Sweepstakes: The Sweepstakes Model Revolutionizing Marketing and iGaming
United States.- June 6, 2025 www.zonadeazar.com Sweepstakes, popularly known as promotional lotteries, are experiencing a real boom worldwide. This format, which combines the appeal of tempting prizes with simple participation mechanics—usually filling out an online form—has become a key tool in both marketing campaigns and the world of iGaming.
From coupons to digital platforms
The history of sweepstakes dates back to 1930 in the United States, when The New York Times organized the first raffle to attract readers. Since then, this strategy has evolved into a common tactic for boosting sales and building customer loyalty, with iconic campaigns such as Pepsi’s in 1950 and the famous Publisher’s Clearing House, which is still running today.
Over time, specific regulations have emerged to ensure transparency and protect participants, consolidating their legitimacy and popularity.
Why are sweepstakes so fascinating?
There are many factors that explain their success: ease of participation, the chance to win big prizes (money, cars, trips), and the opportunity to interact with brands in an entertaining way. In turn, companies take advantage of this to collect valuable data and strengthen their bond with their audience.
The formats have also diversified: instant sweepstakes, scheduled draws, collaborative draws, digital draws, social media draws, and charity draws. Each one is tailored to different objectives and audiences.
A global phenomenon
In the United States, platforms such as LuckyLand Slots and Sweepstakes Advantage have gained millions of users. In Europe, television sweepstakes remain very popular. In Asia, e-commerce platforms are driving massive sweepstakes to boost sales, while in Australia, “sweepstakes casinos” allow traditional gambling restrictions to be circumvented.
The boom in sweepstakes in iGaming
The social casino and sweepstakes sector within iGaming represents a market worth between £5 billion and £12 billion. Here, players participate without betting real money, by purchasing “packages” that enable games or contests with cash or equivalent prizes.
This makes sweepstakes a low-risk way to experience gaming, expand audiences, and generate revenue, although challenges remain, such as payment methods, uncertain regulation, and the need to promote responsible gaming.
Trends toward 2025
The future of the sector points to:
- Greater digitization, especially in apps and social media.
- Integration of technologies such as blockchain to ensure transparency.
- Personalization of campaigns to improve the user experience.
- New formats with better odds of winning.
- Stricter regulations to protect participants and build trust.
A model in expansion
Far from being a passing fad, sweepstakes have proven to be a versatile and powerful formula for both marketing and digital entertainment. As they evolve in technology, formats, and geographic reach, they promise to continue growing as one of the most attractive forms of interaction between brands and users.
Source: EvenBet Gaming
Edited by: @MaiaDigital www.zonadeazar.com