The Social Gaming Leadership Alliance (SGLA) launched in May 2025 with backing from VGW — the company behind Chumba Casino, Luckyland Casino, and Global Poker — and several other firms. Industry leaders hope the Alliance will help lawmakers understand sweepstakes-style gaming and create rules that keep play fair, safe, and fun.
About the Social Gaming Leadership Alliance
The SGLA formed in response to growing regulatory and legislative pressure on the sweepstakes casino business model across the United States. Unlike the Social and Promotional Games Association (SPGA), which represents a broader set of digital game providers, the new Alliance focuses solely on sweepstakes and social casinos.
Jeff Duncan, a former U.S. Representative from South Carolina, serves as the SGLA’s executive director. Duncan emphasized that members are “ready and open to sensible regulation” and want to ensure “millions of Americans have the freedom to enjoy the games they love in a safe environment.”
The group’s stated principles include:
- Free to play: Games must always offer a way to play without spending money.
- Responsible social gameplay: Operators will monitor behavior, train staff on player safety, and give players tools to manage their time and spending.
- Protecting players and platforms: Members agree to use top-notch security, data protection, and financial crime prevention measures.
- Age-restricted platforms: Only adults may access casino-style games, with strict age checks to keep minors out.
These guidelines aim to create a clear, shared standard for the industry. By speaking with one voice, Alliance members hope to build trust with regulators, lawmakers, and the public.
Members and Main Goals
Alongside VGW, the founding partners include:
- B-Two Operations, known for McLuck, Hello Millions, and SpinBlitz
- Yellow Social Interactive, which runs the Pulsz brand
- ARB Interactive, operator of Modo Casino
- PLAYSTUDIOS, which powers MyVegas games for MGM Resorts
- Nuvei, a payments provider serving the sector
Laurence Escalante, VGW’s founder and CEO, noted that as “a pioneer and market leader,” VGW feels a responsibility to share accurate information about games, operations, and standards. He said the Alliance will push for “sensible regulatory frameworks” that recognize social games as a safe, growing part of the interactive entertainment world.
By joining forces, these companies plan to move beyond simple public relations efforts. The SGLA will take an active advocacy role—meeting with state officials, briefing legislators, and providing research—rather than having each company lobby alone. This unified approach could help solve common challenges such as confusion around sweepstakes rules, worries about underage play, and concerns about data privacy.
While the Alliance does not cover sports betting or cryptocurrency gaming, it stands to become the primary voice for sweepstakes casinos in policy debates. Industry watchers will be watching to see if its efforts lead to clearer laws and fewer restrictions on sweepstakes operators.
As the SGLA begins meeting with regulators and lawmakers, its success will depend on demonstrating high standards and real-world impact. For now, the launch marks a key moment: sweepstakes casino companies are publicly organizing to protect players and shape the future of their industry. Only time will tell if this new Alliance helps set fair and effective rules for social gaming on a national scale.
