With Real-Money Gaming still heavily regulated across most U.S. states, sweepstakes gaming presents a compliant, low-barrier path to acquire and engage players. For iGaming operators, understanding the unique strengths and challenges of each model isn’t just informative, it’s critical for future growth.
The Big Picture:
Sweepstakes platforms are growing player acquisition at a faster rate compared to Real-Money Gaming. But the challenge lies in converting and retaining those players. For operators willing to adapt with compelling content, gamification elements, and strategic retention, Sweepstakes could become a foundation for long-term expansion, especially as U.S. regulations evolve.
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7 Key Takeaways from the Research
Optimove Insights analyzed data from over 67,000 players between July and December 2024, comparing behavior across both Sweepstakes and Real-Money Gaming platforms. Here are the most impactful findings:
1. Acquisition Efficiency
Sweepstakes platforms increased new player acquisition at 16% Month-over-month (MoM), more than triple that of Real-Money Gaming (5% MoM), based on data from July to December 2024.
2. Conversion Hurdles
Only 12% of Sweepstakes users made their first deposit during the six-month period from July to December 2024, compared to 51% for Real-Money Gaming.
Sweepstakes see more one-and-done users, but retained players tend to increase their engagement significantly after the first month.
4. Lifetime Value (LTV) Gap
Average deposits in Sweepstakes are $263/month vs. $878/month in Real-Money Gaming, but engagement potential increases over time.
5. Strategic Positioning
Sweepstakes provide current legal revenue and build a future database for Real-Money transitions.
6. Constant Innovation Required
Because Sweepstakes rely heavily on novelty and low stakes, player fatigue can set in quickly. Operators must invest in content refreshes, gamification mechanics (e.g., leaderboards, badges), and compelling retention offers to keep players engaged.
7. A Bridge to Real-Money Gaming
Sweepstakes offer a dual advantage: they generate compliant revenue today, while building a database of players who may convert to Real-Money Gaming if and when regulation allows.
The Guide to Advance Customer Segmentation
Go in depth on advanced segmentation with this guide which was written based on analyzing tens of thousands of segments across Optimove’s customer base.
For operators seeking consistent acquisition, mobile-first engagement, and a lower barrier to entry, Sweepstakes are a valuable complement to Real-Money Gaming. But success requires more than a launch. It requires constant optimization, personalized engagement, and ongoing innovation.
As regulations evolve, and customer demands increase, operators must remain nimble. The ability to attract, retain, and grow value from a Sweepstakes player base can become one key growth lever for operators.
Motti Colman, VP of Revenue, Gaming at Optimove, is a veteran expert in CRM Marketing within the online and offline gaming and retail verticals. Motti combines sharp business and finance skills with business and marketing best practices, positioning him as a leader in his field. Previously, Motti headed up a High Net-Worth Family Office in London. Motti holds an ACA in Forensic Accounting from BDO.
