Following the turbulence occurring in the sweepstakes casino market, the Social and Promotional Gaming Association (SPGA) and the Social Gaming Leadership Alliance (SGLA) have merged to form a singular pro-sweepstakes initiative.
This consolidation effort will see the SPGA dismantled in favor of a unified voice. Previously, both organizations had independently battled anti-sweepstakes rhetoric.
However, the recent passage of California’s AB 831 through the Assembly has forced both groups to alter course. The bill – which now rests on Governor Newsom’s desk for signing – outlaws social gaming platforms that utilize dual currency systems; essentially forcing social gaming platforms out of the state.
Speaking to Gambling Insider, an SPGA representative outlined the importance of a combined pro-sweepstakes message during the current industry climate:
“The SPGA is consolidating its efforts with the SGLA. The category is best served by a clear and consistent voice from one group. We’re proud of what our members have accomplished and look forward to the continued leadership of the SGLA.”
SGLA to absorb SPGA
The state of today’s sweepstakes scene virtually demands consolatory leadership.
This fact has been made abundantly clear by anti-social gaming messaging in California – where AB 831 unanimously cleared Senate and Assembly votes.
Throughout the bill’s journey, both the SPGA and SGLA separately advocated for social gaming products. Their efforts ultimately fell in vain, with legislators comprehensively backing the ‘gut and amend’ motion.
Now, as AB 831 sits on the Governor’s desk alongside several other state-backed motions, the SGPA accepts that clear communication from a single source trumps multi-entity correspondence.
Thus, the group will partner with the SGLA and cease all self-governed operations.
Long-time followers of either group may find these developments surprising given the SPGA’s commanding stature in the social gaming world. It was founded by an amalgamation of 11 different pro-sweepstakes companies in mid-2024, and immediately understood the significance of clear-cut coalescing voices – as demonstrated by the body’s launch website:
“By uniting platforms under a single banner, we present a unified voice for integrity and responsibility in social and promotional gaming.”
The SGLA entered the picture in May 2025 and, like the SGPA, garnered support from several sweepstakes operators. Despite plans to ensure that those with vested interests “better understand this growing industry“, the group could not halt the momentum of AB 831.
Believing that fragmented signalling partially paved the way for this controversial bill, the SGLA and SGPA shall henceforth work as a unit, not in parallel.
What next for the new-look SGLA?
With the SGPA no more, it is up to the SGLA to fight expansive anti-sweepstakes measures.
Now bolstered by a renewed focus, the SGLA will likely support or develop counter-proposals once Governor Newsom confirms the act as law. As things stand, AB 831 stands on the brink of becoming legal tender in the industry’s most vital state.
Further, the revamped organization will seek to protect and maintain the sweepstakes scene’s legitimacy, which has suffered major blows – not least in the wake of lawmakers’ targeting of software developers.
In one striking example, renowned gaming studio Pragmatic Play departed the US sweepstakes market in the wake of potential legal ramifications for providers.
Similar skirmishes await elsewhere. New York, New Jersey, Louisiana, Connecticut, Nevada, Maryland and Montana have each presented legislative arguments to take down social gaming, while Arizona has cautioned players against using sweepstakes casino platforms.
It is up to the SGLA to steer the ship – knowing that several icebergs lie in wait.
