A Second Trade Body Enters the Chat
The U.S. sweepstakes and social casino sector just got a new voice. Virtual Gaming Worlds (VGW), the company behind Chumba Casino and Global Poker, has joined forces with fellow operators to launch the Sweepstakes Gaming Legal Association (SGLA). This association represents a new industry alliance which is aimed at guiding the future of sweepstakes-based online gaming.
The group is led by former U.S. Congressman Jeff Duncan, who will serve as executive director. As scrutiny from lawmakers and regulators gets even more serious, VGW and its partners are stepping forward with a clear message this sector is legitimate, widely embraced, and ready to meet a higher standard.
Who’s Backing the SGLA?
The founding members of the SGLA include a mix of high-profile sweepstakes and social casino operators:
- VGW (Chumba Casino, Global Poker, LuckyLand Slots)
- Playstudios
- Yellow Social Interactive (Pulsz)
- ARB Interactive (Modo)
- B-Two Operations (McLuck, Hello Millions, Spin Blitz)
- Nuvei, a Canadian payment processor
In a public statement, Duncan emphasized that the coalition is ready to engage in regulatory discussions:
“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.”
He also added that:
“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.”
What the SGLA Plans to Do
The SGLA is stepping in as a much-needed voice for a space that has grown fast but doesn’t have much structure or representation, especially where it matters.
Sweepstakes casinos have exploded in popularity, but they’ve also caused a fair amount of confusion. They’re often mistaken for traditional gambling, even though they operate under a completely different legal framework.
Here’s what the group says it’s here to do:
- Advocate for sensible, modern regulation
The kind that actually understands how these platforms work, not laws based on outdated assumptions. - Promote player protection and industry integrity
That means backing operators who are doing things right, not just whoever can market the loudest. - Clarify the legal status of free-to-play sweepstakes models
Especially when it comes to dual-currency systems, prize redemptions, and the fine line between contests and real-money games.
The group’s founding principles center on:
- Responsible gameplay
Including tools to help users set limits, self-exclude, and engage in digital entertainment safely. - Age-restricted access
Platforms must maintain strict access controls to prevent underage users from participating. - Transparent platform operations
With clear terms of service, contest rules, and no hidden mechanics or fine-print tricks. - Strong data and financial protections
Ensuring players’ personal and payment information is handled with the same care as any licensed operator would provide.
The plan is to work directly with lawmakers and regulators, but also to make a case to the public and press, because the biggest challenge right now isn’t just legislation. It’s the widespread misunderstanding of what these platforms actually are.
VGW’s Strategic Positioning
For VGW, this move marks a strategic shift from being just a market leader to being a policy influencer. CEO Laurence Escalante said:
“VGW has consistently led the way in innovation and player-first practices.”
VGW’s decision to help launch the SGLA isn’t just well-timed — it’s a direct response to real pressure. Over the past year, the company and other sweepstakes operators have received cease-and-desist orders from regulators in states like Connecticut, Idaho, Michigan, Montana, Nevada, and Washington. In Nevada, things went even further: VGW’s Global Poker brand had to shut down entirely, with player access officially ending in April 2025.
Rather than staying silent or reactive, VGW is choosing to help shape the regulatory conversation, starting with the SGLA.
The SPGA: Ally or Competitor?
The launch of the SGLA comes just months after a similar group, the Social and Promotional Gaming Association (SPGA), was formed in September 2024. That group includes operators like Fliff, Blazesoft, High 5 Entertainment, and FSG Digital.
While VGW is notably not a member of the SPGA, both organizations appear to share common goals. In a statement to NEXT.io, an SPGA spokesperson said:
“We applaud any effort to advocate for consumers and protect the rights of millions of American adults to play the games they love. While the SPGA and SGLA serve different constituencies within the broader sweepstakes and social gaming landscape, we share common values: player protection, innovation, and responsible access to lawful games.”
So far, the existence of two parallel groups hasn’t sparked any direct conflict, but it raises the question: is the industry uniting or quietly competing over its future direction?
Why Now?
The timing isn’t random. The sweepstakes gaming space has been under mounting pressure from:
- State regulators issuing enforcement actions
- Lawmakers introducing laws to restrict or ban sweepstakes casinos
- Media narratives that often confusing these platforms with traditional real-money gambling
At the same time, more people than ever are playing these games. Millions of U.S. players are using sweepstakes casinos legally, even in states where traditional online gambling isn’t allowed. But with the industry growing fast and the rules still unclear, it’s hit a turning point. The SGLA wants to fill that gap by bringing structure, education, and a stronger voice to a space that clearly needs it.
What’s Next for the SGLA?
While still in its early days, the SGLA has a long runway ahead. Future initiatives could include:
- Creating best practices frameworks for platform operations
- Rolling out certification or compliance programs
- Lobbying for state-level legal clarity that separates sweepstakes models from illegal gambling
- Acting as a media and policy liaison during ongoing regulatory debates
Over time, the SGLA could become the industry’s go-to voice, or may end up working alongside the SPGA, either in partnership or, at odds.
What This Means
The launch of the SGLA marks a turning point for the sweepstakes gaming sector. VGW and its allies are showing that they’re not just willing to comply with regulation, they’re ready to help define it.
Whether this move helps unify the industry or just deepens the divide remains to be seen. But one thing is clear: in a space often accused of operating in the shadows, the SGLA is stepping squarely into the light.
Blaise Luis
