Sweepstakes Lobbying Group Pushes ‘Social Plus’ Lingo for Online Gaming Platforms

The move comes amid mounting regulatory headwinds: companies in the sweepstakes casino segment are facing bans in states like California and restrictions from platforms like Google that no longer classify such games as permitted social casino ads. By adopting the “Social Plus” label, operators hope to build a narrative of consumer-safety, best-practice and legitimacy.

Industry experts say the terminology shift could help policymakers differentiate between casual, skill-based gameplay and wagering-driven gambling, potentially carving out a regulatory middle ground. Still, critics warn that without standardized disclosures and independent audits, “Social Plus” risks becoming a cosmetic rebrand rather than a genuine compliance framework.

From an industry perspective, the shift underscores how regulatory scrutiny is forcing creative repositioning of gaming-adjacent products. As operators seek mainstream status, the effectiveness of this rebranding will depend on actual regulatory compliance, consumer protection frameworks and the ability to differentiate from traditional iGaming.