As regulated online gambling continues to expand across the U.S., sweepstakes and social casinos have carved out a rapidly growing niche within the iGaming ecosystem. These "free-to-play" models offer a unique alternative to traditional iGaming offerings and prove especially attractive to operators, players, and affiliates alike.
In this article, we’ll explore what’s driving the growth of sweepstakes and social casinos, why affiliates are getting involved, and what affiliate marketers and operators need to know when entering this evolving vertical.
To gain further insights into the affiliate side of this vertical, we spoke with Alex Windsor, CMO at GameTime Digital (owners of SweepsKings.com), who provided his thoughts on where Sweeps is heading for affiliates.
What Are Sweepstakes and Social Casinos?
Unlike traditional online casinos, online sweepstakes-style social casinos do not require a purchase to play. Instead, players receive virtual currency for free or can purchase additional coins for a chance to win real prizes. With the lower barrier to entry, it’s no surprise these models are exploding in popularity across the U.S.
The Affiliate Opportunity
Affiliate marketing has long played a key role in the success of online gaming brands, and the sweepstakes vertical is no different. Operators are using affiliate partnerships to build visibility, drive user acquisition, and scale growth in a competitive space.
Affiliate profiles promoting sweepstakes and social casinos often mirror those in other iGaming verticals like sports betting or lottery. Key categories include:
- Content publishers
- SEO and PPC specialists
- Influencer and community-based affiliates
- Mobile app affiliates (especially relevant for mobile-first social casino operators)
From the affiliate side, brand selection is critical. As Alex Windsor, explains:
"When choosing sweepstakes brands to promote on SweepsKings, we look for operators with strong reputations, solid welcome offers, reliable affiliate programs, and responsive support. We also prioritize brands that treat players well, checking forums and reviews for any red flags. Differentiation through unique features or standout player experiences is a big plus."
Performance Expectations & Industry Benchmarks
As the sweepstakes vertical is expected to reach approximately $11 billion in 2025, affiliates will play a key role in the growth. However, for each affiliate, results can vary significantly depending on an operator’s size, budget, and marketing strategy.
First-time deposits (FTD) conversion rates are typically lower than traditional iGaming and sports betting verticals, largely due to the no deposit nature of these platforms. This makes CRM, lifecycle marketing, and re-targeting essential tools for long-term monetization.
Interestingly, user behavior in this vertical often differs from traditional online casinos. According to Alex Windsor:
"Many players sign up for the free sweeps coins but don’t always convert immediately. Strong CRM, loyalty rewards, and unique features are critical to turning trial users into long-term customers. We also see a higher number of late conversions, sometimes months or even years after initial signup."
Top Traffic Drivers and Marketing Strategies
When it comes to driving traffic and conversions, sweepstakes-focused affiliates rely on a diverse mix of channels. As Windsor shares:
"Organic SEO is our primary traffic driver, but we’re also growing through social media, targeted ads, and community engagement. Diversifying sources helps protect against changes in search algorithms while reaching players in different ways. Remarketing strategies have been especially effective in capturing long-tail value from trial users."
This multichannel approach not only spreads risk but also supports sustained growth over the longer term, a key consideration in a market where ROI can take time to materialize.
Tips for Affiliate Program Success in This Vertical
- Strong CRM is a non-negotiable: With low initial deposit conversion, lifecycle marketing becomes critical.
- Promo codes drive acquisition: Just like in traditional casino marketing, promo codes are a major user acquisition and tracking tool.
- Attractive offers & creative flexibility: To stand out, brands must offer competitive bonuses and allow for tailored content, including co-branded assets.
- Patience with ROI: Unlike crypto or traditional real-money casinos, ROI in sweepstakes/social casinos may take longer to materialize due to their unique player journey.
Interested in launching or growing your sweepstakes affiliate program?
Connect with us at Income Access, as we’re here to help you scale with smart strategy, tracking solutions, and expert affiliate program management.
