Industry News

Social Gaming Leadership Alliance: A New Sweepstakes Advocacy Group

Michel Anderson Updated on: May 21, 2025 6:26 PM ET

A new sweepstakes gaming advocacy group has stepped forward as the industry faces continued legal challenges. The Social Gaming Leadership Alliance's (SGLA) hip features some of the biggest social gaming brands such as Pulsz, Chumba Casino, and McLuck.

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Key Highlights

+ What's It All About: What is the Social Gaming Leadership Alliance's mission, and what are its stated goals?

+ Who Is Part Of The SGLA?: Who are the partners that make up the SGLA, and who leads the group?

+ Differences From SPGA: How different is the SGLA from the Social and Promotional Games Association?

The social gaming industry has come under fire lately, with state after state questioning its legality within their jurisdictions. Some states may only study how to address social gaming, while others, like New York, have tabled legislation to ban social games.

With approximately 55 million Americans playing sweepstakes games, the industry's stakes are high, and the SGLA hopes to turn the tide in its favor.

What Is The SGLA All About?

The stance of the Social Gaming Leadership Alliance is quite clear. Its website states they want to "advance free, safe, and engaging online social games."

The group sets four core ideals for its mission: free to play, responsible gameplay, protecting the community, and respecting age restrictions. All four core statements are directed to regulators in an attempt to prove the group shares their same ideals and create a bridge towards regulation.

After all, that's the end-game for social games, to enter the regulated space as is stated in the group's list of initiatives: "Engaging with policymakers and other stakeholders to develop frameworks that reflect social gaming's role as a safe and growing component of the interactive entertainment industry."

Former Congressman Jeff Duncan leads the SGLA as its Executive Director. Duncan represented South Carolina's third district for 14 years from 2010 to 2024.

What Differentiates The SGLA From The SPGA?

Again, there are now two organizations that advocate for social gaming. The first one was the Social and Promotional Games Association (SPGA). The SPGA has been around since early 2025 and has been a loud voice for social games, trumpeting legal wins in Maryland, Arkansas, and Florida, and venomously opposing "catastrophic" laws like New York's Bills S5935.

I reached out to the SPGA for comment on the creation of the SGLA, and a spokesman replied with a ive message welcoming another voice to the table: "We applaud any effort to advocate for consumers and protect the rights of millions of American adults to play the games they love."

The spokesperson continued, pointing out the two groups' differences while highlighting their shared goal: "While the SPGA and SGLA serve different constituencies within the broader sweepstakes and social gaming landscape, we share common values: player protection, innovation, and responsible access to lawful games."

Serving two different constituencies highlights perhaps the largest difference between the two groups; SGLA's hip is shared on its website, while the SPGA has not officially shared who its are.

With two groups dedicated to moving social gaming into the regulated space, we'll see if both can coordinate and reach their stated goals.