SGLA Proposes Rebranding Sweepstakes Casinos as ‘Social Plus’ Platforms

Social Gaming Leadership Alliance (SGLA), a leading advocacy group, is now pushing for a major rebranding of the industry it represents- the sweepstakes casino. The group announced that they’re proposing a transformation of “online social games with sweepstakes promotions”, or popularly called sweepstakes casinos, into “Social Plus” platforms. 

According to the group’s Managing Director, Sean Ostrow, the change in name aims to repackage the industry in a positive light, one that prioritizes rewards and safety. 

Interestingly, SGLA’s decision comes at a time when popular sweepstakes casino operators are taking heat from all sides. Laws and regulations are tightening, and plenty of states, including California, have closed all possible loopholes for sweepstakes casino operators.

A Campaign to Highlight Sweeps Games’ Rewards and Safety

For most critics and regulators, sweepstakes casinos are unsafe and put many players at risk. Operators and stakeholders are taking notice, and they’re now looking for ways to comply with strict laws and changing customer preferences. 

As the industry’s top advocacy group, SGLA is taking the initiative to support operators. In one of his recent interviews, SGLA’s Sean Ostrow stated that it’s “a pretty laborious thing to say repetitively”, referring to the terms online social games with sweepstakes promotions.

Social Plus, he says, is a bite-sized term that positively describes online social games with sweepstakes promos. Ostrow further adds that the term is easy to describe, easy to share, and something that is at the heart of what they do.

By using “Social Plus”, it highlights the industry’s commitment to rewards and safety, and reflects the steps taken by operators in keeping their players safe. Some of the top responsible gambling initiatives taken in recent years are age verification, financial data security, and other tools for safe gameplay.

Ostrow Leads SGLA in Its Lobbying Efforts

Ostrow joined SGLA last October 1st and has instantly embraced his role as a sweeps casino supporter. In addition to the rebranding, he’s also leading the expansion of the group’s advocacy and education efforts, meeting with lawmakers and attorneys general about the industry’s products and services. 

The campaign is crucial for the group and the industry in general, especially now that regulations are tightening. 2025 has been a tough year for sweepstakes casino operators, with several states issuing cease-and-desist orders or outright banning sweepstakes casino operations. 

Ostrow and SGLA acknowledge these, and it’s the primary reason why they’re looking to rebrand, add new safety railings for players, and actively look for partners that can help promote responsible gambling.

REFERENCES

• California’s AB831
• SGLA