A new industry coalition, the Social Gaming Leadership Alliance (SGLA), has officially launched with the goal of representing the interests of the social casino gaming sector and promoting responsible digital entertainment practices in the United States. The initiative brings together some of the sector’s key players and aims to shape dialogue around regulation, innovation, and consumer safety.
Industry Veterans Join Forces for Common Cause
The founding members of the SGLA include several major operators and service providers:
VGW (Virtual Gaming Worlds)
Playstudios
Yellow Social Interactive
ARB Interactive
B-Two Operations
Nuvei, a global payments platform
These companies collectively support millions of users through a variety of free-to-play, casino-style games that often use sweepstakes or virtual currency mechanics. As the popularity of these platforms grows, so does public interest—and regulatory attention.
Jeff Duncan Appointed as Executive Director
Leading the newly formed alliance is former U.S. Congressman Jeff Duncan, who brings extensive experience in public service and legislative engagement. Duncan emphasized the alliance’s mission to bring clarity, transparency, and collaboration to a fast-evolving segment of the gaming industry.
“The SGLA’s partners are uniquely positioned to work with lawmakers, stakeholders, and players to support innovation in digital games,” Duncan stated.
His appointment reflects a strategic move to ensure the alliance can effectively communicate with U.S. policymakers and advocate for sound, evidence-based policy.
Distinguishing Social Gaming from Real-Money Gambling
One of the SGLA’s core goals is to distinguish social casino games from traditional gambling. Unlike real-money betting platforms, social games generally do not involve financial risk or rewards. Games are typically free to access and often incorporate optional in-game purchases without monetary payout.
The alliance outlined several guiding principles, including:
Strict age verification
Robust data privacy protections
Voluntary player limits
Commitment to platform integrity and safety
The SGLA seeks to demonstrate that social games are primarily entertainment-driven experiences, while also acknowledging the need for proactive safeguards to ensure consumer well-being.
Responding to Growing Regulatory Scrutiny
With regulators and advocacy groups increasingly focused on gambling-like mechanics in digital games, the SGLA is poised to lead fact-based discussions on how best to protect players without stifling innovation. Founding member VGW noted that the group will push for responsible regulation and work to differentiate social games from high-risk gambling environments.
The formation of the alliance comes at a time of global emphasis on responsible gaming practices. Last week, PAGCOR Chairman Alejandro Tengco called for international collaboration to reduce gambling-related harm—principles that echo the SGLA’s pledge to uphold ethical standards.
Looking Forward
The SGLA is expected to play a key role in shaping the public and legislative narrative around social gaming in the U.S. and beyond. By aligning industry leaders around shared values and engaging directly with lawmakers, the alliance aims to foster an ecosystem where entertainment, safety, and innovation can coexist.
