New Trade Group SGLA Aims to Normalize Sweepstakes Gaming in the U.S.
A new industry group — the Sweepstakes Gaming Legal Association (SGLA) — has officially launched in the United States, aiming to provide structure, support, and legitimacy to the growing sweepstakes casino industry. Formed in May 2025, the SGLA brings together legal professionals, platform operators, compliance experts, and policy advocates to address what it sees as growing misinformation and bias around the sweepstakes gaming model. The group says its mission is to "advance a responsible, transparent, and consumer-friendly sweepstakes ecosystem".
Who’s Behind the SGLA?
The founding members include law firms, gaming consultants, and sweepstakes operators who say they are united by a shared commitment to regulatory clarity and fair industry practices.
Some key objectives for the SGLA include:
- Educating policymakers and the public on how legal sweepstakes casinos operate
- Promoting best-in-class compliance standards for mail-in entries (AMOE), user verification, and prize redemption
- Creating a more consistent set of self-regulatory principles for sweepstakes casino brands
The SGLA also plans to publish white papers and resources to help new entrants and lawmakers better understand the space.
Why Now? A Response to Growing Scrutiny
With sweepstakes casinos gaining visibility in states like Texas, Florida, and California, regulators and media outlets have started scrutinizing the model more closely. Some critics mistakenly compare sweepstakes platforms to unlicensed gambling operators — a comparison the SGLA calls misleading.
“Consumers deserve both entertainment and protection,” a founding spokesperson said. “We believe a united voice is critical to preventing harmful overregulation or misinformation from undermining access to this legal and exciting format.”
What This Means for Players and Platforms
The launch of the SGLA could have major implications for both users and businesses:
- For Players: It signals a push toward more transparent, fair, and secure sweepstakes platforms.
- For Operators: It may help build credibility and distinguish responsible brands from low-quality imitators.
Sweepstakes casino users can expect more resources around player rights, safe play, and AMOE guidance to come from the association in the near future.
FAQs – SGLA & Sweepstakes Industry
What is the SGLA? The Sweepstakes Gaming Legal Association is a newly formed trade group representing the interests of legal sweepstakes casino platforms and related stakeholders.
Is the SGLA a regulator? No. The SGLA is an independent trade body that promotes best practices and public education, but it does not enforce regulations.
How does the SGLA benefit players? It supports player protections, fair AMOE policies, and industry transparency — all contributing to a safer experience.