Social Gaming Leadership Alliance Launches to Become a New Voice for the Social Gaming Industry

A New Voice for Social Gaming

The Social Gaming Leadership Alliance burst onto the scene ready to roll as a unified voice for the booming online social gaming sector.

Spearheaded by Virtual Gaming Worlds, the powerhouse behind Chumba Casino, LuckyLand Slots, and Global Poker, the SGLA brings together heavy hitters like PLAYSTUDIOS, Yellow Social Interactive, ARB Interactive, B-Two Operations, and payments firm Nuvei.

With sweepstakes casinos under fire from regulators, the alliance aims to spark a fact-based dialogue and juice up industry standards.

Social gaming, unlike real-money gambling, lets players enjoy casino-style games for free, with optional purchases and sweepstakes for prizes.

But states like Michigan and Connecticut have slapped cease-and-desist orders on operators like VGW, questioning their legality. The SGLA plans to educate lawmakers and the public, pushing for sensible rules that protect players and platforms

“The SGLA’s partners are uniquely positioned to work with lawmakers, stakeholders and players to support innovation in digital games,” said Jeff Duncan, SGLA’s executive director and former U.S. Representative.

Four Core Principles

The SGLA’s built on four big ideas to keep the industry legit and player-focused. First, games must always be free-to-play, with no purchase required, ensuring everyone can join the fun.

Second, responsible gameplay is key, with tools like purchase limits and self-exclusion to keep things safe and fair.

Third, protecting players and platforms means top-notch security, like robust KYC checks and data protection.

Finally, casino-style games are for adults only, with strict age verification to block minors.

VGW, the market leader with over 90% of the U.S. sweepstakes casino share, is the driving force behind the SGLA. Founder Laurence Escalante said, “As a pioneer and market leader, we recognize the rising interest in our sector and our responsibility to both ensure the facts about our games, operations and standards are understood, and advocate for what we believe the appropriate industry frameworks should look like.”

The SGLA’s launch is VGW’s bid to shape the narrative amid growing scrutiny.

Facing Regulatory Heat

The SGLA’s timing is no accident, as sweepstakes casinos face a regulatory gauntlet. States like Louisiana, New York, and New Jersey are mulling bans, while lawsuits, like a Massachusetts class-action against VGW, claim its dual-currency model skirts gambling laws.

The SGLA aims to counter these challenges by promoting self-regulation and transparency.

Unlike the Social and Promotional Games Association, which shares similar goals but lacks VGW’s involvement, the SGLA wants to lead with “real people and brands” backing its advocacy, per Closing Line.

“Social games industry leaders are already investing heavily in financial security, data privacy, responsible social gameplay and consumer protections,” Duncan said.

With Jeff Duncan, a former South Carolina congressman, at the helm, the SGLA is gearing up to engage lawmakers and media. Its focus is strictly on sweepstakes and social casinos, steering clear of sports betting or crypto. The alliance will push for frameworks that recognize social gaming’s entertainment value, not as gambling.

Escalante added, “VGW has consistently led the way in innovation and player-first practices. Now, we’re excited to establish this Alliance with like-minded partners to take this further, promoting the highest standards of player protection and industry integrity.”