With sweepstakes facing an ever-changing legal landscape and having recently drawn fresh attention from Google, some industry lobbyists are aiming to rebrand sweeps gaming as “Social Plus.” But what exactly does that mean, and what’s behind the push for a new name?
Google’s recent clarification classifying sweeps as gambling is just the latest harbinger of change for the sweepstakes space, with many operators considering the best next steps as the legal framework in which they operate and the means through which they’re able to attract new players continue to change. The increasing shift from being considered “social gaming” to being regulated as more traditional betting and gambling has caused sweeps to tighten their approach.
Lobbyists in the space are now trying to rebrand and give sweeps gaming a new identity so to give the space some fresh breathing room. It’s unclear whether this rebranding can be implemented successfully or if it would stand to really change anything even if sweeps gaming was successfully rebranded as Social Plus. But with the ongoing push and pull between operators and regulators having so disrupted the sweepstakes industry, this latest shift shouldn’t come as any surprise.
Lobbying group Social Gaming Leadership Alliance wants to rebrand sweeps casinos as Social Plus to better clarify that the platforms are engaging in a social betting activity. SGLA managing director Sean Ostrow claims Social Plus is “a modern term for online social games with sweepstakes promotions.” The SGLA also claims that its members meet all requirements and operate by enforcing identity verification, restricting access to minors, and promoting responsible gaming practices.
Image credits: Google
Sweepstakes casinos
use a model where virtual coins are offered up for play, and players can win sweep coins which can be converted into real-cash prizes. Operators argue this makes sweeps gaming far different from outright gambling, and thus they shouldn’t be bound by the stricter rules and regulations that are typically applied to traditional gambling.
This hasn’t stopped lawmakers from continuing to further restrict sweeps operators, and now even Google has joined in classifying sweeps as being
more similar to traditional gambling
than to social gaming. With pressure and noise continuing to grow, it’s no surprise that at least some in the space would look for an alternative path forward.
This move by the SGLA appears to be an attempt to shift the narrative through a rebranding intended to again bring sweeps gaming to being considered to
social casino
activity. Whether this rebranding is implemented successfully or not remains to be seen. It may be an upbill battle for sweeps operators, as while the effort could potentially change how sweepstakes are perceived, it won’t actually change how they operate. And it’s that operation that continues to draw scrutiny.
Khizar Mundia has been playing video games for as long as he can recall. Things have come a long way since the many days he spent playing the original NES, though. He now covers a variety of competitive games and esports, as well as the world of streaming, ranging from Twitch to Kick. If it’s of interest to gamers, it’s of interest to Khizar.
