Another association advocating for the online sweepstakes casino industry has emerged, this time led by a former congressman.
VGW, a leader in the sweepstakes casinos market, announced the formation of the Social Gaming Leadership Alliance this week, looking to ensure “stakeholders better understand this growing industry, including free-to-play, casino-themed games that leverage sweepstakes promotions.”
Former South Carolina Congressman Jeff Duncan will serve as the executive director of the SGLA.
“Social games industry leaders are already investing heavily in financial security, data privacy, responsible social gameplay and consumer protections. And they are ready and open to sensible regulation that can benefit hard-working constituents in the states where they operate,” Duncan said in the release.
“The SGLA’s partners are uniquely positioned to work with lawmakers, stakeholders and players to support innovation in digital games and ensure millions of Americans have the freedom to enjoy the games they love in a safe environment. I look forward to working with state and industry leadership to do just that.”
Second group for sweepstakes casinos
The SGLA is different from the Social and Promotional Games Association, which a different group of operators established last year. During the 2025 legislative sessions, the SPGA has been vocal about the various legislation filed that address sweepstakes.
VGW, which operates sites like Chumba Casino and Luckyland Casino, is not a member of the SPGA. Along with VGW, the SGLA also includes:
- Playstudios
- Yellow Social Interactive, which operates Pulsz.
- ARB Interactive, which operates Modo Casino.
- B-Two Operations, which operates McLuck, Hello Millions and Spin Blitz.
- Payment provider Nuvei
SGLA mission aims for ‘appropriate oversight’
The SGLA aims to “Set the standard for responsible innovation and advocates for appropriate oversight.”
“As a pioneer and market leader, we recognize the rising interest in our sector and our responsibility to both ensure the facts about our games, operations and standards are understood, and advocate for what we believe the appropriate industry frameworks should look like,” VGW founder and CEO Laurence Escalante said in a release.
A release outlined four main principles:
- Free-to-play
- Responsible social gameplay
- Protecting players, platforms and community
- Age-restricted platforms
The group is not extending its representation to sports products, nor those transacting in cryptocurrency.
