Social Gaming Leadership Alliance Redefines Sweepstakes Casinos as “Social Plus”
The Social Gaming Leadership Alliance (SGLA) announced a major initiative to redefine and rebrand the category of online social games that utilize sweepstakes promotions. The industry group will now use the term “Social Plus” to describe these platforms, which are commonly known as sweepstakes casinos. This information was sourced from Sweepsy.com.
The rebranding effort aims to simplify communications and highlight crucial consumer safeguards as the SGLA expands its lobbying and educational activities nationwide.
Rebranding for Clearer Communication
The primary driver for the rebrand is to replace the cumbersome phrase “online social games with sweepstakes promotions” with a concise, positive term. Sean Ostrow, Managing Director of the SGLA, stated that the longer phrase was “a pretty laborious thing to say repetitively.” The new term, “Social Plus,” is intended to be an “understandable and easy-to-share way” to positively describe the game category.
The “Social Plus” label is designed to emphasize the core components of the experience and the value proposition.
- Social Games and Entertainment. This remains the foundation of the offering.
- The “Plus” Factor. This element highlights the rewards players can receive, in addition to the crucial safeguards implemented by alliance members.
These protective layers include robust age verification, strict financial data security, and readily available tools for responsible gameplay.
Expanding Advocacy and Regulatory Outreach
Under Ostrow’s direction, the SGLA is ramping up its efforts in advocacy and education. The alliance plans to engage directly with lawmakers and attorneys general to discuss their products and the implementation of these safety measures.
The SGLA is focused on advocating for consistent state regulatory and taxation frameworks that benefit players, communities, and the industry as a whole. This outreach is critical as “Social Plus” games already face limitations or prohibitions in several states. In 2025 alone, states including Montana, Louisiana, New York, Connecticut, New Jersey, and California introduced bans or significant restrictions on this category of social gaming.
The SGLA is also actively seeking new partners who are committed to upholding the alliance’s high standards for safety and responsible social gameplay. This expansion aims to present a unified front to ensure the category’s continued operation through adherence to strong consumer protection principles.
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