If you’ve scrolled through Instagram or X recently, there’s a serious chance you’ve seen “sweepstakes casinos” being promoted by lots of influencers.
It’s the kind of trend that feels like it popped up overnight but has actually been building quietly in the background. Influencer shoutouts, flashy giveaways, and vague “win big” promises are all part of the hook.
Don’t worry. It’s not your imagination. This is a full-fledged marketing campaign that’s been buzzing for around three years now.
Back during the COVID-19 pandemic (we’re talking 2020-ish) is when sweepstakes casinos first started getting attention. Then they completely exploded, leading to the likes of Stake.us and WOW Vegas raking in a ton of users. Oh, and big stacks of cash, too.
Naturally, this meant most popular sweepstakes sites could start putting pen-to-paper with celebrities and influencers to promote them.
They didn’t waste any time doing this, either, with Stake.us alone signing a reported $100 million-per-year deal with legendary rapper Drake. Yep, they weren’t messing around.
This has since led to sweepstakes casinos becoming a multi-billion dollar industry. Even non-gamblers and casual gamers have started signing up with them.
Not to mention, it’s now possible to go on Kick or Twitch without coming across streams of people playing casino games on these sites.
However, even though there’s a huge amount of hype surrounding influencer-backed sweepstakes casinos, it’s not all sunshine and roses. There’s talk that some states could be set to ban them — and a few big-name celebrities have even been named in lawsuits.
Legal experts are starting to weigh in, warning that the fine print on many of these platforms could pose serious risks for users.
Regulatory agencies have begun looking into the gray areas these games operate in, especially when it comes to consumer protections.
And with growing pressure from watchdog groups, the future of these online gaming promotions could be heading for a serious shakeup.
What Are Sweepstakes Casinos?
You’ve probably seen posts, ads, or livestreams hyping up flashy online games that promise big rewards without asking for real money upfront.
These platforms often blur the line between entertainment and opportunity, making them especially appealing to younger audiences.
Influencers love them because they feel safer promoting something that seems like a game rather than a traditional betting site.
Sweepstakes casinos are just like regular online casinos but with one huge difference: you don’t bet real money. Instead, players use virtual Gold Coins and Sweeps Coins.
Anyone who collects enough Sweeps Coins can then redeem them for prizes, such as cash transfers, gift cards, and more.
Make sense? Really, it’s pretty simple. And because these sites are using a ‘sweepstakes’ model, they’re technically not classed as gambling platforms. This is why influencers aren’t afraid to get involved with them like some are with traditional gambling sites.
According to industry experts SweepsKings, Stake.US, WOW Vegas, Chumba Casino, and High 5 Casino are some of the biggest names. And like we mentioned earlier, they have big marketing budgets. This is why most of them are now working with at least one influencer.
The “Influencer Effect” — Drake, Paris Hilton and DJ Khaled Get Involved in the Sweepstakes Market
Like with anything that suddenly gets big, influencers and celebrities like to get involved. After all, a paycheck is a paycheck. And the paychecks are definitely big when it comes to promoting sweepstakes casinos — that’s for sure.
What we know right now is that Drake is allegedly being paid $100 million-per-year from Stake.us, which likely doesn’t account for bonuses and other add-ons.
As part of the deal, Drake regularly promotes the site on his Instagram and has even done several live streams of himself playing slots and roulette on Stake.us, where he even managed to win himself $25 million (not too bad, by our estimation).
Then there’s women’s fashion icon Paris Hilton, who recently partnered with WOW Vegas and has effectively become the face of the casino.
Not much is known about the deal itself, but it’s fair to assume Hilton is being paid a ton of money for it. Plus, it’s a multi-year contract, so she’ll likely be with WOW Vegas until the wheels fall off.
Remember DJ Khaled? Yep, he’s also gotten involved, too. The rap mogul partnered with Global Poker last year to do the “DJ Khaled Celebrity Challenge”, a poker tournament that culminated in players having an opportunity to play against the man himself (the event even saw DJ Khaled get into a little game with NBA star Paul George, which was hilarious).
