What are Sweepstakes Casinos and Should UK Operators Try Them Out?
Sweepstakes casinos, gaining serious popularity in the US, are an alternative format to traditional online casinos. Instead of having to spend money, users can play their favourite games using gold or sweeps coins. As a result, sweepstakes casinos offer better value for money, alongside other benefits like exclusive bonuses and more social interaction.
While sweepstakes casinos are popular across the pond, they haven’t quite made the jump to the UK yet. Their current legal standing in the USA is facing doubt, as they’re embroiled in a legal battle with the American Gambling Association. This raises concerns for UK operators. In this article, we’ll look at whether sweepstakes casinos are worth a try and what makes them so popular.
A Quick Overview of Sweepstakes Casinos
Sweepstakes casinos, also referred to as social casinos due to their greater range of social features, don’t require money for playing like traditional casinos. Instead, they use virtual currencies, often referred to as gold or sweeps coins.
There are a few ways players can boost their tallies of these coins at sweepstakes casinos. During signup, players are often rewarded with a bonus of sweeps or gold coins to get them started. To top up their tallies, players can make the most of bonuses on the sites. Sweeps and gold coins are also up for grabs in tournaments and loyalty programs.
Rather than cashing out their coin total for money, players can get exciting prizes at sweepstakes casinos. While these can include cash, they can also be gift cards and merchandise.
Why are Sweepstakes Casinos So Popular?
Sweepstakes casinos are truly sweeping the market in the USA. A report from Optimove found that sweepstakes casinos saw player numbers grow by 16% month to month throughout the second half of 2024.¹ During the same time, traditional online casinos only saw a growth of 5%.
There are a few reasons sweepstakes are so popular, including their lower risk, better value for money and exclusive bonuses. Here they are in more detail.
No Money at Risk
Users can play at sweepstakes casinos without investing any of their money, representing a much lower risk. When players make the most of opportunities to scoop up coins, they’re able to play their favourite games, including blackjack, slots, roulette, and poker, for free.
Naturally, this is appealing to many players who still want to play these games, but don’t want to risk their money. It’s also a great opportunity for players to get to grips with the mechanics behind games, without losing their money.
One of the biggest concerns within the industry is responsible gambling, ensuring that all players gamble safely.² Sweepstakes casinos can also be a great method in helping to prevent high-risk behaviour, like overspending or chasing losses, as there’s no real money on the line.
Better Value for Money
Of course, with no investment needed, sweepstakes casinos represent a much better value for money than traditional casinos. Players are also able to make their gold and sweeps coins stretch further by making the most of bonuses and competitions where they’re up for grabs.
There’s a plethora of promotions available at sweepstakes casinos, including welcome bonuses, seasonal bonuses, and loyalty bonuses. By claiming offers like 100 coins for logging on daily, players can easily top up their coin totals.
Sweepstakes casinos also regularly have giveaways on their social media page, which are great ways to earn more coins. Players should keep an eye on their emails so they can claim any exclusive offers they receive.
A big part of sweepstakes casinos is the social element—meaning that tournaments and competitions are big deals. There are more prizes available through these forms than on traditional casinos, with players able to win plenty of coins. Those topping the leaderboards could even find themselves raking in tens of thousands of coins.
As well as competitions and tournaments, sweepstakes casinos also regularly host challenges. Players can complete these by achieving things like spinning a specific combination on a slot. As a reward, they’ll earn generous coin prizes.
In the iGaming market, there’s a current trend towards lower investment and lower risk options that sweepstakes casinos could capitalise on. This trend is represented through the rising popularity of slot games, another low investment option that has exploded in popularity in recent years. Between 2020 and 2024, the gross yield from slots increased 11% year on year in the UK.³ Sweepstakes casinos also appeal to these players who are looking to spend less while playing their favourite games.
Improved Socialising
Sweepstakes casinos are also known as social casinos, so it’s no surprise they’re well known for promoting interaction. They’re designed to be more social than typical casinos, frequently incorporating things like leaderboards and chatrooms. It’s also common for these casinos to allow players to share their scores and wins with the friends they’ve added on the site.
Social media is a prominent element of sweepstakes casinos, with most having a strong social media presence. Players can keep up to date with these accounts to find the exclusive bonuses and tournament opportunities. There’s usually a strong community formed around these accounts, with victories from real players often highlighted.
Why Haven’t Sweepstakes Casinos Made the Jump to the UK?
The legal standing of sweepstakes casinos could be one of the reasons why they haven’t yet made the jump to the UK. In the USA, they face an uncertain future, with the American Gambling Association introducing new legislation to restrict them in the same way as other gambling forms. Sweepstakes casinos are currently legal in most states, having been banned in Michigan in 2023 and illegal, alongside all other forms of gambling, in Washington since 2006.? In June 2025, Connecticut and Montana also banned sweepstakes casinos. However, the ongoing legal dispute with the AGA means they could soon be banned completely.?
There are further concerns about sweepstakes casinos as well. They’re currently viewed as social sweepstakes, meaning they don’t require the same licensing as traditional casinos. As a result, they don’t have to meet the same standards on responsible gambling.
The majority of sweepstakes casinos offer relatively few tools, which can leave players at risk. There are also concerns about the wagering requirements and withdrawal minimums at sweepstakes casinos. These can keep users playing longer and result in them having to spend real money to see any prize returns.
In the UK, sweepstakes casinos wouldn’t likely fall under the same category as they do in America. Under the 2005 Gambling Act, a sweepstake that requires payment for participation or provides significant prizes awarded by chance’, would be viewed as a lottery.? This would mean they may not be significantly different enough from current casino formats for operators to try them out in the UK.
Are Sweepstakes Casinos Worth a Try for UK Operators?
For players who want to control their spending when it comes to online gambling, sweepstakes casinos could be worth a try. There are plenty of other benefits as well, like improved social elements and exclusive bonuses. They’re also a great option for players who don’t want to risk money while playing their favourite games. All these benefits, alongside the market’s current trend towards lower stake games, have helped sweepstakes casinos become popular across areas like the USA.
However, for UK operators, their doubtful future could make sweepstakes casinos a risky investment. Many will have a keen eye on the American market to see how the legal battle between sweepstakes casinos and the AGA turns out. If sweepstakes manage to maintain their foothold, they could be a great option, allowing users to play their favourite games without breaking the bank. They could be well worth a try for UK operators.
- U.S sweepstakes casinos are exploding in popularity, but is it sustainable?, Written by Kevin Flynn, Published by CasinoTopsOnline.
- What is ‘Responsible Gambling’?, Written by GamCare, Published by GamCare.
- Market Overview- Operator Data to March 2024, Written by the UK Gambling Commission, Published by the UK Gambling Commission.
- Illegal Gambling Activities, Written by Washington State Gambling Commission, Published by Washington State Gambling Commission.
- AGA and SPGA in dispute over legality and impact of social sweepstakes, Written by Gambling Insider, Published by Gambling Insider.
- Gambling Act 2005, Written by Legislation.gov.uk, Published by Legislation.gov.uk.
