Sweepstakes Gaming Overview: The New Wave of Entertainment
The rapidly growing Sweepstakes Gaming vertical is taking the digital entertainment scene by storm, offering players a fun, risk-free way to play games and score rewards. Sounds like iGaming to you? You’re right, but there’s still a great difference (especially, for users wallets).
But let’s not run ahead too much. In today’s overview, we will tell you everything you need to know about Sweepstakes gaming specifics, regulations around it, and campaign launch recommendations.
So, What Is Sweepstakes Gaming?
In Sweepstakes Gaming, players engage in iGaming-like games using virtual coins instead of real money. Typically, these platforms employ two types of virtual currencies:
Gold coins: in-game coins, used for gameplay, and have no real-world value.
Sweeps coins: can be earned through gameplay and redeemed for rewards, often in the form of digital prizes or in-game bonuses.
This classic dual-currency system enables platforms to offer games for rewards under sweepstakes mechanics, reinventing traditional iGaming regulations, still having its own rules (we’ll explain them later).
Let’s take the classic Sweepstakes Gaming brand GummyPlay as an example:
They do have an affiliate program presented at OfferVault with a solid payout of $200. It’s available only in some states of the US, and uses only gold coins for casual gaming experience and sweeps coins for exclusive games and features.
Why Is Sweepstakes Gaming Booming?
Several factors contribute to the rapid growth of Sweepstakes Gaming:
- Flexibility: by operating under sweepstakes rules, these platforms can offer real-money-like experiences without real money in GEOs.
- Engaging gameplay: the combination of highly engaging, vibrant games and sweepstakes keeps players entertained and invested.
- Mobile accessibility: these platforms are mostly optimized for mobile devices, catering to the growing trend of mobile gaming.
Here’s an insight from Renz Gonzales, PropellerAds Head of Business Development:
“According to SimilarWeb, 15 of the top 20 sites in the last three months are Sweepstakes Gaming, indicating a significant surge in popularity.”
Yes, But: Regulatory Landscape and Competition
As the market continues to grow, experts anticipate increased regulation and potential challenges from traditional stakeholders. Ahmet C., a Sweepstakes Gaming Consultant, notes:
“I think some form of regulation is definitely coming to the Sweepstakes Gaming space e.g. in the US, especially as the market keeps growing. But the bigger pushback won’t just come from lawmakers – it’ll come from traditional stakeholders like land-based iGaming brands, tribal operators, and even regulated real-money sportsbooks.”
Alexandr Skrbo, Head of Business Development at TrafficX, also points out that the rapid growth of the sector has led to increased competition and higher customer acquisition costs:
“The sweepstakes gaming sector is booming, with a surge of new brands entering the space. This rapid growth puts added pressure on operators, leading to higher CPAs as they compete to attract players, especially through affiliate sources.”
What does it mean for media buyers and affiliates? Basically, Sweepstakes Gaming represents an exciting, high-growth opportunity in a relatively untapped market (yet!). However, as with all fast-growing industries, change is on the horizon. Most experts predict that regulations might tighten and competition from traditional iGaming giants will only increase in the coming years. This means that there’s a window of opportunity to capitalize on this booming sector right now!
How to? Let’s find out what works.
How It Works in Sweepstakes Gaming: The User Journey
In gaming offers, there’s always a question: how to lead your user through a marketing funnel straight to a conversion, plus – keep him playing more and more? The typical user journey in Sweepstakes gaming is pretty simple, yet efficient.
It includes three stages:
- Onboarding: new users are typically offered free in-game gold coins to start playing.
- Engagement: as players progress, they get interested in the game and want more content and more rewards. This is where sweeps coins step in.
- Rewards: sweeps coins can be won or acquired to unlock more games, levels, features or any other in-game content. Still sweeps coins can not be withdrawn in any way.
As Renz Gonzales, PropellerAds Head of Business Development, puts it:
“This model is reminiscent of popular mobile games like Candy Crush, but where players use virtual currency to unlock features or levels. The gamified experience encourages repeat engagement, as users are motivated to return to earn more coins and participate in additional games or continue playing the current one. With their immersive gameplay, these games are simply irresistible, making it hard for players to put them down. And this is the key!”
Approach to Creatives: What Works?
As Renz Gonzales says:
“Sweepstakes Gaming creatives often mirror traditional iGaming advertisements in terms of visual appeal and engagement strategies, only emphasizing virtual in-game coins and rewards.”
Here are some approaches to consider:
- Vibrant colors and thematic icons: rich, eye-catching colors like gold, purple, and neon combined with fortune wheels, coins, and treasure chests can evoke excitement and set the right atmosphere.
- Emphasis on free play: Highlight offers like “Start playing for free,” “No deposit required,” or “Get started with free digital coins” to attract users without the need to invest real money.
Key Takeaways
And here are some takeaways for all affiliate marketers looking to promote Sweepstakes Gaming offers:
Focus on Retention
Promote platforms that offer engaging, long-term experiences. Use retention strategies like daily login bonuses, level-up rewards, and exclusive sweepstakes entries (if applicable to your offer) to keep players coming back.
Craft Effective Funnels
Begin by offering free coins or bonuses to entice new players to sign up. Once they’re in, create a path that encourages them to make purchases and participate in more activities and get exclusive rewards. A well-structured funnel can maximize lifetime value by guiding users from free play to premium engagement.
Creative Design and Messaging
Focus on bright, eye-catching visuals that reflect the excitement of iGaming-like games. Highlight the benefits of free-to-play options and emphasize the rewards players can earn. Use clear calls to action, such as “Start playing for free” or “Your chance to win coins,” to capture attention.
So, the Sweepstakes Gaming appears promising, considering its head-spinning growth. While the regulatory landscape may change over time, it’s high time to jump in and start your campaign with PropellerAds!
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