow the industry to flourish rather than stifle it.
The four key pillars of the SPGA are defined as:
- Safeguarding Player Interest through protection measures and responsible gaming tools.
- Industry Advocacy through federal and state law compliance.
- Education of both its members and customers to promote best advertising and disclosure practices. This includes transparency regarding odds, games, and free entries.
- Continuous Innovation and Growth by working on developing regulations and rules recognizing social games as the unique category they are.
Who Are the Members of the SPGA?
Upon launch in September 2024, the SPGA had 11 founding members. The list included:
The organization’s representatives explained that more companies have joined since the launch, and while all sweepstakes casinos can apply for a membership, only those who pass the mandatory standards can actually join the SPGA.
Soon after its launch, the Association started setting up specialist committees of highly qualified executives from its members group, combined with regulatory specialists, to assist the development of available resources.
If you are wondering, why are VGW and B2 brands missing from the list? – the bunch has formed their own trade group, called Social Gaming Leadership Alliance (SGLA).
Actions Taken by the SPGA
Apart from offering educational resources, the SPGA introduced a Code of Conduct just two months after its official launch. The document highlighted the commitment of all SPGA members to full compliance and maximum social gaming safety.
The certification process highlights the use of KYC technology, age and location verification, and AML policies of all members.
In the document, SPGA explained the Code of Conduct’s foundational pillars:
- 18+ age verification
- Proper ID verification through KYC
- Location verification of all customers
- AML policies to monitor transactions properly
Beyond these documents, the SPGA takes an active stance on behalf of the industry and encourages public discussion.
In the recent Maryland lawmakers’ announcement to outlaw online sweepstakes casinos, the SPGA firmly stated it rejects the bill’s conflation of social sweepstakes with illegal market products, branding the legislation “another unfortunate example of anti-competitive special interests bending the legislature to their will at the expense of innovation, small businesses, and the millions of consumers who enjoy the safe and engaging mobile games offered by social casinos.”
New Jersey’s decision to attempt to regulate sweepstakes casinos was met with a different stance, with the SPGA stating it welcomes the bill introduced by Assemblyman Clinton Calabrese that would require sweepstakes casinos to adhere to the same regulations as the rest of the iGaming framework.
SPGA Battling Misinformation Regarding Sweepstakes Casinos
Since its launch, the SPGA has underscored the importance of dealing with misinformation surrounding the online sweepstakes casino industry. The organization stresses that many sources have a skewed image of social gaming.
In the October SPGA Video Briefing, Matt Kaufman, Managing Director, Digital & Interactive Gaming at Eilers & Krejcik Gaming, said that sweepstakes casinos do not fall in the gambling category because they do not meet the three elements required by the definition in the US casino industry: a tangible prize, chance, and consideration.
Because of the free play mode and the AMOE, the consideration element is not present in the equation. During the interview, Kaufman added he expects more mainstream games to start incorporating sweepstakes elements to their offerings.
Similarly, an SPGA spokesperson told Straight to the Point that innovation like the sweepstakes casino model has expectedly found itself “under fire from incumbents,” adding that a significant part of the Association’s mission is “to counter the misinformation campaign mounted by companies who simply don’t like competition.”
The spokesperson pointed out: “Millions of American adults enjoy the games offered by SPGA members, and it’s not hard to see why.’’
“When you take the traditional social casino model – a category where Americans already spend billions of dollars annually – and add the ability to win prizes without ever needing to make a purchase, that’s simply making a good product even better.”
SPGA’s Role in the Future of the Sweepstakes Casino Industry
Here at SweepsKings, we believe that an organization like the Social & Promotional Games Association (SPGA) is an important component for helping the industry flourish, especially working alongside the more recently established Social Gaming Leadership Alliance (SGLA).
As multiple Association representatives pointed out, the online sweepstakes casino model is here to stay. That said, a recent law passed in Montana has defined the format as illegal, with the SPGA releasing a statement challenging the news.
As the industry grows and faces new challenges, having an organization to provide all players with a unified voice is vital. We intend to do our part and keep you posted on the latest updates and the group’s work.
Author: Alex Windsor
Updated:
The man, the myth, the legend, Alex is the head honcho in charge of SweepsKings, where he puts his 15+ years of iGaming experience to good use. He ensures all articles are accurate and motivates the team to produce truly exceptional content. Whenever you receive an exclusive bonus from SweepsKings or learn about a brand-new sweepstakes casino, you can thank Alex!
The man, the myth, the legend, Alex is the head honcho in charge of SweepsKings, where he puts his 15+ years of iGaming experience to good use. He ensures all articles are accurate and motivates the team to produce truly exceptional content. Whenever you receive an exclusive bonus from SweepsKings or learn about a brand-new sweepstakes casino, you can thank Alex!
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