The Spree sweepstakes relaunch in Alabama and Georgia marks a noteworthy development in a turbulent year for the U.S. sweepstakes casino market. After months of prohibitions, lawsuits, and vendor exits, operators are looking for new ways to balance revenue losses—particularly with California poised to enact a sweeping ban.
Why the Spree Sweepstakes Relaunch in Alabama and Georgia Matters
Spree, owned by Play Spree Ltd., reopened access to players in Alabama and Georgia, reducing its list of excluded jurisdictions from 15 to 13. This decision follows similar moves by other operators, including B-Two Operations’ brands McLuck and Hello Millions.
The timing of the relaunch reflects a broader strategy: reclaiming markets that were once considered too risky, but which now represent crucial sources of incremental revenue. With California accounting for nearly 20% of national sweepstakes revenue, operators must offset potential losses by reopening doors where feasible.
Why Alabama and Georgia Were Excluded
Alabama’s exclusion was tied to its litigious environment. The state has seen at least 18 lawsuits filed against major sweepstakes operators, including VGW, Stake.us, and WOW Vegas. While many of these cases have been stalled by arbitration clauses or jurisdictional hurdles, the risk was enough for some platforms to withdraw voluntarily.
Georgia, meanwhile, hosted litigation against VGW in 2024, but the federal court dismissed the case for lack of jurisdiction. Despite the ruling, several operators still excluded Georgia, perhaps erring on the side of caution. The relaunch shows a willingness to revisit those assumptions in light of shifting market pressures.
The California Effect
The most important backdrop to this relaunch is California. With AB 831 advancing through the legislature and awaiting Governor Gavin Newsom’s decision, the state is set to ban dual-currency sweepstakes casinos. Analysts estimate California players generate 17.3% of national revenue in this vertical, or nearly one in five dollars spent.
The loss of that market has already led Eilers & Krejcik Gaming to reduce its 2025 revenue projections for sweepstakes casinos from $4.7 billion to $4 billion, with further declines projected for 2026. The Spree sweepstakes relaunch in Alabama and Georgia should be viewed as part of the industry’s pivot to compensate for this looming shortfall.
Industry Turmoil Extends Beyond California
California is not alone in applying pressure. Louisiana regulators have filed a $44 million lawsuit against VGW and WOW Vegas’ parent company, citing unpaid sales taxes and penalties. Vendors have also begun distancing themselves from sweepstakes platforms, with Pragmatic Play and Playtech curtailing U.S. partnerships and multiple suppliers exiting Stake.us in California.
This wave of enforcement and commercial withdrawal underscores why the Spree relaunch is so strategic. As regulatory headwinds intensify in large markets, operators are seeking opportunities in states where legal frameworks remain unsettled but access is still possible.
The Bigger Picture
By relaunching in Alabama and Georgia, Spree and its peers are signaling a willingness to accept greater legal risk in exchange for market growth. Georgia’s large population base, in particular, offers a chance to regain meaningful revenue. The industry now faces a balancing act: weighing litigation risks in states with uncertain policies against the certainty of declining revenues in markets that have already closed.
Conclusion: A Calculated Expansion
The Spree sweepstakes relaunch in Alabama and Georgia highlights how operators are adapting to one of the most challenging years the industry has faced. With California potentially cutting off its massive player base and other states tightening restrictions, reopening previously excluded markets has become a calculated necessity rather than a bold experiment.
At SCCG Management, we guide operators and partners through precisely these kinds of transitions. Our expertise in sweepstakes advisory services and social gaming strategy ensures clients are prepared for regulatory uncertainty while positioning themselves for sustainable growth.
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