Play’n GO, one of the most influential names in the iGaming industry, has made its stance unambiguously clear: it will not partner with or provide games to sweepstakes casinos. In an industry where market share often takes precedence over principles, the Swedish developer is choosing a different path—one rooted in regulation, responsibility, and a long-term vision for sustainability.
While many providers chase unregulated market opportunities, Play’n GO is walking the other way, reaffirming its commitment to jurisdictions where player protection is prioritized and gambling operations are legally licensed.
What Are Sweepstakes Casinos—And Why the Rejection?
Sweepstakes casinos have become increasingly prominent, especially in North America. Operating under a legal grey zone, these platforms offer a form of gambling that mimics real-money play without directly using traditional currency.
Instead, players use virtual credits or “sweeps coins” which can, in some cases, be redeemed for cash prizes. This business model skirts gambling laws in many regions, raising concerns among regulators and industry veterans alike.
For Play’n GO, this is not just a legal issue—it’s an ethical one. As CEO Johan Törnqvist puts it, “Sweepstakes casinos do not operate inside a regulated framework and that’s not something we support.”
The company believes that working with such entities would not only undermine their values but potentially weaken efforts toward a responsible global gambling environment.
A History of Responsible Game Design
This is not the first time Play’n GO has made headlines for its principled approach. The company was among the first major game developers to publicly distance itself from “bonus buy” mechanics—features that allow players to skip directly to a game’s bonus round for a fee. Though profitable, these features have drawn criticism for encouraging irresponsible gambling behaviors. Regulators in the UK and the Netherlands have since banned them.
Rather than wait for mandates, Play’n GO proactively adjusted its strategy. This move has been seen by many as a defining moment in the firm’s reputation as a standard-bearer for responsible gaming.
The Social Casino Strategy
It’s important to note that while Play’n GO is steering clear of sweepstakes casinos, it continues to explore growth opportunities in the social casino segment. These platforms offer casino-style entertainment without real-money wagering, making them popular for casual players and mobile audiences.
Play’n GO’s titles, including globally recognized games like Book of Dead, Reactoonz, and Fire Joker, are tailored for high entertainment value. In the social space, these games engage players through leaderboards, virtual achievements, and community events—without the financial risks associated with traditional gambling.
Industry Support for the Stand
The developer’s decision hasn’t gone unnoticed. Industry stakeholders, including operators and regulators, have praised the move. Shawn Fluharty, Head of Government Affairs at Play’n GO, emphasized the risk sweepstakes casinos pose to the integrity of regulated markets: “They threaten the regulated market model that many of us in the industry have worked so hard to achieve, which protects players first and foremost.”
As the market continues to evolve, decisions like these could define the landscape for years to come. Play’n GO may sacrifice short-term gains, but it is clearly playing the long game.
Fact Box: Play’n GO
| Founded | 2005 |
|---|---|
| Headquarters | Växjö, Sweden |
| Key Titles | Book of Dead, Reactoonz, Fire Joker |
| Global Reach | Licensed in over 25 jurisdictions |
| Philosophy | “We don’t chase trends—we build the future.” |
| Known For | High-quality slot games, responsible gaming policies, innovation in regulated markets |
In a gambling ecosystem where new business models emerge faster than regulators can adapt, Play’n GO’s clarity is refreshing. The company is not just reacting to legal pressures—it is actively shaping what ethical game development looks like.
By rejecting sweepstakes casinos and investing in regulated markets and social gaming, Play’n GO is leading by example—and challenging others in the industry to raise their standards.
