Ep 525: Surge of Sweepstakes - Optimove's Jeff Laniado on iGaming’s Fastest-Growing Vertical

In this special episode of iGaming Daily, recorded from the show floor at the recent SBC Summit Americas 2025, the now Media Manager at SBC Media, Fernando Noodt sits down with Jeff Laniado, Director of Sales at Optimove, to delve into one of the hottest topics sweeping the United States online gaming landscape—sweepstakes in iGaming.

As regulatory constraints continue to shape the real money gaming market, sweepstakes casinos and sportsbooks have rapidly emerged as a dynamic alternative, leveraging innovative models to engage players legally and effectively.

Jeff breaks down the rapid rise of sweepstakes gaming, revealing it as Optimove’s fastest-growing vertical over the past 18 months. With roots in familiar promotions like McDonald’s Monopoly or bottle-cap contests, the sweepstakes model provides a legal workaround for US operators by using a dual-currency system—gold coins for gameplay and sweeps coins for redeemable rewards.

This episode explores how the model not only helps operators navigate regulations but also serves as a strategic lever for player retention, personalisation, and data-driven decision-making.

Host: Fernando Noodt
Guest: Jeff Laniado
Producer: James Ross & Taylor Buckley
Editor: James Ross

iGaming Daily is the official podcast of SBC Summit Malta. Taking place from 10-12 June at the Intercontinental in Malta, SBC Summit Malta is the definitive casino and betting event where European companies and professionals converge to explore cutting-edge insights, gain transformative skills, and forge impactful connections with senior decision-makers. Get your tickets now at sbcevents.com.

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