VGW, a sweepstakes casino market leader, announced the formation of a new trade group called the Social Gaming Leadership Alliance (SGLA) on 20 May.

VGW and several other sweepstake casino operators in the US founded the lobbying group, which is led by former Republican congressman Jeff Duncan.

Members of the trade association are VGW, Playstudios, Yellow Social Interactive, ARB Interactive, B-Two Operations, and payments provider Nuvei.

This is the second trade body for the sector. The Social and Promotional Gaming Association (SPGA), formed in September 2024, includes Fliff, Blazesoft, High 5 Entertainment, and FSG Digital.

The industry now has two groups representing the same vertical, but it is not clear if this signals any differences between SGLA and SPGA.

NEXT.io contacted both organizations to ask if the choice not to merge into one group is a sign of disagreements in leadership or strategy.

A spokesperson from SPGA said: “We support all efforts to advocate for consumers and protect the rights of millions of American adults to play games. The SPGA and SGLA represent different groups within sweepstakes and social gaming. Still, both prioritize player protection, innovation, and responsible access to games.

“We welcome SLGA’s focus on advancing sensible, up-to-date policy that reflects the current entertainment environment.”

SGLA executive director Jeff Duncan said in a statement: “Industry leaders in social games are investing in financial security, data privacy, social gameplay responsibility, and consumer protection. They are prepared for practical regulation that benefits all people living in states where they operate.

“SGLA partners are able to work with lawmakers, stakeholders, and players to promote digital game innovation and make sure millions of Americans can safely enjoy these games. I am ready to work with state and industry leaders to support this.”

The alliance stated it aims to focus on innovation, player protection, and industry integrity. SGLA wants to engage with lawmakers, regulators, the media, the general public, and other organizations.

VGW CEO: ‘We Recognise Rising Interest in Our Sector’

Laurence Escalante, VGW founder and CEO, said: “Online social gaming has become a strong form of entertainment in North America. We have operated here for over a decade.

“VGW, as a pioneer and market leader, sees growing interest in this field and recognizes its responsibility to make facts about its games and operations clear. We also advocate for fair frameworks for the industry.

“VGW leads in innovation and player-first practice. With this Alliance and like-minded partners, we aim to promote high standards for player protection and industry integrity. We also push for proper frameworks to make sure online social games are a safe and growing part of entertainment.”

This new trade body launches at a time of change for the sweepstakes casino industry, which has faced several attempts to outlaw these activities in some states in recent months.

Measures have included class action lawsuits, regulators’ cease-and-desist letters, and laws proposing bans.

Recently, the efforts against the vertical have decreased, as more focus has gone to the expansion of prediction markets in the US.