From Retreat to Reboot
This spring, ACE wasn’t live in any of those four states. Then, somewhere between May and late September, it pulled them off its excluded list, joining a growing list of operators re-entering old markets as the U.S. sweeps map keeps shrinking.
It’s not alone.
- Baba Casino relaunched in six states after California’s Assembly Bill 831 passed.
- Spree Casino returned to Alabama and Georgia.
- McLuck, Hello Millions, and SpinBlitz followed soon after.
For most of 2025, all the headlines were about exits. Now, the story’s flipped, and everyone’s sneaking back in.
Why These Four States? Follow the Loopholes
Each of ACE’s new-old markets tells a slightly different story — but they all share one thing: gray-area opportunity.
Alabama — It’s one of the hardest places in the U.S. to run anything resembling gambling, with 13 active class actions against sweeps casinos on the books. But most of those lawsuits die in arbitration, thanks to the fine print buried in the terms and conditions. So ACE seems to have done the math — the legal risk is cheaper than leaving that revenue on the table.
Georgia — Another state with courtroom drama that fizzled out fast. A lawsuit against VGW (the company behind Chumba and LuckyLand) got tossed in 2024 when a federal judge ruled Georgia didn’t even have jurisdiction. Translation: the door’s still open. And with 11 million potential players, ACE couldn’t resist walking back through.
Tennessee — Regulators have been swinging hard this year, firing off cease-and-desists to offshore sportsbooks and sweeps-style operators. But the class action against VGW is crawling through the courts, so enforcement isn’t exactly roaring. ACE seems to be betting that the odds of a real crackdown are low — or at least lower than California’s.
Maryland — The state’s regulator has been busy handing out cease-and-desists to the usual suspects like VGW, Stake.us, McLuck, and more — but not ACE or its parent, Full Stop Limited. And since VGW is still active there, smaller players are taking that as a green light.
The California Problem
When California Governor Gavin Newsom signed AB 831 this fall, he didn’t just outlaw sweeps casinos, he nuked nearly 20 percent of the entire U.S. sweeps economy.
According to Eilers & Krejcik Gaming, California was projected to account for 17.3 percent of total 2025 sweepstakes revenue. That’s billions gone overnight when the law takes effect in 2026. Industry forecasts have already been slashed from $4.6 billion to $3.6 billion for next year.
ACE’s relaunch in four states won’t fill that hole, but it might cushion the fall. Together, Georgia, Tennessee, Maryland, and Alabama have around 30 million residents. Still less than California’s 39 million, but enough to keep the cash flowing and investors calm… for now.
A New Survival Strategy
This isn’t expansion — it’s adaptation.
As bans pile up, sweeps operators aren’t chasing growth anymore; they’re dodging extinction. The playbook now is simple: find “safe enough” states where the laws are fuzzy, the lawsuits drag on, and enforcement moves at a crawl.
It’s a calculated gamble: stay quiet, stay small, and hope the regulators won’t notice.
But that also means the spotlight is shifting. States like Tennessee and Maryland, once considered backwater markets, could suddenly find themselves front and center if more players and money start flooding in.
What It Means for Sweeps Operators
ACE’s move is a signal flare for the rest of the industry:
There’s still oxygen left — smaller states can fill temporary revenue gaps.
The legal patchwork is widening — what’s banned in one state is booming in the next.
The compliance risk is rising — every re-entry move adds scrutiny from regulators, AGs, and payment providers.
But the real question: will it last?
If history’s any guide, today’s “safe zones” could be tomorrow’s battlegrounds. Alabama and Tennessee already have courts sniffing around sweeps lawsuits. Maryland’s regulator has shown it’s not afraid of cease-and-desists. And Georgia? It’s one more attorney general press release away from another crackdown.
The Bottom Line: Survive Today, Worry Tomorrow
ACE Casino’s return to four previously closed states isn’t a victory lap, it’s a survival move. It won’t make up for losing California, but it might buy just enough breathing room before the next wave of bans hits.
As long as there are loopholes, there’ll be operators ready to squeeze through them, and ACE just proved it’s not done fighting yet.
Blaise Luis
