The legality of casino sweepstakes websites and applications is under scrutiny in various states.
Gaming authorities argue that the platforms amount to unlawful gambling. Sweeps backers assert that they provide casino games that are free to play, with actual cash rewards available solely for specific wagers.
In the midst of the upheaval, numerous celebrities persist in supporting their activities. The involvement of celebrities like Drake and Ryan Seacrest in promoting what the Connecticut Department of Consumer Protection and other state agencies claim is illegal gambling has only intensified the situation.
Sweeps casinos are promoted as social gaming platforms where players do not need to purchase credits to join in. Nevertheless, once a player consumes their supply of complimentary gold coins, they receive chances to buy "sweeps coins."
The sweep coins can be utilized to join alleged sweepstakes competitions where online slot machines and table games determine if the player receives a cash prize.
Celebrity Sweepstakes Promoters
Drake has been a notable supporter of Stake, a casino known for its sweepstakes. Seacrest, the presenter of “Wheel of Fortune,” one of the leading slot brands in the U.S., promotes Chumba Casino, which the Maryland Lottery and Gaming Control Agency issued a cease-and-desist order against last week.
Janel Parrish, a winner of the Teen Choice Award four times, is also endorsing Chumba Casino. Although state regulators in Maryland and three additional states claim that Chumba Casino is operating an unlawful online gambling business, Parrish recently used X and Instagram to encourage her followers to register and participate.
"I just want to let you know that you should start playing Chumba Casino because you can play completely for free. New users will receive two million free gold coins … and you can start playing right away,” Parrish said.
VGW, the Australian online social gaming powerhouse responsible for Chumba Casino, has compensated Michael Phelps millions to promote its Global Poker platform. In addition to poker games and tournaments, Global Poker asserts that it is “always free to play” while necessitating the purchase of sweeps coins for cash game participation; it also provides casino games and interactive slots. DJ Khaled has also provided his image for Global Poker.
VGW's LuckyLand Slots has teamed up with slots influencer Brian Christopher. Paris Hilton has promoted the WOW Vegas social gaming venture, while Twitch streamer Amouranth endorses PlayFame.
Sweeps Functioning in Ambiguous Territory
Branding experts state that utilizing celebrities to endorse a product or business increases awareness of the company and adds a level of credibility to the service. For social sweeps, though, that may not be the case.
Howard Glaser, the global head of government affairs and legislative counsel at Light & Wonder, informed the Daily Mail that the majority of Americans are too intelligent to be swayed by celebrities endorsing lotteries based in offshore sites.
"I’m not sure — ‘If you don’t trust us, you can trust Paris Hilton’ — is a winning message for companies operating multibillion-dollar illegal operations out of places like Malta and the Isle of Man,” said Glaser. “Celebrities who lend their names to shady illegal gambling sites are, at a minimum, putting their reputations at risk as well as courting civil and class actions by consumers who allege harm. There is also some risk that state regulators and state attorneys general rope celebrity endorsers into enforcement efforts for facilitating illegal gambling.”
The Social & Promotional Games Association, which asserts its commitment to advocating for “open, creative, and responsible social and promotional gaming experiences,” states that sweeps operations “provide engaging experiences that combine the excitement of gaming with innovative social and promotional features” centered “on enjoyable and interactive gameplay instead of cash prizes.”
