Sweeps Casinos Continue Utilizing Celebrities’ Likeness to Market Controversial Gaming Ops

Posted on: March 20, 2025, 12:12h. 

Last updated on: March 20, 2025, 10:04h.

Devin O'Connor @CasinoorgDevinO Read More

Expertise: Asia Pacific Gaming, Commercial Gaming, Legislation, Politics.

• Sweeps websites continue to be controversial
• Sweeps sites have paid many celebrities to promote their gaming businesses
• Many state regulators allege sweeps constitute illegal gambling

The legality of sweepstakes casino websites and apps is being challenged in numerous states.

Gaming regulators contend that the platforms constitute illegal gambling. Sweeps backers claim they offer free-to-play casino games, with real money prizes available only for certain bets.

Amid the sweeps chaos remain many celebrities who continue to endorse their operations. From Drake to Ryan Seacrest, the likeness of the celebrities being used to promote what the Connecticut Department of Consumer Protection and other state agencies allege is illicit gambling has only added fuel to the fire.

The sweeps coins can be used to enter supposed sweepstakes contests where internet slot machines and table games serve as the deciding factor whether the consumer wins a real money prize.

Celebrity Sweeps Shills 

Drake is a longtime prominent supporter of Stake, one such sweeps casino. Seacrest, the host of “Wheel of Fortune,” among the most popular slot brands in the United States, helps market Chumba Casino, which the Maryland Lottery and Gaming Control Agency last week issued a cease-and-desist order.

Janel Parrish, a four-time Teen Choice Award winner, is also promoting Chumba Casino. Despite state regulators in Maryland and three other states saying Chumba Casino is running an illegal online gambling enterprise, Parrish recently took to X and Instagram to say why all of her followers should sign up and play.

I just want to let you know that you should start playing Chumba Casino because you can play completely for free. New users will receive two million free gold coins … and you can start playing right away,” Parrish said.

VGW, the Australia-based online social gaming giant behind Chumba Casino, has paid Michael Phelps millions of dollars to endorse its Global Poker platform. Along with poker games and tournaments, Global Poker, which claims to be “always free to play” despite requiring the purchase of sweeps coins to compete in cash games, additionally offers casino games and interactive slots. DJ Khaled has also lent his likeness to Global Poker.

VGW’s LuckyLand Slots has partnered with slots influencer Brian Christopher. Paris Hilton has shilled the WOW Vegas social gaming business, while Twitch streamer Amouranth hypes PlayFame.

Sweeps Operating in Gray Area

Using celebrities to promote a product or business, branding experts say, heightens awareness of the enterprise and brings a certain element of credibility to the offering. For social sweeps, however, that might not ring true.

Howard Glaser, Light & Wonder’s global head of government affairs and legislative counsel, told the Daily Mail that most Americans are too smart to be won over by celebrities backing sweeps operating from offshore locations.

I’m not sure — ‘If you don’t trust us, you can trust Paris Hilton’ — is a winning message for companies operating multibillion-dollar illegal operations out of places like Malta and the Isle of Man,” said Glaser. “Celebrities who lend their names to shady illegal gambling sites are, at a minimum, putting their reputations at risk as well as courting civil and class actions by consumers who allege harm. There is also some risk that state regulators and state attorneys general rope celebrity endorsers into enforcement efforts for facilitating illegal gambling.”

The Social & Promotional Games Association, which claims to advocate for “transparent, innovative, and responsible social and promotional gaming experiences,” says sweeps ops “offer engaging experiences that blend the thrill of gaming with innovative social and promotional elements” that are based “on fun and interactive gameplay rather than monetary rewards.”