Reports

AGA Report Reveals How Sweepstakes Casinos Mimic Legal Gambling and Target U.S. Players

Monday 04 de August 2025 / 12:00

⏱ 2 min read

(Washington DC).- Explore the latest insights into the demographics and behaviors of sweepstakes casino players, alongside emerging trends shaping advertising strategies in this rapidly growing market.

As scrutiny around online “sweepstakes” casinos intensifies, new research from the American Gaming Association reveals that consumers overwhelmingly view these platforms as gambling and that these operators are heavily targeting players in key states. By exploiting loopholes in the law, these operations undermine the integrity of the legal, regulated gaming marketplace.

Players Know They’re Gambling

Despite operating outside the regulated marketplace, sweepstakes casinos present themselves in ways that mirror legal gaming operators. These platforms often replicate the branding, language and functionality of licensed online casinos, contributing to widespread consumer confusion.

THE RESULT: most players treat sweepstakes casinos exactly as they would legal gambling platforms—without the safeguards or oversight required in regulated markets.

Aggressive and Unregulated Advertising

Sensor Tower data compiled by the American Gaming Association shows that sweepstakes casino ads account for half of all online real-money casino advertisements viewed in the U.S. in early 2025. These ads are concentrated in populous states and those lacking clear legal guidance or enforcement against sweepstakes gambling.

IN CONTRAST, legal operator advertisements are seen primarily by consumers in jurisdictions where online casino gaming is permitted, following strict guidelines around content and responsible gaming messaging.

Policy Implications

Sweepstakes casinos exploit legal loopholes to operate outside regulatory oversight without consumer protections, responsible gaming standards, or accountability. Their presence underscores the need for:

Clear legal definitions to distinguish sweepstakes casinos from regulated gaming.
Stronger enforcement to hold illegal and unregulated operators accountable.
Continued efforts to inform consumers about the risks of unregulated gambling platforms.

Sweepstakes Consumer Polling Methodology

Interpret, on behalf of the American Gaming Association, conducted an online survey June 11-24, 2025 among a nationally representative sample of 2,250 real money online casino, free-to-play mobile casino and sweepstakes casino players. The margin of error is +/- 3.6% among the three key audiences.