GiG and Primero Launch U.S. Sweepstakes Casino Platform SweepX

Gaming Innovation Group (GiG) is launching a social sweepstakes casino platform in partnership with land-based sweepstakes operator Primero. 

The platform, called SweepX, is already live on goldrushcity.com. This is GiG’s first attempt at breaking into the sweepstakes and social gambling market, a pivot in its usual course as a B2B sportsbook support platform.

The launch also marks the first time that Primero will enter the online sweepstakes marketplace.

Jumping on another trend

SweepX will offer gaming services focused on engagement and efficiency to its U.S. audience. 

The new brainchild was hinted at last year. Its official launch was made easier by support the company received after plans were first revealed.

“The overwhelmingly positive reaction to SweepX since its announcement in May [last year] has strengthened our belief in its potential to revolutionize the Social Sweepstakes Casino market, with an emphasis on providing the most entertaining and safe environments for players and operators alike, further fuelling our ambitious strategic plans for growth,” said GiG CEO Richard Carter. 

GiG’s partner in the project also said the project provided an opportunity for strategic growth in a burgeoning marketplace.

“This well-timed launch leaves us nicely placed to capture a greater share of the rapidly expanding online US sweepstakes market as we aim to grow and diversify our online gambling offering in the geography,” said Barry Rutherford, Primero Games CEO.

Guaranteed growth?

While sweepstakes are gaining traction in America, SweepX will use artificial intelligence gamification features to enhance the user experience and the operators’ ability to market the platform. Primero will also gain access to a variety of tools, including a dual-wallet system and prize-redemption oversight.

The U.S. sweepstakes gaming market was valued at $5.6 billion in 2023 with an estimated annual growth rate of 43 percent, or a value of $11.4 billion by 2025.

New Jersey, the nation’s highest-grossing gaming market across all forms of sports betting, casino gaming, and online gambling, has already introduced a bill to regulate sweepstakes gaming statewide, further adding to the growing momentum for the vertical. 

Still, many states have a variety of safeguards and blockages against sweepstake gaming. Maryland recently presented plans to limit sweepstakes casinos due to concerns about the lack of oversight and legal loopholes.

GiG launched 13 brands and merged several brands in 2023. Its dedication to consistent evolution in the gaming space shows it aims to be one of the top companies in a booming industry.