Ryan Seacrest Finds Himself in the Middle of a Sweepstakes Casino Lawsuit
Interestingly, Ryan Seacrest (the guy who used to host American Idol) has entered the world of sweepstakes casinos.
He’s officially partnered with Chumba Casino — widely regarded as an all-time classic casino — but has recently found himself in hot water. Yep, a lawsuit has been filed against him by a lady named Aubrey Carillo out of California.
She claims that Seacrest’s celebrity influence made her sign-up with Chumba Casino, lose a ton of money, and eventually develop a gambling problem.
Seacreast himself hasn’t responded to this publicly and the case will likely lead to nothing, but it does symbolize that the good will towards sweepstakes casinos is starting to shift, with other similar lawsuits ongoing and some states looking at banning them.
It’s a sign that regulators and the public are beginning to scrutinize the online gaming space more closely. The lines between gaming, gambling, and influencer marketing are getting blurrier by the day.
As pressure mounts, we might start seeing tighter rules — or at least a lot more headlines.
A Potential Ban on Sweepstakes Casinos Could Be Coming in Some States
Influencer marketing has changed the game for countless industries, especially when it comes to entertainment and lifestyle trends.
Social media audiences are highly impressionable, and endorsements from recognizable faces carry major weight. That’s why brands are investing heavily in creators with loyal followings.
Because so many influencers and pop culture figures have endorsed sweepstakes casinos, these sites have become extremely popular.
This rise hasn’t gone unnoticed by lawmakers and advocacy groups. Some argue that blurred legal definitions are being exploited. Others are calling for increased transparency and consumer protections.
As good as this has been for the operators themselves, this has led to backlash from certain states, with some of them believing that sweepstakes casinos are indeed gambling sites (even though they claim not to be).
These states include Mississippi, Maryland, Connecticut, New Jersey, New York, Florida, and West Virginia, all of which have filed bills to have sweeps casinos limited or entirely banned.
Could it be the beginning of the end for sweepstakes casinos? It’s highly unlikely. However, it could put a stop to the celebrity and influencer movement surrounding them, potentially leading to some deals being cut.
At the same time, player counts will probably drop, too, but the likes of Chumba Casino and Stake.us already make enough money that they won’t be overly upset about it.
VGW — Owner of Chumba Casino and LuckyLand Slots — Made $4 Billion Last Year
Speaking of money, Virtual Gaming Worlds (VGW) made a reported $4 billion in revenue last year. This revenue came almost exclusively from Chumba Casino and LuckyLand Slots, two of the big-hitting sites in the sweepstakes space.
With numbers like this on the board, you can bet your last dollar that more influencers will be getting involved in the near future, especially if sweepstakes casinos can somehow avoid being banned in the states currently looking to outlaw them.
That kind of revenue turns heads across every corner of the internet economy. It’s no surprise that more tech startups and investors are starting to eye the digital gaming sector. As competition ramps up, expect even more innovation — and controversy — to follow.
Sweepstakes Casinos Are the Internet’s Wildest Craze Right Now
The online entertainment world has shifted dramatically in the last few years. Influencer culture, streaming platforms, and digital currencies have all collided to reshape how people engage with games and promotions.
This new landscape has blurred the lines between casual fun and high-stakes marketing.
It’s a crazy era for sweepstakes casinos.
Sites like Stake.us are reeling in the cash while also signing huge deals with mega-celebrities to promote them, but at the same time they’re also having to deal with ongoing player lawsuits and the potential prospect of being banned in certain states.
Nobody knows for sure what the future holds for this new fan-favourite type of casino, that’s for sure. What we do know, though, is that celebrities and influencers will probably still have a role to play in them moving forward.
Drake looks like he’ll be promoting Stake.us forever, while Paris Hilton is probably making unspeakable amounts of money from WOW Vegas, too. Simply put, there’s a lot of money to be made — so you can’t blame these big names for getting involved.
