You don’t have to be a fan of poker, blackjack, or slot machines to have stumbled upon a sweepstakes casino ad. These platforms are inspired by U.S. social casinos but, unlike the latter, allow their users to play for more than just fun. As a result, they have become the best and only resource for online gamblers based in the United States.
From a business standpoint, sweepstakes casinos are equally profitable and risky. But despite concerns regarding regulatory action (including recent bans in some U.S. states), a record number of new sweepstakes casinos have been launched since the start of 2026. So, what is it that makes the sector so appealing to U.S. entrepreneurs?
To get a better idea of how real-life business owners structure a business model for a sweepstakes casino platform, we have decided to contact an expert. Releasing his second sweepstakes casino in the United States, SweepCoins.com, CEO Rui Gomes was kind enough to meet us for a short interview via Zoom and shed some light on what really happens behind the scenes in the frantic sweepstakes casino industry.
“Good afternoon, Mr. Gomes, and thank you so much for meeting with us. Can you please tell us a little bit more about how you first got involved with sweepstakes casinos?
As an entrepreneur, I have always prioritized industries that are fully based online because you can launch a successful business with minimal initial costs. It’s very inspiring to think that, in the digital space, you can make it as a successful businessperson through sheer hard work. The sweepstakes casino sector not only embodies these characteristics but is exciting new territory. Moreover, the market is highly fractured, which means newcomers such as myself actually have a shot to challenge top competitors.
SweepCoins is your second U.S. sweepstakes casino, so you’re probably doing something right; can you let us know more about your specific business model?
The general idea is that users pay to access games by exchanging payments for two types of currency: Fun Coins, used to play just for fun, and Sweep Coins, used to play for real prizes. By playing games of chance, the users can collect rewards vastly superior to their initial bets, but the games are designed according to house edge. The house edge ensures that, over time, there’s a mathematical margin that guarantees a theoretical profit to the sweepstakes casino operator. The business model is pretty standard across most platforms, so it’s all about how your sweepstakes casino is promoted.
Can you expand on that? In your experience, which promotion tactics provide the best results for a new sweepstakes casino?
Digital marketing is all about hitting the right channels with a consistent and differentiated message. Targeted ads provide quick results, but I believe cost-effective, partnership-based promotion methods are preferable for long-term sustainability. Affiliate marketing is still around for a reason; it’s an organic profit driver based on commissions, which is great for new businesses strapped for cash. In this niche, SEO is absolutely fundamental, as customer decisions are often based on Google and AI searches. As we’re looking to attract loyal users, we have also put a lot of effort into developing and promoting competitive bonuses, tournaments, and VIP rewards.
The latest Gaming Compliance International estimates that worldwide non-licensed gambling generates approximately $6 trillion annually, which is more than Germany’s GDP. There’s no doubt people want to play online, but are they safe? Do non-licensed platforms have any reason to promote and enforce responsible gaming?
The irony of businesses operating in vague regulatory areas is that they can only succeed if they double down on compliance and safety features. Sweepstakes casinos are reflexively seen as shadowy, so they need to meet every single safety requirement in order to look “legit”. It only works if you ensure there’s a genuine responsible gaming culture across all branches of the operation, from third-party game providers to the in-house customer support team. We do everything we can to protect our users, assure our games are 100% just, and adhere to international privacy and data protection guidelines. We also offer one-on-one guidance to VIP users, who are often at most risk.
Thank you so much, Mr. Gomes. Just one final question: can the sweepstakes casino business model adapt to potential regulatory changes in the U.S. market?
Interesting one… It’s hard to be anything but speculative here, but I think some sweepstakes casinos will fail, while others will adapt. If the casino’s business model is based around principles such as generating value, reinforcing trust, and building a loyal user community, then why shouldn’t it overcome regulatory changes? History shows that, if a brand is strong enough, it can survive almost anything!”
This interview was conducted on the afternoon of the 24th of May via Zoom. The text above was transcribed from a 7:47-minute consensual recording made with the interviewee’s consent. The transcription was moderately altered for readability, and non-relevant segments of the interview were excluded. The interview was conducted in accordance with the ONA Ethics’ journalistic guidelines for interviews.
