If you’re in one of the US states that don’t allow online casino games, you’ve probably already heard of sweepstakes alternatives. These legal gaming sites allow you to enjoy slots and other games for free, without having to invest any money at all. It means you can still play some top iGaming titles while in a jurisdiction that otherwise wouldn’t allow it. Unlike real-money casinos, sweepstakes casinos allow players to win prizes.
Some prizes do include cash. As 2025 is now well under way, Marija Hladni at World Sports Network (WSN), offers valuable insights into what this year has in store for sweepstakes gaming.
The rise of sweepstakes casinos in the US
Sweepstakes casinos have become increasingly popular in the US. This is especially true in states that don’t allow real-money gambling but also in those that do, as people seek a more relaxed way to enjoy slot games. The unique legal framework of sweepstakes casinos means players can participate in prize-winning activities without being subjected to traditional gambling regulations.
Besides the legal advantages, the growing popularity of using mobile devices for playing games has made it easier than ever before to access sweepstakes gaming platforms. During colder weather especially, people are looking for fun activities to do on their phones, and with record-breaking -7 degrees Fahrenheit recorded in Denver recently, it’s no wonder more and more people are finding out about sweepstakes gaming here.
Regulatory landscape: evolving policies and challenges
As the sweepstakes gaming industry is under scrutiny to ensure it doesn’t break regulations, Marija Hladni highlights how 2025 will likely see a rise in regulatory scrutiny. “Regulators will focus on ensuring fair play and responsible gaming,” she says. With this, operators will be forced to take proactive measures to ensure they remain compliant.
Hladni predicts we may see new legal classifications or promotional mechanics that may impact how sweepstakes casinos operate. “The key to success will be staying ahead and implementing compliance measures effectively while maintaining the smoother user experience sweepstakes casinos are known for,” she notes.
This comes off the back of discussions between the American Gaming Association (AGA) and the sweepstakes casino body about their legal status. During the AGA’s State of the Industry event on February 19, 2025, AGA CEO Bill Miller described sweepstakes casinos as deploying “legal acrobatics” to avoid calling their operations “betting or gambling.”
However, the Social and Promotional Games Association (SPGA) responded by saying that the AGA already knows that properly operated sweepstakes casinos operate within well-established legal frameworks. Marija Hladni responded, suggesting that what has recently happened in New Jersey could happen elsewhere. “Much like the Assemblyman Clinton Calabrese’s bill in New Jersey,” she states, “other US states could introduce regulatory frameworks, so sweepstakes fall under the same umbrella as iGaming platforms.”
Innovation in sweepstakes gaming: what’s coming next?
Besides regulatory changes, Hladni sees sweepstakes gaming evolving along with technology. She points to blockchain and artificial intelligence (AI) as technologies that will enhance this sector. “Blockchain will offer greater transparency,” she says, “while AI will mean player experiences are more personalized.” With these two technologies, sweepstakes platforms can provide a more secure and tailored experience.
Another trend highlighted as a possibility by Hladni is the integration of gamification and social features. You just have to look at the popularity of esports to see that people are seeking a more social side to online gaming – and sweepstakes casinos are no different.
Because the focus of these is more on having fun than gambling seriously, adding a more social aspect will further increase their popularity. Social elements like rewards and loyalty programs will boost player retention, as will a mobile-first design
The role of user data
According to Hladni, a major area of innovation will be the use of user data to make decisions. Many businesses are already doing this, but sweepstakes casinos have always lagged behind. Using data will mean players can access tailored recommendations, whether this is through games or otherwise. This will make the environment much more engaging for users. Hladni highlighted the importance of AI for this. “The more personalized the experience, the more likely players will return,” she says.
So, what will personalization look like for sweepstakes casinos? Instead of a one-size-fits-all approach, AI algorithms can look at player behavior, preferences and engagement patterns to offer more personalized experiences. They may recommend games or suggest promotions that a player might enjoy.
Why sweepstakes gaming will continue to do well in the US
Despite the anticipated potential regulatory changes, Marija Hladni is optimistic about the future. The demand for this type of entertainment is strong. This is driven by accessibility as well as the allure of potentially winning prizes.
Hladni believes that if platforms become more transparent and compliant, their appeal will grow. “The shift toward responsible gaming practices will only enhance the appeal of sweepstakes casinos,” she says. She continues, “The growth of casual gaming habits in the US, along with the rising interest in alternative gaming models, will cement sweepstakes gaming as a mainstream form of entertainment.”
Mobile-first experiences
Mobile gaming will continue to dominate entertainment. Sweepstakes casinos are poised to become mobile-first for the first time in 2025. Hladni notes that optimizing these platforms for mobiles will be crucial for attracting younger audiences. “Mobile players expect a seamless experience,” she explains, “and platforms that prioritize this will have an advantage.”
Mobile payment solutions like digital wallets and cryptocurrencies will make it easier for players to engage with these social platforms, as there are elements where you can buy more coins or entries so you can play for longer. So, while players don’t actually gamble with real money, they might want to play for longer than the sweeps coins allow them to.
Sweepstakes gaming in 2025 is about to explode
2025 is set to bring about great opportunities for sweepstakes casinos. As Marija Hladni explained, the combination of new regulations, greater transparency, AI personalization and mobile-first experiences will maintain interest in these sites. And with growing demand for social casinos like these, this unique sector is well positioned to become a mainstream form of entertainment.