Sweepstakes’ next chapter: Exploring global potential, US regulations and player preferences

Sweepstake casinos have seemingly come out of nowhere to dominate the discourse across the US. We spoke to a number of providers who have entered the space to see what their expectations are, and how far the sweeps vertical can go alongside the traditional casino experience.

With/ Rory Kimber, Commercial Director at LuckyStreak, Daniel Mitton, Chief Business Development Officer at Sweepium and Allan Turner CEO at Cogniplay

What games are best received by sweepstake customers? Traditional games or more gamified titles such as boosted multipliers or big jackpot games?

RK: I would say that for live dealer, it’s a traditional genre of games that are popular with sweepstakes casinos players, and as we’ve seen, particularly Blackjack. US players are more likely to play in land-based casinos, so the authentic and human aspects of live dealer games naturally resonate well.

We’ve seen a big uptake of all our core games, which was gratifying, but that’s not to say the gamification aspect doesn’t play a role, as our leaderboards and tournaments are popular and very effective, particularly with this segment of players that are looking for more than just gameplay.

In slots it seems to depend on the brand; some operators bring in players who want traditional maths and features but an increasing number are seeing strong performance from new games with unique features that never lose your attention for a second. The providers that create games with sweepstakes players in mind will be more likely to see success.

AT: What we’re seeing is that players seem to lean towards games that feel quite traditional and familiar to them in most cases. Although, they often come with features like fixed jackpots that scale with your bet, which adds a bit more excitement to their playing experience. I would say that users are gradually getting more experimental over time, and as the prevalence of non-US based games providers increases on sweeps sites, with them applying the sweeps mechanic to their games, innovation is certainly speeding up, and this is being embraced by users.

DM: What we’re seeing from the U.S. audience is a clear preference for high-energy, feature-rich games. Titles that include interactive mechanics, boosted multipliers, or big-event style moments consistently drive the most engagement. These kinds of experiences are more immersive, more social and they give players a sense of momentum and excitement.

That said, traditional slots and classic-style games still play an important role especially as an entry point for new users. Over time, players really respond to content that feels fresh, dynamic and packed with surprises. It’s not just about spinning, it’s about participating in an entertainment experience.

Do you tweak titles to be unique to sweepstake casinos, or does the same product respond well on traditional online casinos and social?

AT: Right now, we mostly work with studios to handle any tweaks, though in general, the classic versions of games tend to perform well across different platforms. One area that we do see more interest in the sweeps market, is in things like fishing and shooting-style games, which have a real captive audience in the US, due to the history of fish table games in the market. One tweak that a lot of brands are employing is asking their game providers to create branded games for them, which in a lot of cases tends to perform very well, particularly for the more well-known brands.

RK: We tweak our games to be compliant first and foremost, but in terms of the actual gameplay in the Live games, it’s pretty much the same.

For social casinos in particular, there are necessary changes because the number of coins people win can be enormous, so that requires some thought too. For slots, we’ve seen our providers make sure the fastest gameplay settings are defaulted, along with all their features enabled that some regulated markets don’t allow, but really a lot of the time the gameplay experience is comparable.

That being said, providers who build sweepstakes and social titles from the ground up do go about things in a different way and have those players front of mind throughout the development process and that has been successful.

DM: We’ve found that the core product translates well across both traditional online and sweepstakes platforms especially when it comes to high-quality, well-designed games. The fundamentals of engaging gameplay, strong visuals and smooth mechanics resonate just as strongly with sweepstakes players as they do in real-money or social environments.

That said, there are subtle but important differences in how players engage. In sweepstakes, we tend to see more interest in longer session times, progress-based features and community-driven elements, which slightly shifts how we position and present the content. For example, boosted multipliers and timed events do especially well in the sweeps format because they align with that desire for ongoing entertainment and personal achievement.

Ultimately, a strong core game can succeed in both spaces. It’s about making the right adjustments to match player expectations keeping the experience fresh and engaging.

Do you think sweeps will become as popular throughout Europe as they are in the US?

RK: I think the elephant in the room is regulation. Sweepstakes are a popular product but are inextricably linked to what local regulation allows. For European markets where the real money industry has experienced  stringent regulations I believe there is a space for sweepstakes casinos to come in and give players an experience more comparable to what they enjoyed a few years ago. I’m no expert on the legalities of sweeps in each of these jurisdictions but I’d be very surprised if they don’t gain a foothold in the European market somewhere.

DM: There’s definitely potential but the dynamics are different. In the U.S., the appeal of sweepstakes is closely tied to accessibility and the ability to engage across most of the country, on a state by state basis. That’s given the model a unique edge in the U.S. market.

In Europe, where the digital entertainment and gaming landscape is already well-established, the path might look different but I do think there’s room for growth, especially in areas where lightweight, low-barrier gaming experiences are in demand. The key will be localization, cultural relevance and regulatory framework. The model works best when it speaks directly to the habits and preferences of each market.

AT: Personally, I think it’s all about how market conditions change in Europe in the coming years, particularly with regards to regulation. In the US sweeps has become particularly popular because it has filled the void left by the fact there are still so few regulated states for real-money gaming. Does this void exist in Europe in the same way? Well, no, not in most countries, not now anyway. However, should regulators continue their current path to over-regulation, who knows how that will end up. There are already several sweeps’ sites operating in a few European markets, that are already quite over-regulated, and that trend could well continue apace.

Sweepstake casinos have shot to popularity in a swift time frame. Where do you think they’ll be in 5 years’ time?

AT: This is the billion-dollar question on everyone’s lips right now, with regards to sweeps, it’s certainly a question we get asked a lot! Obviously, there is a lot of noise about sweeps at the moment, and a huge number of variables to consider, and its’ anyone’s guess how it will all turn out in the end. Ultimately there is a huge demand in the US for online gaming products, and it seems logical, as part of free market economic theory that unless regulated gaming can progress much more quickly than it is now.

RK: Well again the obvious answer is what US regulators do – both in terms of the speed of opening up new states to online casinos, to how they respond to the growth of the sweepstakes sector. If things carry on largely the same I can see sweepstakes being at a similar level in terms of market share, perhaps even growing as more providers and new operators enter the market and improve the product offering.

I think overall it will be a balance, as certain areas in the US close off sweepstakes, other markets round the world will open up, so I see a steady path ahead on a global level – although perhaps not a repeat of the explosion we’ve just witnessed. Social is a different kettle of fish: I believe it will continue to grow rapidly and become linked in more interesting ways with the acquisition activities and  loyalty programmes of real money gambling companies, whether they be land based or online.

DM: Looking five years ahead, I see sweepstakes platforms evolving into full-scale entertainment hubs. The future isn’t just about gameplay, it’s about creating connected, content-rich environments that bring together digital experiences, creator-driven events and community engagement.

We’re building platforms where people don’t just come to play, they come to interact, explore and be part of a larger digital culture. That could mean live-hosted experiences, interactive tournaments or even crossovers with music, sports or media. The sweepstakes format is incredibly flexible and that gives us the ability to adapt fast and scale with the culture. In short, we’re not just part of the digital entertainment world, we’re helping shape where it’s going next.