VGW Backs Formation of New Alliance to Champion Social Casino Gaming

A major development in the sweepstakes casino space has seen VGW , the operator behind popular platforms like Chumba Casino, Luckyland Casino, and Global Poker, forces with several other industry players to launch a new advocacy organization. Known as the Social Gaming Leadership Alliance (SGLA), this coalition aims to provide a collective voice for the social gaming sector and push for regulatory clarity and responsible innovation.

Social Gaming Sector Unites Under SGLA

The SGLA officially launched with a mission to promote best practices in the social casino industry, particularly focusing on player safety, transparency, and responsible play. Its formation comes at a time when the social casino model—typically offering free-to-play games with optional purchases—faces increasing scrutiny from lawmakers and regulators across the United States.

Alongside VGW, the founding of the SGLA include Yellow Social Interactive (payment processor Nuvei.

Jeff Duncan to Lead Advocacy Efforts

Former U.S. Congressman Jeff Duncan has been appointed Executive Director of the alliance, signaling the group’s intention to engage proactively with state and federal policymakers. Duncan emphasized the industry’s readiness to cooperate with regulators and its commitment to responsible growth:

“Social games industry leaders are already investing heavily in financial security, data privacy, responsible social gameplay and consumer protections. And they are ready and open to sensible regulation that can benefit hard-working constituents in the states where they operate.”

Core Principles and Clear Boundaries

The SGLA has committed to several guiding principles intended to distinguish sweepstakes-style gaming from real-money gambling. These include:

• Free-to-play access: Players are never required to make a purchase to enjoy games.
• Responsible gaming tools: Member companies must provide players with tools to manage their activity and promote fair play.
• Strong data security: Best-in-class protection measures must be in place to secure information and prevent financial crimes.
• Strict age verification: Casino-themed content is restricted to adults, with expected to enforce rigorous age-checking protocols.

Notably, the alliance has clarified that it will not engage in advocacy for sports betting or cryptocurrency-related products, drawing a clear boundary around its focus.

VGW’s Vision for the Industry

VGW CEO Laurence Escalante commented on the company’s involvement in launching the SGLA:

“As a pioneer and market leader, we recognize the rising interest in our sector and our responsibility to both ensure the facts about our games, operations and standards are understood, and advocate for what we believe the appropriate industry frameworks should look like.”

“VGW has consistently led the way in innovation and player-first practices. Now, we’re excited to establish this Alliance with like-minded partners to take this further, promoting the highest standards of player protection and industry integrity while advocating for sensible regulatory frameworks that reflect the role of online social games as a safe and growing component of the interactive entertainment industry.”

Source:

“The Current: VGW Leads New Sweepstakes Gaming Group”, closingline.substack.com, May 20, 2025